Carry Out Communication Audit Commerce Essay

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This assignment is about an educational institute, The London College of Business Sciences, and the communication system of this institute will be explained. There is an explanation about the importance of communication in the organisation and how an organisation can plan to improve the communication at the workplace. There is a briefing about the system which helps in presenting the information to the stakeholders and information required by various stakeholders of the company.

Task 1 Research

Task 4.1 Carry out communication Audit

The strategies are made by the business for the achievement of the business objectives. Every strategist should have a toolbox of analytical models. The business should analyse the performance of the strategy. The analysis of the strategy is very important because the analysis of the strategy tells the effectiveness of the strategy. The strategy analysis is a process of understanding of the environment in which an organisation is operating, together with an understanding of the organisation's interaction with its environment in order to improve organisational efficiency and effectiveness by increasing the organisation's capacity to deploy and redeploy its resources intelligently

There are some strategic analysis tools


The SWOT is the most basic form of strategic analysis. Simply list the organization's Strengths, Weaknesses, Opportunities and Threats. In this tools the business measure the strengths weakness, opportunities and threats of the business before and after the implementation of the strategy and if it find that maximum of business weakness has been overcome and threats has been removed after implementation of strategy then that strategy can be considered as a good strategy. It is a very good and simple method to analyse the strategy.

McKinsey 7-S

This is also a very good method for analyzing the strategies of the business. The 7 S stands for: Structure, Systems, Style, Staff, Skills, Strategy and Shared Values. In these tools the business analyses the performance of the strategy with the help of these 7s. Business checks whether the business has improvement in all its 7s. This tool is basically about the internal capabilities of the business. If the business has found some good improvement in all 7s of the business then strategy is beneficial strategy (Charles and Jones 2007).


The PEST framework is useful for ensuring that you consider a broad range of possible sources of opportunities and threats. The letters represent the Political, Economic, and Technological opportunities and threats in the firm's environment. With the help of this tool the business can measure the performance of business these four areas. Business checks whether all these area are in support of the business after the strategy implementation.

Porter's 5 Forces

It considers the bargaining power of suppliers and buyers, the threat of new entrants and substitutes, as well as competitive factors within the industry itself. This tool analyses the business performance in these areas. The implementation of porter five forces model after implementation can describe the position of business with respect of its competitors. It analyzes the threats of substitute and new entrants before and after implementation of strategy and then finds the gap.

Pareto Analysis

A Pareto Analysis is based on the maxim that 20 percent of the products, services, customers or distribution delivers 80% of the profits. A Pareto chart is a useful visualization for showing this. Accuracy however depends on the reliability of your cost allocation system.

The Voice of the Customer (VOC)

The voice of customers means the opinion of the customers about the business and its products. This is also a very important tools for strategy analysis because the customers are the main focus of the business and they can better tell the business performance with respect to the product (Charles and Jones 2007).

Task 2 Report

Task 2.1 Identify the key stakeholders in the organisation and for each stakeholder analyse the key information and knowledge they need. Compare your findings with the knowledge and information needed by stakeholders in other organisations (AC1.1)

Stakeholders are the people who keep interest in the working of the business and who can affect the working of the business. All the stakeholders of the business should be happy with business because the decision taken by the shareholders can badly affect the business. There are many stakeholders of the business which require different types of information. The information required by the stakeholders of the London business school of management & science (Charles and Jones 2007).

Shareholders - The shareholders are the people who buy the shares of the business or invest money in the business. These are very important people of the organisation because without money a business cannot run its operation. These people need different types of information such as

Information about sales record.

Information about return on investment.

Information about balance sheets.

Information about profit and loss.

Employees - the employees are those people who work for the achievement of the organisation and these people invest their time and knowledge in the business but to accomplish their task these people needs different types of information such as

Information about organisation structure, culture, value

Information about personal roles and responsibilities

Suppliers - The suppliers are the people who supply raw material to the business ad these people need some types of information (Goodstein 1993).

Information about repo of the company

Information about types of products company made

Customers - The customers are most important part of the business because every business work to satisfy its customers. The customers also required many different types of information such as

Types of products

Price of products

Government - The government of a country keep interest in the working of the business because government receive the tax from the business. The government needs different types of Information related to business such as

Information about income of the company

Fair and unfair practices of the business (Charles and Jones 2007).

Task 2.2 Explain the systems used for communicating key information to the stakeholders in your chosen organisation (AC 1.2)

The management information system is used in the London business school of management & Science. It is a customised information system which is designed on the basis of specification provided by the college. In the management information system the information is recorded in the systematic order because there separate sheet for every different types of information. This is a very effective system because the business needs not to keep the separate record about every different aspect (Goodstein 1993).

