BUSINESS COMMUNICATIONS

HORIZON FISHERIES
Contents

Executive summary ................................................................................................................................... 2

Introduction ................................................................................................................................................... 3
Methodology ............................................................................................................................................. 3
Different forms of communication ............................................................................................................... 4
Written communication ............................................................................................................................ 4
1. Emails ................................................................................................................................................ 4
2. Letters ............................................................................................................................................... 4
3. Memos .............................................................................................................................................. 4
Visual communication ............................................................................................................................... 5
Electronic communication......................................................................................................................... 5
Internal communication................................................................................................................................ 6
Informal communication .............................................................................................................................. 7
Main forms of communication ..................................................................................................................... 8
Written ...................................................................................................................................................... 8
Oral communication .................................................................................................................................. 8
Electric communication ............................................................................................................................. 8
External communication ............................................................................................................................... 9
Success factors ............................................................................................................................................ 10
Communication barriers ............................................................................................................................. 10
References .................................................................................................................................................. 11
Conclusion and Recommendation .............................................................................................................. 12

1
Executive summary

This report explains the findings of research about methods of business communication used in
Horizon Fisheries. It compares different forms of communication to the methods used in the
organization.

This report gives insight on types of communication used in the organization and explaining the
internal communication process. And clear description of external methods of communication
used and methods adopted by the organization. The report also states the success factors of the
organization and gives recommendations to overcome barriers faced in communication.

2
Introduction

This report studies the methods of business communication used within an organization and
recommends ways in which they can overcome any communication barriers and ways to improve
their communication skills. This report was commissioned by the Business Communications
lecturer at MNU business school, Ms. Aminath Shifana.

The organization that will be focused on this report will be Horizon Fisheries Pvt Ltd.

Horizon Fisheries is a fish processing and marketing company based in Maldives. The main
processing factory is located in Laamu atoll, and the head office is located in Male’ city. The
company’s main activities are collection, storage, processing and Marketing of tuna and tuna
related products. As the head office and operation site are located geographically in different areas
the company is bound to have a well-planned business communication plan within the organization
internally as well as externally

Methodology

Primary data used in this report is based on the face to face semi-structured interview with a
marketing officer at Horizon Fisheries and by observing the organizations behavior internally and
externally. And secondary data used in this report is taken from the company’s website and their
infomercials. And any required theoretic information is acquired from websites, which would be
mentioned in the reference section of this report.

3
Different forms of communication

Written communication

Written communication is the main form of communication that would be used anywhere in the
world. Whether it is internally within the organization or sending a message to customers or even
suppliers. Most commonly used forms of written communication used in Horizon Fisheries
include:

1. Emails
An email is a form of electronic written communication which can be sent from one computer to
another through a network. The organization uses emails to communicate within the organization
to all employees, to exchange documents within departments, to set up meetings. To send and
receive purchase orders to suppliers and to communicate with customers.

2. Letters

Letters are a formal mean of written communication. Horizon fisheries uses letters to send official
information to any government or other organization which might be an inquiry, response,
transmittal, claim, adjustment or refusal letters.

3. Memos

“A memo is used for internal communication between executives and subordinates or between
officers of the same level. It is never sent outside the organization.” – Rajendra Pal & Korlahli.

Horizon Fisheries uses Memos to inform employees about a change in policies, or to inform about
an upcoming event.

4
Visual communication
Transmission of information and ideas using images. It includes presentations, video clips, signs,
and displays and many others forms. Horizon fisheries uses visual communication in the means of
presentation during meetings, video clips to introduce new products and also use posters to display
their products and values.

Electronic communication

“Electronic communications the transmission of information using advanced techniques such as

computer modems, facsimile machines, voice mail, electronic mail, teleconferencing, video-
cassettes and private television network.”- Bovee & Others. Main forms of electronic
communication used by horizon fisheries are Telephones, fax, Email, internet and social media.

Horizon fisheries communicate through telephone for instance, customers call the telephone
number to place their orders or ask any necessary information or telephone is used to exchange
information between employees. Emails are also an electronic communications method used
mainly by horizon fisheries. Also the office uses a LAN network where all computers are
connected and the employees can chat via Instant messenger from their computers.

