CHAPTER 1 INTRODUCTION

Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender. Communication, the mutual exchange of understanding, originating with the receiver, needs to be effective in business. The basic functions of management (Planning, Organizing, Staffing, Directing and Controlling) cannot be performed well without effective communication. Business Communication is intertwined with the internal culture and external image of any organisation. It therefore determines what is communicated, by whom and at what level in the organisation. Ultimately, good business communication practices assist the organisation in achieving its objectives by informing, persuading, and building good will within both the internal environment and the external environment. If organisations are to survive and prosper in this rapidly changing global environment, they must continually change the way communication processes are structured and delivered. This global environment forces us to think about communication issues against the backdrop of culture, technology, and competition, which continually raise legal and ethical concerns. Business communication is any communication used to build partnerships, intellectual resources, to promote an idea, a product, service, or an organization with the objective of creating value for our business. It is imperative therefore that communications should be done clearly, efficiently, and accurately because it can have a great impact on a companys reputation and credibility, and will definitely say a lot about its level of professionalism. There are many types of business communication, including electronic communication, employment communication, verbal and non-verbal communication, as well as written communication and all these must be done properly in order to reap good results.

We need to learn the essence of business communication, acquire the skills and knowledge needed to maximize every opportunity to communicate with our team members, superiors, clients, and customers. Business communication is a complex concept and it is composed of several different aspects, which is why we need to ensure that we familiarize ourselves well on each one if we want to get the most advantage. Communication skills are critical to our job, placement, performance, career advancement and organizational success. Business communication involves constant flow of information. Feedback is an integral part of business communication. When communication stops, an organized activity ceases to exist. So, Communication in an organization is as vital as blood for life. 1.1 Significance/Relevance of this study Organizations these days are very large, so it involves a large number of people. There are various levels of hierarchy in an organization. Greater the number of levels, the more difficult is the job of managing the organization. Effective Communication thus plays a very important role in the process of directing and controlling the people in the organization. Immediate feedback can be obtained and misunderstandings if any can be avoided. There should be effective communication between superiors and subordinates in an organization, between organization and society at large (for example between management and trade unions). It is essential for the success and growth of an organization. Effective communication will help minimise the gaps if any, in an organization. Business Communication is goal oriented. The rules, regulations and policies of a company have to be communicated to people within and outside the organization. Business Communication is regulated by certain rules and norms. In early times, business communication was limited to paper-work, telephone calls etc. But now with advent of technology, we have cell phones, video conferencing, emails, and satellite communication to support business communication. Effective business communication helps in building goodwill of an organization. Communication is the lifeblood of an organization. If we could somehow remove communication flows from an organization, we would not have an organization.

It is needed for: Exchanging information Exchanging options Making plans and proposals Reaching agreement Executing decisions Sending and fulfilling orders Conducting sales

1.2 Literature Review A lot of research has already been conducted on various aspects and forms of business communication. Some of the important findings are as follows. Effective Business Communication by Asha Kaul This book has emerged as a response to the growing recognition that communication is necessary for making an impact on interpersonal relationships. The book addresses issues of both oral and written communication skills. It highlights the 7Cs and 4Ss that helps the sender in transmitting his message with ease and accuracy. The 4Ss are Simplicity, Shortness, Strength, and Sincerity. Business Communication Today By Bovee Courtland L. This book talks about general business communication. It gives details on the three step writing process, writing, planning, and completing business proposals and reports, designing and delivering online and oral presentations. It also provides information on how to develop effective CVs and mannerism to attend GDs and PIs. According to Thill and Bovee (3), Non-Verbal Communication has six specific functions: 1. To provide information, either consciously or unconsciously. 2. To regulate the flow of information 3. To express emotion 4. To qualify, complement, contradict or expand verbal messages. 5. To control or influence others 6. To facilitate or simplify specific tasks.

