DEAKINMMH299复习.docx

1、DEAKINMMH299复习MMH299Business Communications - Report Student Name: Jie MaStudent No.:210733071Tutor: Theresa YipLecturer: Andrew OLoughlinDue Date: 9am 5th September 9amTable of ContentsExecutive summary 2Introduction 2Four methods of communication in IKEA 2Face-to face and spoken communication 2 Wr

2、itten communication.3Visual communication 3Electronic communication 3The most effective communication 3Recommendation 4Conclusion 4Reference list 5Executive summaryNowadays, we are entering an information age. Communication is playing an increasingly important role in todays successful businesses. T

3、imely and effective communication is an extremely essential part of a smoothly managing business. Ineffective communication is obstacle to business productivity. Communication involves the information transfer from a source (or a number of sources) to receivers or customers. Many businesses now use

4、traditional and effective method to communicate with its audience, like brochures, advertisements and electronic media. Even many businesses use more advanced and fashionable platforms to communication with its customers, such as through a sales website, e-mail communications. All of these communica

5、tion methods only have a purpose“attract customers.” For example, the most common communication is brochures. Business print and deliver its brochures to mailbox, customers can promptly understand some products they need. This report will discuss the many ways IKEA communicates with the target audie

6、nce and identify which way is the most effective one. Besides, basing on the analysis mentioned above, this report has suggested some recommendations.IntroductionIKEA is the worlds largest furniture retailer and it designs and sells ready-to-assemble furniture, applicants and home accessories. Impor

7、tantly, IKEA is a well-known brand, which comes from the complete and deep communication with the target customers. Taking IKEA as an example, this article discusses what the efficient communicating ways are in the information age; and then it gives some recommendation. Four methods of communication

8、 in IKEAIn the reality, IKEA uses many ways to transmit the information of the company and/or the products to its customers, such as collateral, advertising, telephone, activities, broadcast, magazine, and so on. Four communicating ways are discussed in the following paragraph.Face-to face and spoke

9、n communicationThis method of communication is one which is the most widely used because this method basically wont go wrong compared to other means of communication. With face-to-face, you are not just analyzing the each others words but also observing the body language when you talk towards to a c

10、ustomer.This method is most direct and honest, with many advantages and some shortcomings. More information could be received through voice, behavior, expression, tone and others; the two parties could concentrate on the topic, getting the desired result without the influence of other factors. Howev

11、er, this method has a higher requirement to the distance. In the shop of IKEA, the sales often explain the products to customers face to face, winning the trust of customers and building good relationship with them. Therefore, the visitors become regular customers, which the best results for marketi

12、ng. For IKEA store managers from around the world，they gather together to meet board of directors and to exchange information about whats going on the product development. Face-to-face communication is vital for training store managers about latest IKEA products, so it is also critical for sharing t

13、heir experience with coworkers when new stores set up.Spoken communication can be in a variety of forms. Speaking on the telephone, organizing interviews and holding meetings or giving speeches. Except for talking on the telephone, most of these are also face-to-face communication.The communication

14、by telephone is a more economical way, saving time, strength, and money, which is a supplement for the face-to-face communication. The main advantage of telephone communicate is to win by volume. Facing the mass of customers, telephone communication is the best choice for IKEA to touch the customers

15、 in the first step, screening out the potential buyers. This is also a very conventional method for businesses to communicate with customers, especially if they want to talk to suppliers or customers whom is far away. Be that as it may, a problem is that if one person forget to keep notes, after per

16、iod of time, some important conversations may become forgotten.In the reality, face-to-face and spoken communication is very important when persuading the customers to make purchasing order.Written communication This method of communication can be long or short, such as a quick message can be writte

17、n down on a small piece of paper. Written communication is just as important as verbal or non-verbal communication. Because written communication can prevent forgetting what you have said and have heard, even can prevent misunderstandings. For instance, think back to all the times, one person had a

18、conversation with someone but they may forget and misunderstand what they were talking about. The scenario has inevitably happened once or twice in peoples life. So written communication can help person to remember the important conversations and to clarify messages. Written communication in busines

19、s includes- letters, memoranda, agenda, reports etc and explained below:1. Business LettersA eye-catching layout is necessary conditions. The writer should be very clear to the content of letter and divided into paragraphs is necessary. It must have a clear subject and it should wrapped by an envelo

20、pe. It should be undoubtedly saved for future reference and cannot be denied. It should be written attentively because it has influence on goodwill of the organization. Examples of Business letters are - sales letters, information letters, problem letters etc.2. Memos A memo (abbreviation of Memoran

21、dum) is a document which is used to convey specific information to all employees of a business when the company issues an announcement. In general, a memo is short and carries an important message to staff. It also includes a reminder about meeting and details for working schedule. 3. ReportsA repor

22、t consists of the results of lot of investigation. Once observations are made and have result, the report will be formed immediately. Reports are crucial for analyzing the operating of the business. It helps organization to make important decisions.4. AgendaAgenda is an outline about all the content

23、s of the meeting. It should list what the purpose of the meeting is and where the participants going. Designer of agenda should be careful and agenda should be specific. Designing an agenda before meeting helps the participants prepared for the meeting.Written communication needs to be clear because

24、 if the recipient cannot fully understand the contents, it would be impossible for them to ask questions to a piece of paper; they have to ask the person who wrote it. Visual communicationThe main areas of visual communication will be explained below, including the use of catalogues, television adve

25、rts, signs and even the professionalism of the employees. IKEA catalogueIKEA shows consistency in the creative execution of its communication. Its most important tool for building relationships with its customers, apart from the stores themselves, is its catalog, some 174 million copies of which are

26、 printed worldwide in 48 different editions and 25 languages. The IKEA catalogue is a popular mail-order catalogue published yearly by IKEA, which is the main marketing and communication tool of IKEA. Posting the catalogue is IKEAs killer mace during the communication with the customers, forming a u

27、nique enterprise culture. The IKAE catalogue is the outcome of joint effort of 150 designers and photographers all over the world, being free given away to the customers. Printed in color, the IKEA catalogue combines all kinds of products with an easy-to-remember name, which is a unique creativity t

28、o show the quantity and feature of IKEA products. Offering an infinite room of imagination for customers, the IKEA catalogue provides an intuitive and compact way for customers to select the products, and guides customers how to design a personalized living environment.Although the cost is huge, the

29、 catalogue makes the brand of IKEA more touch the heat of customers, easily moving them when presented in front of the customers, because the catalogue transmits the value and the feature of the products, but also stimulate the purchasing desire of customers. As a high-grade DM, the exposure to cust

30、omers is 100% to make all of the cost create value. Therefore, the IKEA catalogue is very economical in a long run, with huge one-time payout. Advertisements and posters In the past, there was a consensus that advertising was the best way to built brand. However, only advertising could not keep pace

31、 with the change of market, the explosion of information, and the individual needs of customers, without the excepted results as before. Just now IKEA seldom employs advertising, and the main purpose of advertisement for IKEA is to strengthen the relationship with the media.Advertisements are design

32、ed so as to catch potential customers to consume at the business workplace or store. For the sake of sales, they have to take advantage of sales promotional offers or just promoting to attract customers eyes. Examples are shown below by IKEA: Since 1985, the companys campaigns have spotlighted ingenious solutions using IKEA products. A clear price message has also consistently formed a key part of this communications strategy. In the United States, IKEAs quirky lamp commercial has won major accolades at home