5
Internal communication
Internal communication is the transmission of information between organizational members or
parts of the organization. It takes place across all levels and organizational units of an
organization.- Shawn Grimsley, Study.com

1. Vertical communication

Vertical communication may occur both Upwards and Downward. This occurs within the
organizations hierarchical structure. A message maybe passed from the top level and can be
transmitted down each level until the last. And responses are sent back up the hierarchy in
reverse order. For example in Horizon Fisheries the managing director decides to give a special
raise to everyone for the month of Ramadan and sends a memo to each department head. Which
is then passed to lower level employees by the head of their departments, this is upward
communication. In downward communication the opposite if this occurs. Messages are sent
form lower level of the hierarchy to the managers in top level. For example a senior officer in
sales department may request his/her department head for a financial help or an employee loan,
then the head of the department has to talk to the deputy managing director regarding this
matter and at last matter is discussed with the managing director.

2. Horizontal communication

Horizontal communication occurs when the information is transmitted between people of the
same level of the organizations hierarchy. Horizontal communication is also known as lateral
communication. This method of communication can be very effective when departments
depend on each other to get the tasks running smoothly. This can be a face to face meeting or
a telephone conversation. For example in Horizon Fisheries the head of accounts department
and head of sales department might have a meeting in order to discuss regarding any financial
matters.

6
 3. Diagonal communication

Diagonal communication is the communication between employees of low level in the chain
of command of the organization and upper level managers of the organization. For example in
Horizon Fisheries, when a new product is being introduced all the employees working in the
sales and marketing department are welcome to share their ideas with the top managerial levels.

Informal communication
“Informal communication is the flow of information without regard for the formal organizational
structure, hierarchical or reporting relationship.”- Bovee and his associates. In Horizon Fisheries
most grape vining occurs between the employees within the office as well as outside of the office
as verbal form of communication or using electronic communication. Employees use social media
as means for communication such as Viber groups, Facebook, Snapchat or text messaging.

7
Main forms of communication
The three main forms of communication used in Horizon Fisheries are Written, Oral and Electronic
communication and below given are reasons and advantages of each type.

Written

A form of verbal communication. Mainly formally used. Electric and visual communications can
also be considered as written form of communication. Used in the form of written emails, letters,
memos, reports, posters, faxes, advertisements etc. Written form of communication is permanent
and can be useful where record maintenance is required. Any documents in written form is more
precise and explicit. And in any case of dispute written communication can be provided as
evidence in the court of law.

Oral communication

Oral communication is verbal form of communication. Used in organizations both formally and
informally. Forms of oral communication used in Horizon Fisheries includes department meetings,
interviews, meeting with potential customers. Feedback is spontaneous so that decisions can be
made quickly. Oral communication is not only time saving but also is the best form to resolve any
conflicts. This form of communication can also be used to transfer or discuss confidential matters.

Electric communication
Electric communication is any kind of communication that is done via an electronic device. Which
includes emails, text messages, internet, fax and many more. This type of communication is faster,
less expensive and is less time consuming.

8
External communication
External communication focuses on audiences outside the organization as consumers, investors,
regulatory bodies etc. Examples of tactics by external communication include factsheets, press
kits, newsletters, magazines, brochures, news releases and annual reports. - Antra Volujevica, Role
of internal and external communication thesis (2012).

Methods of external communication used by horizon fisheries include:

 Facebook page; shares photos and information about their products

 Public relations to raise awareness about the brand

 Event sponsorship; Horizon fisheries helps sponsor events held by school, charity groups
and volunteer groups

 Company website; gives all the basic information about the company and their mission and
vision and gives a clear idea of their products.

 Posters; posters are used to inform the existing customers and potential new customers
about their products, prices etc.

 Promotions; promotions are held such as buy two and get one more can of tuna free, which
is still going on and promotions for month of Ramadan to attract more customers

 Expo’s and Fairs; Horizon Fisheries participates in fairs held both nationally and
internationally. Example Maldives seafood expo which is being held in Brussels, Germany
this year, and also Horizon Fisheries also participates in all Expos held in Maldives. This
is to put their product on the market and making the public aware of their values as an
organization.