Communicating effectively - Write, speak, present with authority - Garry Kranz This book discusses in detail the basics of communicating in writing, communicating via email and IM, how to record minutes of the meeting, and then the oral communication and the non verbal cues. Essentials of Business Communication, By Mary Ellen Guffey, Dana Loewy This book helps us to understand the importance of education and especially the value of communication skills in relation to your income and success in todays changing workplace. It discusses the techniques for becoming a successful listener. It helps us to analyse the nonverbal communication skills and explain techniques. It indentifies specific techniques that improve effective communication among diverse workplace audiences. Errors in English and Ways to Correct Them, 4th Edition, Harry Shaw The Practical Approach to Correct word Usage, Sentence Structure, Spelling, Punctuation, and Grammar - Harry Shaw - This excellent reference guide focuses on some of the most common errors writers and speakers make and explains how to correct them with extensive examples and exercises. Business Communication, By Harvard Business School Press This publication guides us about the writing practices. It says that what is true about communication at the enterprise level applies equally at the individual level. People who are good communicators are more successful at advancing in their careers, other factors being equal. Communication skills are an essential element of leadership. All effective leaders are clear and consistent in their communications - and that inspires confidence in others. Business communication, part of the Harvard Business Essentials series, addresses communication at the individual level. Its aim is to help us become a more effective communicator - in our writing skills, presentation skills, and one-to-one dealings with others. Business Communication, By Sri Jin Kushal This book discusses the basic forms and models of business communication. It also puts an insight into the various theories of communication.

To learn to communicate effectively, it is helpful to understand something about the basic forms of communication. These basic forms are also known as methods, channels or mediums of communication. (2, pg 4)

Fig 1.1 Forms of Communication

Verbal communication, on the other hand involves the use of symbols that generally have universal meanings for all who are taking part in this process. It may be written or oral. Oral communication is that part of communication in which message is transmitted in the spoken form. There can be various forms of oral communication like, face to face conversation, lectures, meetings and conferences, interviews, telephonic talk, grapevine, social and cultural affairs, seminars, radio and television. Written communication is that form of communication in which information exchanged in the written or printed form. It is the most formal of all types of communication.

Fig 1.2 Differences between Oral and Written Communication, Business Communication

Effective Business Communication, Murphy H.A Communication is a process of transmitting and receiving verbal and non verbal messages. Communication is considered effective when it achieves the desired reaction or response from the receiver. Simply stated, communication is a two way process of exchanging ideas or information. Communication includes six components: Context, Sender (encoder), Message, Medium, Receiver (decoder), and Feedback. (1, Pg11)

Fig 1.3 Process of Communication, Effective Business Communication, Murphy

Communication effectiveness is also influenced by the values, attitudes, and opinions the communicators have in their mental filters. People react favourably when the message they receive agrees with their views toward the information, the facts and the sender. (1, pg20) Actions speak louder than words. Postures, gestures and body movement convey a message and add to or subtract from your oral message.(1, pg24) The Seven Cs of communication will help you become a better communicator. They are Completeness, Conciseness, Considerate, Concrete, Clear, Courtesy, and Correctness. The term communication is derived from the Latin word Communis or Communicare which means to make common. Thus communication means to make common facts, information, thoughts, and requirements.

Business Communication, By A C "Buddy" Krizan, Patricia Merrier, Joyce P. Logan, Karen Schneiter Williams This book discusses the communication environment, the multicultural and global communication. It tells us how to develop effective print and electronic messages. The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change Stephen R. Covey - First published in 1990 This best seller shows you how to change your mind set to adopt these important habits for success. Translated into 32 languages, this book has sold more than 10 million copies. 1.3 Purpose of the Study The purpose of writing this business report is to understand business communication and its concepts. Major studies have been conducted on the importance of business communication, the various aspects and forms of Business Communication, but not many have studies the organisational aspect of business communication. The purpose if this study is to know how to make business communication effective in a workplace and to study how is Business Communication being carried out in the organisation, Scooters India Limited in this study. It will help us to learn the importance of business communication for ones own success and to gain an advantage over the others through effective communication. 1.4 Objectives of the Study 1. To understand the various forms of Internal Business Communication 2. To analyse the various forms of External Business Communication 3. To examine the Interpersonal Communication style of the respondent. 4. To assess the effectiveness of communication at Scooters India Limited and come out with viable suggestions to improve communication. 1.5 Brief outline of the Chapters This report has a total of 5 chapters. The first chapter is an introduction chapter where I have introduced the subject of business communication. It contains the purpose and the objectives of the study, and the Literature review. The next chapter is on the methodology of the study. Here the various ways, methods or techniques used to carry the research are discussed. The next two chapters are the analysis chapters. Analysis of the study has been divided into two
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chapters. Chapter 3 is titled Internal Communication where the researcher discusses the recruitment process at the organisation, the various channels of communication and the legal aspects of communication at Scooters India Limited. The next chapter is on External and Interpersonal Communication. The communication style of the respondent is examined. The last and the sixth chapter is the concluding chapter, where the researcher discusses the major findings of the study. Suggestions and limitations to the study are also discussed. The researcher also gives the further scope of this study.