A single information system is sufficient to keep the all types of records and it ensure the security of the information recorded in it because only few people are authorised to work with the system and authorised people have got their access ID and passwords. Anyone else without id and password cannot use the information stored in the system. While searching the information a person need not to check all the information recorded in it. Only the name about which information is required need to be filled in the system and the system will straightway give required information. The information record in the system is very safe and reduces the workload.

Task 2.3 The use of technology and how it helps communication and whether it also hinders communication (AC 2.2). Support your work with examples.

Technology has become advance now a days and is used in every business. Use of technology in communication has become very common and it has made the communication easy and fast. Now a person can talk to many people at one time at far distance. The internet technology has made the world small because now there is now boundaries between nation people can see each other while sitting at distance. There are many advantages and disadvantages of the technology used in communication (Rughani 2001).

Advantages of use of technology in the business

Speedy communication - With the help of technology like internet people of different country can see each other and talk to each other. They can easily transfer massage. Business also gets many benefits from this because if any company has its branches in two different countries then the employees of these branches can share information easily.

Time saving - Use of technology has reduced the time of communication. Now it is possible to transfer the message within second (Burnett and Dollar 1989).

Less chances of wrong transferring of message - Now with the use of technology people can see each other then the chances of transferring the message to wrong person has decrease.

Disadvantages of use of technology in communication

Chance of leak of secret information - If any employees of the company send the message to another branch through e-mail then who is expert in hacking can hack any of these e-mail id and get the information which could lead loss to the business (Goodstein 1993).

People become lazy - Now people don't prefer to visit the people personally because they can see then while sitting at their home. This has made the people overweight and lazy because it becomes habit to sit in one place and talk to colleagues or family members.

A coin has two sides likewise the use of technology has both its advantages and disadvantages. It depends on the person what they want to get from the technology in question.

Task 2.4 The communication policies and procedures and their impact (AC 2.3)

Every business has some policies and procedures regarding the communication in the organisation and all these policies and procedures affect the business because the people who work in the organisation they need to follow these policies and procedures. The policies and procedures have strong impact on the communication because if anyone not follows these policies and procedures then he or she could be penalised (Charles and Jones 2007).

Every business has different policies and procedure for communication and one business can use both types of communication in different situation. The policies of the business impact significant impact on the business because policies and procedures are the guidelines for the company people to communicate with each other because if any of the employees compliant against other regarding communication the performance of employees can evaluated with the help of policies and procedures (Rughani 2001).

Task 3.0 An analysis of potential barriers to effective workplace communications (AC 1.3). Give examples.

Communication process is not that simple because there are chances of many misunderstanding due to poor communication. A business can have many barriers for business communication.

Organisational policies - Sometimes the organisation has been communicated wrong policies and these wrong policies could be a greater barrier for the communication (Burnett and Dollar 1989).

Organisation culture - The culture and value of the organisation is also a big problem for communication because the culture is the trends followed by the company people for a long time.

Organisation structure - The organisation structure is the hierarchy of the people for the authority and responsibilities. If there will no proper delegation of authority and responsibilities then it could create the conflict among employees and there will be a barrier in communication (Charles and Jones 2007).

Languages - Language is the main median for communication and if every people will speak different language and would be able to understand each other language. That is why language could be a big barrier for business communication.

Task 4.0 How communication is influenced by values and cultural factors. Evaluate these influences within the organisation you have researched.(AC 2.1)

The culture of any organization is referred to all the belief and value of the organization. Culture of any organization means the way how any organization works. The value of the organisation means norms of the company people. The culture and value set a trend or organisational communication and people keep this trend for long time. The culture and norms has very strong impact on the organisational communication because if the people are asked to change the trend then they resist because it is very difficult to changes one habit. If an organisation want to change in the way of communication then it need to develop a plan for this. It is a very slow process and takes long time (Rughani 2001).

The London College of Business Sciences. Informal communication most of the time because it has its culture of informal communication for a long time. People can straightaway talk to their boss without any information or appointment the information communication is good for organisation like London business school of management and science. Because it is a small organisation and it has limited number of employees that is why it can easily handle its employees. Whereas for organisation where there is large number of employees there should be formal organisation otherwise lower level people keep distributing the management and don't let the management to concentrate on other activities (Burnett and Dollar 1989).