9
Success factors
 Customer satisfaction; making sure that their products meet the customers’ expectations.

 Quality of products; All products Organic and caught by pole and line is advertised on
products.

 Market share; market share gradually increasing over the years.

 Customer retention; keeping the quality of products unchanged.

 Employee satisfaction; employees well rewarded to make sure that the employees feel
passionate about the organizations work.

Communication barriers
 Physical barriers; as the office is located in Male and operations site is located in
L.Maandhoo sometimes communication is a bit of a problem.

 Organizational facilities; using electric communication has its disadvantages as well. As

the organization is dependent on emails and severs to store all information, power cuts can
be a big issue.

 Cultural differences; as the company has employees form different countries sometimes
communication between them is a little difficult.

 Poor feedback; as emails are used mainly to communicate sometimes feedback is an issue.

 As internet is used to communicate within the organization, if the internet is slow or down
communication is affected.

10
References
(n.d.). Retrieved from Weebly: http://writingintheworkplace.weebly.com/kinds-of-written-
communication-in-the-workplace.html

(n.d.). Retrieved from http://www.horizonfisheries.com/

3, G. N. (n.d.). Small Business. Retrieved from Chron: http://smallbusiness.chron.com/examples-effective-

visual-communication-workplace-10276.html

bizcom_coach. (2015, September 12). Retrieved from Business Communication:

http://bizcommunicationcoach.com/what-is-business-memo-in-communication-functions-of-
memorandum/

businesscom. (n.d.). Retrieved from The Business Communication:

https://thebusinesscommunication.com/informal-communication/

Chand, S. (2016). Your Article Library. Retrieved from http://www.yourarticlelibrary.com/business-

communication/4-types-of-direction-in-formal-communication/28014/

Grimsley, S. (2003-2017). Retrieved from Study.com: http://study.com/academy/lesson/internal-

communication-in-an-organization-definition-strategies-examples.html

IPNLF. (n.d.). Retrieved from http://ipnlf.org/who-we-are/members/horizon-fisheries

Joshi, K. (2014, October 6). Basic Form of communication. Retrieved from Slide Share:
https://www.slideshare.net/kamleshjoshi123276/basic-forms-of-communication

Lorette, K. (n.d.). Business Communication & Etiquette. Retrieved from Chron:

http://smallbusiness.chron.com/use-email-business-communication-118.html

Manker, A. D. (n.d.). Retrieved from Study.com: http://study.com/academy/lesson/what-is-written-

communication-in-business-definition-types-examples.html

Mooney, L. (n.d.). Retrieved from Azcentral: http://yourbusiness.azcentral.com/importance-letters-

communication-11337.html

MSG EXPERTS. (2017). Business Communication. Retrieved from MSG:

http://www.managementstudyguide.com/written-communication.htm

11
Conclusion and Recommendation

The barriers faced by Horizon fisheries can be solved if the following steps are taken into
consideration:

 Physical barriers can be overcome by tools such as emails. But if a lot of emails are
exchanged, employees should be trained to write effective and short emails. And video
conferencing can also be adopted.
 IT department should be well trained and facilitated to handle in case of any power cuts
and back up of files should always be maintained.
 To overcome the cultural difference barrier the employees can learn about other cultures.
 Adopt to video conferencing technology.
 Making sure to have a faster and reliable internet service provider.

Besides overcoming the barriers here are some suggestions to improve the organization’s
communication skills:

 Conducting monthly department meeting can also help the employees to build and maintain
an effective relationship.
 Keep an open-door policy, Make sure that all employees are heard in the organization,
everyone’s suggestion should be considered.
 Strengthen the relationship between managers and employees to make sure that the
employee’s sense like that they are working with the organization, not for the organization.
 Utilize technology to its best, instead of plain sticky notes, use tools like google docs to
track of tasks.
 Celebrate your employees and their accomplishments.

12