CHAPTER 2 METHODOLOGY OF THE STUDY

This is the methodology chapter where the researcher shall discuss the various tools and techniques adopted to carry out this research. This is the second chapter of this report; the previous chapter was the introduction chapter which comprised of the literature review, purpose of the study, objectives of the study and a brief chapterisation of the report. This chapter will show how the researcher has been successful in achieving its objectives. It includes the universe of the study, locale and the sample of the study, the profile of the respondent and the data analysis and reporting. 2.1 Universe of the Study The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 17.5 million vehicles (including 2 wheeled and 4 wheeled) and exports about 2.33 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 3.7 million units in 2010. 2.2 Locale of the study An auto rickshaw or three-wheeler (tuk-tuk, trishaw, auto, rickshaw, autorick, bajaj, rick, tricycle, mototaxi, or baby taxi in popular parlance) is a motor vehicle and a mode of transport for private use and as a vehicle for hire. It is a motorized version of the traditional rickshaw or velotaxi; a small three-wheeled cart operated by a single individual, and is a 3wheeled cabin cycle. Auto rickshaws (often called just auto) are common all over India, and provide cheap and efficient transportation. New auto rickshaws run on CNG and are environment friendly. Auto rickshaw manufacturers in India include Bajaj Auto, Kumar Motors, Scooters India Ltd, Kerala Auto Limited, Piaggio, Force Motors (previously Bajaj Tempo), Mahindra & Mahindra Ape and TVS Motors. Auto rickshaws are found in cities, villages and in the countryside.

2.3 Sample of the Study Out of the many auto rickshaw manufacturers I have chosen Scooters India Ltd. I have restricted my study to only one organisation because of the time constraint. I conducted the interview of my father, Mr. Sanjiv Kashive, who is the Senior Regional Sales Manager at this organization. I conducted this interview with him, getting all the details and facts about the various communication practices which are followed at their company. The kind of sampling technique I have adopted is convenient sampling. It was convenient for me to take my fathers interview on behalf of his company and then prepare a long report based on that. An in depth study has been conducted to achieve the set objectives. Table 2.1 Profile of the Organisation 1. 2. Name & Address Type and Year of Establishment 3. 4. Nature of Production Number of Employees Manufacturing fuel driven 3 wheelers 994 Scooters India Limited, Kirti Nagar, Delhi Automotive Industry, Set up in 1972

Table 2.2 Profile of the Respondent 1. 2. 3. 4. Name Age Education Occupation & Position Mr. Sanjiv Kashive 52 B.E Electrical Service, Sr. Regional Sales Manager (Scooters India Ltd.) 5. 6. 7. 8. Work Experience Marital Status Number of Children Native/Migrant 30 Years/ 4 yrs in this organisation Married Two (2) Native