Task 4.1 You should apply theories of organisational communication throughout your report (AC 4.2)

There are some theories has been given by many experts about the organisational communication. These theories explained that how people should communicate in the organisation.

There are two types of communication can take place in the business.

Formal communication - In the formal communication there are some rules and regulation regarding the communication and people has to use common language and they have to follow a hierarchy to communicate the message. In the formal communication there are some rules and regulation which people needs to follow. The information should be in a proper format and pass through the mentioned channel. The message should be specific in the formal communication and communicated only to the right person (Charles and Jones 2007).

Informal communication - In the informal communication company people are free to communicate with each other they don't need to follow any rules and regulation regarding communication. Whereas in the informal communication there is no rules and regulation regarding the company and people can transfer the message in any format. Only requirement is the clarity and understand ability of the message.


Task 4.2 This must include a plan to improve the workplace communications in the organisation you have researched (AC 4.3)

Communication is very important for the organisation because if there will no proper communication then business wouldn't be able to achieve its objectives. Business employees need to communicate with each other regarding their duties, organisational goal etc. Only communication is not important because business needs effective communication. There is a plan suggested to improve the workplace communication (Burnett and Dollar 1989).

Find the reason for communication - First step in the communication development plan for the place is to find the reason why business want to communicate because if there will be no reason for communication then how will it plan the development plan.

Find the people behaviour of communication - The next step is to understand the behaviour of people about how they were communicated with each other in past.

Communicate the workplace communication style - Then the business has to fix their style of communication such as whether there will be written, oral communication.

Choose one language for workplace - Then decide one particular for communication which everyone has to use.

Give training about work place communication - After deciding the communication language business should give some training to its employees to improve in its employee's communication skills

Evaluate their performance - At last the business need to evaluate the performance of employees after the implementation development plan (Rea 1997).

Task 4.3 Measures to evaluate the success of the plan (AC 4.4)

The strategic plan contributes to the achievement of aims and objectives of the business. so it become essential for the business to monitor and review of the strategic plan because by the monitoring the strategic plan the business can check the effectiveness of the strategic and the managers can check whether the output of the strategic plan is desired or not. The continuous monitoring of the strategic plan enables the management to determine the effectiveness of the plan and the level of success being achieved and whether the plan required modifications (Burnett and Dollar 1989).

The monitoring and review process has few steps need to be followed

Monitor quantitative implementation of strategic plan at all levels, against agreed target and outputs.

Monitor the internal and external impact indicators via the capture and analysis of data.

Monitor system and departments capacity in relation to observed management and delivery.

Establish and evaluate qualitative indicators of strategic plan implementation success against agreed targets and outputs.

Evaluate the performance after the implementation of plan

Comparison of performance before and after strategic plan implementation.

The review and monitor of the strategic plan is very important for the business because the review help the managers is indentifying the shortcoming of the strategic plan and they can take the corrective action to improve the performance of the strategic plan. Whereas as monitoring maintain the continuous good performance of the strategic plan and can save the business from the failure of strategic plan (Rea 1997).

Task 5 Interpersonal Communication

Task 5.1 Evaluate the effectiveness of your own communication skills (AC 3.1).

Evaluation of any skill or any work is very important because it give chance to find the effectiveness of the work done or not. If a person wants to know the effectiveness of its own communication skills then he or she can use many methods (Goodstein 1993).

From Family members - A person can come to know about the effectiveness of own communication skills by asking family members because they can tell whether they will be able to understand him or not.

From peers - A person can come to know about effectiveness of communication skills because they spend more time with him. If they find person communication skills effective.

Self assessment - A person can check the effectiveness of the. Communication by recording on voice in the audio recorder then listen that audio recorder. With the help of this method a person can come to know about own weakness of communication (Steiner 1997).

Task 5.2 This should include your own thoughts and feedback from others (AC 3.3).

If anyone wants to know the effectiveness of the work done by him ten he can use two methods. First one is self-assessment and second is the feedback from other. Both these methods are used by the companies when they launch new products or want to know the company performance or company image in the mind of customers. The self-assessment help the person or company to know about personal competencies and a business can use them to match those competencies with the customer's requirement. This saves the time and money of the company. for example if a business start making any product without assessing whether the business will be successful in the completion of products or not. If the business wouldn't get success then money and time invested in that product development will be wastage (Goodstein 1993).

The feedback from other is also very important because for example a company has launched its product in the market but it didn't take feedback from the customers about its performance and start mass production. If the customers will not like the product then the entire produced product will be wastage for the company. So feedback and self assessment is very important for the business because it give a chance to person and business to improve in it before it too late and wastage can be avoided.

