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Question 
Context:
Tertiary students are expected to demonstrate research skills and the ability to critically analyse the value of research sources in a business style report.
Part A: Proposal
In the first part of this assessment, you must write a report proposal outlining what you will write your report on in response to the topic you or your group chose, as described in Assessment.
Topic
Make sure the purpose of the report is clear, i.e. you are identifying a communications strategy based on your chosen topic and proposing how you will implement it.

Use the research you conducted in Assessment to clarify the topic further and state how you will apply the evidence you gathered.
Outline Proposal
1. Provide a proposal outline that will show what you are intending on including in your report.
2. Describe the background of the organisation by providing a brief description on the business and the communication strategy you intend on implementing.
Part B: Report
Now that you have decided on your content and structure, you have to write the report. 

It is expected that you will demonstrate in your report:
  • A comprehensive understanding of the topic you have chosen
  • evidence of research and application of reliable and relevant evidence
  • critical analysis and the ability to develop coherent arguments
  • effective communication in the form of professional writing skills, presented in a report format and;
  • evidence of a contribution to group effectiveness (if completed as a group assignment)
Answer     
Part A : Research proposal
Introduction:

Business communication alludes to the sharing of data among the general population inside and additionally outside the association that is fundamentally completed for the advantage of an association. At the end of the day, business communication is the technique for overseeing, managing and speaking with the workers for accomplishing the objectives of an association. It includes client relations, representative engagement, relational communication, promoting, administration of notoriety and occasion administration.

Business communication is fundamental for the accomplishment of any business as great communication helps in building groups and it empowers the pioneers to discuss productively with his subordinates. Business communication empowers sharing of data among the association's representatives that in a roundabout way builds the efficiency of the organization. Business communication makes associations make strong relationship with the customers and oblige their prerequisites better. The associations confer essential information like their advantages, share expenses and item offerings with the assistance of business communication.

  • Aim of research:

The key objective of the research is to critically analyze the importance of business communication in the success of a business. Ford and Toyota shall be used as an example of good and bad business communication respectively and they shall be compared to understand the importance of business communication.

  • Research objectives:

The research objectives are as follows:

  • To analyze the importance of business communication in the success of a company
  • To investigate a company that has efficiently used business communication
  • To investigate a company that has suffered for improper use of business communication
  • To recommend certain methods through which effective business communication can be established
  • Research questions:

The research questions are as follows:

  • What are the major components of business communication?
  • What are the factors that affect flow of business communication?
  • What is the role of business communication in the success or failure of a company?
  • How business communication helps in creating a brand image of a company?
Literature review:

According to Cornelissen and Cornelissen (2017), business communication empowers the associations to advise people in general about their new items and estimating procedures, which encourages the clients to know about the items and services offered by the associations. Along these lines, business communication truly urges the associations to clear course for future benefits. It can in like manner be raised that business communication urges the associations to deal with the engaged market. The group leaders and departmental boss confer the basic business decisions and talk with their subordinates to get their participation. This sets up a communication channel, which executes investment and composed exertion among the associates. This pushes the partners to perform higher which finally empowers the relationship in achieving both short and whole deal targets.

According to Luo and Shenkar (2017), communication is exceptionally helpful keeping in mind the end goal to energize the hierarchical gatherings and finish their future business target. Business communication has the ability to crush an outstanding organization and furthermore has the ability to make another wander fruitful. Business communication empowers sharing of data among the association's representatives that by implication expands the efficiency of the organization. Business communication makes associations make strong relationship with the customers and oblige their necessities better.

Research methodology:

According to Fletcher (2016), research methodology refers to the systematic procedure that enables to conduct the research process in an organized manner. Secondary data shall be used for conducting the research.  

Research outcome:

The research clearly indicates that Ford has been successful as a result of its excellent business communication techniques whereas, Toyota has miserably failed due to improper use of business communication.

Part B : Report
Introduction:

The report thinks about the viable use of business communication between the two well-known car organizations specifically Ford and Toyota. The report states Ford as the organization that has productively used a few channels of communications to improve its showcasing endeavors. Despite what might be expected, Toyota has been expressed as the organization that has endured because of poor business communication. The report expresses the significance of business communication and its part in the achievement or disappointment of an organization. Ford has turned into a main brand in the vehicle business by productively using web-based social networking into its special exercises and also in its authoritative culture. Ford has been perceived as a standout amongst the most compelling and followed brand over web. In any case, Toyota has confronted serious outcomes because of communication issues. A noteworthy issue confronted by Toyota was the huge recall in the year 2010 when the issues identified with the deformities in floor mats, brakes and acceleration speed pedals came into spotlight.