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2.4 Data Collection Data collection is done by both the primary and secondary means. Survey method has been adopted to collect the data. Primary data was collected in the form of an interview schedule prepared. The researcher had designed an interview schedule and took the interview of Mr. Sanjiv Kashive. This was the first hand data collected by me to get an insight into the company, Scooters India Ltd. To prepare the interview schedule, and questions to take an interview the researcher referred many books and websites. A structured set of questions were prepared with both open and closed end questions categorised into four to five sections. A copy of the Interview Schedule has been attached in Appendix A. Interview Schedule acted as a tool to collect the primary data from my respondent. It has helped me to write the report, help me to go through the current studies to identify the gaps to formulate the problem of study, and to formulate the hypothesis. 2.5 Data Analysis and Report Writing Since the sample size was restricted to one (1) the data has been analysed qualitatively rather that quantitatively. The researcher has collected data in the form of an interview schedule, which was then codified and tabulated. The statistical tools used are restricted to cross-tabulation and percentage analysis, as the sample size was only 1. 2.6 Field Experience The experience of the research was an enriching one. The respondent was very supportive and helpful in answering the questions. While doing the research, the researcher found a few other aspects from the point of view of the employee.

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CHAPTER 3 INTERNAL COMMUNICATION

A survey was conducted by preparing an interview schedule. I conducted a survey about the various business communication practices being followed at Scooters India Limited. This is the third chapter of the report. It comprises of the various forms of internal communication followed in Scooters India Limited. The chapter then discusses the recruitment process at the organization, the process of selection, and the various channels of communication. In the next chapter we will discuss the external communication and the interpersonal communication style of the respondent. As Sudipta Dev rightly says Internal communication is essential for every organisation, but very few are able to manage it efficiently. Internal communication is considered a vital tool for binding an organisation, enhancing employee morale, promoting transparency and reducing attrition. Ironically, while everybody understands and talks about the significance of internal communication, very few are able to manage it efficiently. Both the long-term and short-term fallout of ineffective internal communication can be damaging for an organisation. It can start from the spread of rumours to disillusionment among employees to a gradual destruction of the companys brand image. Worse, it may also lead to the slow death of the organisation. Following are the important aspects of Internal Communication of an organisation 3.1 RECRUITMENT The recruitment and selection is the major function of the human resource department and recruitment process is the first step towards creating the competitive strength and the strategic advantage for the organisations. Recruitment process involves a systematic procedure from sourcing the candidates to arranging and conducting the interviews and requires many resources and time. The recruitment process at Scooters India Ltd consists of the following steps : Identify vacancy, Prepare job description and person specification, Advertising the vacancy, Managing the response, Short-listing, Arrange interviews, Conducting interview and decision making. The recruitment process is immediately followed by the selection process i.e. the
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final interviews and the decision making, conveying the decision and the appointment formalities. Methods of Recruitment Advertisements Outsource it to the search Consultants Search from the existing data banks Visit Professional Institutes Ask the employees for their contact Internet Sites Networking Sites Table 3.1 Methods of Recruitment Selection Process Written Test Interview Discussions Yes No Yes No

Table 3.2 Process of Selection Besides the knowledge base the selection committee also gives importance to the communication and soft skills while selecting a candidate. This organization also organises Induction Training programmes for the new employees. It last for about one month. The company gives a lot of importance to the soft skills and business communication during the induction Training programme. 3.2 Channels of Communication The Formal Communication Network Formal communication is organized and managed information that is shared with relevant individuals in order to secure coordinated action throughout the organization. Formal communication channels are based on an individuals role in the organization and distributed in an organized way according to the established chain in organizational charts.
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Typically, formal communication flows downward from executives to directors to managers to staff regarding company direction and instruction and upward from staff to managers to directors to executives in the form of data and reports. The communication flowing through these channels is specific to the jobs and departments. On the other hand, informal communication in the workplace satisfies a variety of needs, particularly social and emotional, and are not based on the positions individuals occupy within the organizations. As a result, the communication is not managed or planned in any organized fashion. Its more relaxed, casual and tends to be spread by word-of-mouth quickly throughout a department or organization because its not restricted to approvals and an established path of distribution. Probably the most common term used for the informal communication in the workplace is grapevine and this communication that is sent through the organizational grapevine is often considered gossip or rumour. While grapevine communication can spread information quickly and can easily cross established organizational boundaries, the information it carries can be changed through the deletion or exaggeration crucial details thus causing the information inaccurate even if its based on truth. (5) The three directions in which communications can flow in a typical organization are: Downward communication flows from higher organizational levels (supervisors) to lower organizational levels (subordinates). Upward communication flows from lower to higher organizational levels. Lateral (or horizontal) communication flows across the organization, among personnel on the same level. Naturally, each of these different directional flows has its functions and advantages. Downward communication, for example, is appropriate for giving instructions or directions telling people what to do. Like a sales report, upward communication usually provides managers with information that they need for making decisions, but its also the vehicle for new ideas, suggestions, and complaints. Horizontal communication supports efforts to coordinate tasks and otherwise help people work together.