Task 5.3 Include theories of interpersonal communication in your evaluation (AC 3.2)

Communication is very important for the people because a human being a person need to share or transfer his message to another person. This process of transferring of message from one person another person through some medium is called communication. If the people wouldn't be able to communicate with each other then how will they be able to fulfil their basic needs? The interpersonal communication means when two people communicate with each other in any language but their main motto is to make each other understand about what they have communicated. People can communicate with each other in three forms (Steiner 1997).

Verbal - People can transfer their message from one person to another person by speaking to each other. Most of the time people use this methods and it is used everywhere in business, at home, playground etc.

Written - In the written communication people share their view with each other by writing. These types of communication take place mostly in the business organisation and few years ago people who were far from each other they send letter to communicate with each other (Bruce 2001).

Sign language - whenever companies wants to transfer their message to each other then they use the sign language such as logo and people who cannot speak then they transfer their message through sign language.

Task 5.4 Plan your own personal development to improve your own communication skills (AC 3.4)

Every person can best utilize its capabilities when he would be aware about its capabilities. To know oneself capability a SWOT analysis is a good method because a person can come to know about the strength, weakness, opportunity and threats of a person. The SWOT analysis help the person in analysing the present capabilities and make them better in future.

Personal SWOT analysis


Strong will power



Poor communication skills

Lack of knowledge

Lack of confidence


Chance to improve communication skills

Chance to get good job


Competition among students to get admission in university for MBA

According to SWOT analysis my strength are my strong will poor and hard working woman. I have decided that I want to become a self-dependent person and want to make my separate identity. I got my house responsibility in early age but I kept my study continue and complete my graduation. It is my will power that I come here for further study and took admission in level 5 courses. When I joined this course I was unable to understand the lecture due to communication problem. But now I have over comes my problem I did practice to get familiar with foreign English and my communication has improved. I am very hard working. But I have some week point such as my poor communication skills because I cannot speak English fluently. Lack as knowledge about business and poor understanding as leader are my weakness. On the other hand I am working in a restaurant it will give me a good opportunity to improve my communication skills I will get chance to communicate with more and more people and this will defiantly help me to improve my English. Now, I want to get admission in university for MBA after Level 7. This is biggest threats for me because there is a lot of competition among student. I need to clear IELTS test with 6.5 bands to get admission in reputed university (Steiner 1997).

Personal Development Plan


Wasif Iqbal






start date

19 October 2011

End date

19 October 2012

Date plan written


Date plan reviewed#1


Date plan reviewed#2


Existing skills and competences [abilities]

1.hard worker

2. self depended

3. strong willpower

4. positive attitude

Existing know-ledge learning

1.BA in arts

2.MA in Hindi

3.2 year experience in ICICI company as a adviser

Future development goals

1. To pass the subject during semester one of the level 5 diploma in strategic management and leadership

2. Two pass 5 subjects during semester two [end of the October 2012 ) of level 7 diploma.

3. Obtain MBA qualification during 2014

4. Apply to post study work permit

5. To gain experience in high level marketing

6. To became a good businessman

I am an hard worker this can be seen as, I am attending all my classes of my college as well as I do some part time job in a restaurant as well as I am doing all my house work on my own and apart from this I attend the regular classes in college this proves that I am hard worker. I am also self depended because right now I am working in a restaurant. This way I can get some money where it's for live hood or for other things (Steiner 1997).

Strategies for personal development plan

At present I need to develop my communication skills. I can understand and speak English but I am not fluent in it so I need to improve this and I also need to improve my personality. I am pursuing level 5 course is in English language so this course helps me to develop my personality and improve my communication skills.

I can improve my management knowledge by doing CMI course as I am working in a restaurant where I have to handle many people with their order and who speak different language and accent so this will improve my English language

On the other hand in future I need to develop leadership skills which I can develop by working as team leader of any marketing company or can be develop by monitoring the team in my class room. So I will try to enhance my skills.

I will do MBA degree after completion of my level 7 course and then I will join some organization for job this will help to develop managerial skill while working in different organization I get some experience of working of as team member that help me to in hence my abilities.


In this assignment there was a discussion about The London College of Business Sciences. It is explained that informal communication is used in the organisation because it is a very small organisation, and a small organisation can easily manage its employees with informal correspondence. On the other hand the organisation uses information systems to communicate information to its stakeholders. There is discussion about the impact of organisation culture on communication. Policy and procedures for communication has a very significant impact on the communication of a workplace. A business should have a good and transparent communication system, only then can it obtain communication success.