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Following are the different formal channels of communication being followed at Scooters India Limited. Channel Yes/No Examples Yes Notices, Circulars, Inter Office Downward Upward Yes Feedback, Suggestions, Lateral Yes Interdepartmental Problem solving Crosswise -

Memorandum(IOM) Union Contract, Grievances and disputes

Table 3.3 Formal Channels of communication

Medium for Communication

Email
Formal Channels of Communication

Hardcopy (Print)

Both

IOM (Memo) Circular Notice Order Feedback Suggestions

Table 3.4 Forms of written Communication The table 3.4, shows the various forms of communication and the medium they use to circulate the information. The company usually uses a hard copy to circulate a notice, circular or any other important document to its employees and staff. Email is still not a very popular means of communication at Scooters India Limited. The Informal Communication Network Every company also has an informal communication network (or grapevine), which goes to work whenever two or more employees get together and start talking about the company and their jobs. Informal communication can take place just about anywhere (in one persons cubicle, in the cafeteria, on the golf course) and by just about any means (phone, e-mail, instant messaging, and face-to-face conversation). Though its sometimes called the
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grapevine, an informal network is an extremely important communication channel. Why? For the simple reason that its typically widespread and can rarely be prevented, even if its not officially sanctioned by the companyindeed, even when the company tries to discourage or bypass it. Unofficial information crosses virtually every boundary drawn by a firms organization chart, reaching out and touching everyone in the organization, and whats more, it travels a lot faster than official information. As per the respondent, he has not yet noticed any form of informal communication like Grapevine or rumours. Gossips do happen but at the personal level of the employees. The company conducts the formal meetings once in quarter. Agenda of the meeting is always circulated atleast one week in advance. Minutes of the meeting are also circulated within a week. As per the respondent, whenever there is a general body meeting, or a quarterly meeting, they are required to make presentations. They are informed about it atleast a week in advance. So they are in a habit of making extemporaneous presentations which can be informational as well as analytical with graphs and comparative sales charts or tables.
Content of the Presentation Forms of Communication

Informational Oral Written

Analytical

Table 3.5 Presentations delivered at Scooters India Ltd.

The Company thus follows a strict recruitment process to hire the best of the workforce for its organisation. The selection committee does give a lot of importance to the communication and soft skills of a candidate. It organises induction training programmes for its new employees to train them and also organize small workshops to improve their communication skills. There are various forms of communication being followed at the company. The formal channels include Notices, Circulars, Inter-Office Memorandum (IOM). The company also pays attention to the upward form of communication like suggestions or feedback by the staff and employees. The company conducts formal meeting once in every quarter where the agenda is circulated atleast one week in advance. Minutes of the meeting are also circulated within a weeks time. The employees are in the habit of making presentations, both informational and analytical type.
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CHAPTER 4 INTERNAL AND INTERPERSONAL COMMUNICATION

This chapter will throw some light on the external communication of the company in study and also discuss the personal communication of the respondent. The previous chapter discussed the internal forms of communication including the recruitment process and the channels of communication. This chapter on the other hand will discuss the external communication and the interpersonal communication style of the respondent. 4.1 External Communication External communication covers how a company interacts with those outside their own organisation. This may be with the public, community organisations, local authorities, and job centres, careers offices, funding bodies, specialist agencies and other training providers. Scooters India Ltd, is an automotive designing, developing, and manufacturing company. It has to deal with a number of dealers, vendors and retailers on a day-to-day basis. The company has its own marketing network of Regional Sales Offices all over India, catering to customers requirements in the areas of sales and services. For this purpose their system of external communication needs to be given a lot of importance.

Form \ Type External Internal

Oral

Written

Table 4.1 Different ways of communicating The company carries out the following types of External Communication: Product Launch Advertisements Tenders Magazines Brochures.
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As per the respondent, the organization is well aware of the legal aspects of Communication and does not allow any illegal practice to take place among his subordinates.

Fig 4.1 Internal and External Communications - Comparison

4.2 Inter-Personal Communication Developing interpersonal communication skills is vitally important in todays workplace. Even though you are an individual contributor in the workplace, you still need to communicate effectively with your boss as well as customers. Almost all kinds of work require communicating with your colleagues. Most people have colleagues with whom they need to communicate in order to be successful at their job. I asked Mr Sanjiv whether he considers Communication to be an important element in your everyday work life. His answer was Yes. He said that communication plays a very important role both at the organizational level and at the individual level. According to him, both oral and written forms of communication play an important role at work in his job role. Both these forms of communication are widely used in his company. Communication in his job role is focussed on both the internal members and the external members. Internal would be with his staff and office workers, while the external communication is with his dealers and vendors across the entire Northern region.
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Mr. Sanjiv often attends team meetings, and is also required to give presentations. He first collects the sales data from all his dealers and vendors and then collates them together in a table. He rated himself as 3.5 on 5 for his own presentation skills and 4 out of 5 for his listening skills. He is often required to write notices, circulars, and letters which he sends both in print as well as electronic form to his office colleagues and senior staff and management. Scooters India Limited also has a dress code for its employees which are a formal blue shirt and grey coloured trousers. This suggests that the company gives importance to the overall appearance of individual employee, and wishes to keep a formal environment.

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CHAPTER 5 CONCLUSION AND SUGGESTIONS

This is the concluding chapter of this report, which is the chapter on Conclusion and suggestions. Prior to this four chapters have been dealt in detail; Introduction, Methodology, analysis of Internal Communication, and Analysis of External and Interpersonal Communication. This study has been conducted over a period of four weeks. This chapter will throw light on the major findings of the study, Suggestions, limitations to the study and also the further scope of the study. 5.1 Major Findings of the study The major findings of the study carried out at Scooters India Ltd are discussed as below: 1. The Company thus follows a strict recruitment process to hire the best of the workforce for its organisation. The selection committee does give a lot of importance to the communication and soft skills of a candidate. 2. The company offers a special induction training programme for its new employees for improving their communication skills 3. Communication at Scooters India Ltd is both in the form oral and written communication. 4. The formal communication channels being followed at the company includes downward, upward and lateral channels. Notices, circulars, orders, and letters and Inter office Memorandums form an important part of their communication system. 5. The company still is not in the habit of using email as a means of communication. The notices, circulars etc are all circulated in a hard copy. 6. The organization conducts a quarterly meeting to discuss its sales and targets among all its employees. 7. Presentations are also conducted both in the oral and written forms. 8. Scooters India Ltd being a firm that needs to market its product, it involves itself in external communication like Product launch, advertisements, tenders and brochures. 9. The company has a dress code for its employees, suggesting that it also gives importance to the overall appearance of individual employee, and also to keep a formal environment.
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10. The company does not focus on the cross-cultural aspect of business communication as its business does not require so. 5.2 Suggestions of the Study 1. The company should focus on the cross-cultural communication, and must train its new and old employees on cross-cultural communication. 2. The company currently does not encourage informal communication, so it must promote informal communication among employees through regular meets to develop better working relationships. 3. It must give more importance to the training of its employees. The company must design training program modules on soft skills development 4. The company currently does not have a corporate communication cell. It must take a note of this and try to create a separate cell for handling this kind of communication.\ 5.3 Limitations of the Study Since no study is an end in itself and error free, there are certain shortcomings and limitations in this study as well. Sample size was restricted to one, had it been more the findings could have been enormous. The qualitative and quantitative tools for analysis could not be used for this study. There was also a restriction on the area of study. I restricted my study to the Delhi/NCR region. Information collected and thus the findings can be very much dependant on the respondents own experiences. 5.4 Further scope of the study With a larger sample size, the scope of the study could have increased. An in-depth analysis of business communication will be possible about the different methods of communication at different levels of the same organization.

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