An efficient business: Ford

Ford is an American organization that was established in the year 1903 by Henry Ford. The organization's center business is auto assembling and it remains at the fifth position among the top car organizations on the planet (Ford Corporate 2017). The organization dreams to end up noticeably the best shopper organization all around for giving car items and administrations. The organization has actualized a 'one arrangement' that goes for building up its items on the premise of client inclinations by focusing on 'one group' that unites the workers, clients, group, merchants, providers, financial specialists and Unions for the accomplishment of normal goals.

Ford has extensively used web based systems administration in advancing philosophies. The association has its own blog specifically "The Ford Story". The association exhibits the comments of the viewers on the front page of the site at whenever the association incorporates another post. Ford uses diverse imaginative considerations in applying latest advancement in their cars and it passes on its improvements to the customers by successfully incorporating them in the communication strategy. The association attracts the thought of the customers by exchanging engaging photos of its cars over web based systems administration. The association furthermore asks the customers to give their musings to the adjustment in the cars. Ford has facilitated web based systems administration into its exhibiting procedures remembering the true objective to develop extraordinary relations with its customers by unique communication with the customers (Mishra, Boynton and Mishra 2014).

The organization trusts that business communication might energize coordination and group working. Ford has effectively established successful communication with its clients through its site. The organization effectively interfaces with its clients all the time by means of Facebook, Twitter and Instagram. The organization has its own particular help benefit known as ‘Ford Service Handle' through which the organization handles the client benefit issues and dissensions. This demonstrates productive utilization of business communication by Ford. 

A poor business: Toyota 

Toyota is a Japanese car organization that was established in 1937 by Kiichiro Toyoda. Toyota remains among the best car organizations on the planet. The organization has utilized used a few print medias, online networking and TV notices keeping in mind the end goal to advance its items (TOYOTA MOTOR CORPORATION GLOBAL WEBSITE 2017). However, a few reports have demonstrated the shortcoming in the emergency administration arrangement of the organization, which is an aftereffect of its flawed communication.

However, the organization confronted a huge recall because of its poor business communication. Toyota saw a gigantic recall in the year 2010, which was a consequence of floor mat issue and accelerator pedal issue. A few experts have expressed that there had been delays in the recognizable proof of the issues because of shameful inward communication. The organization's emergency administration group wretchedly neglected to address the issues inside time and there was nonattendance of legitimate communication in its inward procedures and with the clients. The organization was punished due to having neglected to identify the interior issues for more than a length of four months. Notwithstanding, these inner issues turned out to be huge communication issue. The issue could be settled at the purpose of entry yet absence of appropriate inward communication prompted this enormous recall (Bloom et al. 2014). The market these days reacts effectively to the media wherein straightforwardness, responsibility and appropriate communication have turned out to be more fundamental than unimportant position of an organization. Business communication has the ability to obliterate an outstanding organization and furthermore has the ability to make another wander effective. Toyota neglected to discuss legitimately with its clients and media because of which a few gossipy rumors had spread about the poor nature of Toyota cars. At first, the organization did not acknowledge its blame that was an extra communication issue. Later on, when the organization acknowledged its blame, it was past the point of no return as the brand position of the organization was hurt unrecoverable.

Conclusion:

Therefore, it can be concluded that business communication is an essential part of an organization (Ferraro and Briody 2017). The efficiency of the internal and external processes of an organization depends upon communication. Business communication enables a firm to establish sound relationships with all the stakeholders and especially the employees and the customers. Business communication ensures effective flow of communication within as well as outside an organization. Business communication helps the pioneers to efficiently communicate with their subordinates and manage them accordingly to achieve the objectives of the organization. Comparison between business communication methods of Ford and Toyota clearly states the importance of business communication for the success of a business.  The success story of Ford clearly demonstrates the effectiveness of business communication. Hence, it can be stated that business communication is significantly important for the success of an organization and the firms should lay emphasis upon the quality of business communication both within and outside the organization.

References:

Bloom, N., Garicano, L., Sadun, R. and Van Reenen, J., 2014. The distinct effects of information technology and communication technology on firm organization. Management Science, 60(12), pp.2859-2885.

 Cornelissen, J. and Cornelissen, J.P., 2017. Corporate communication: A guide to theory and practice. Sage.

Ferraro, G.P. and Briody, E.K., 2017. The cultural dimension of global business. Taylor & Francis.

Fletcher, F., 2016. Solutions: Business Problem Solving. Routledge.

Ford Corporate. (2017). Home. [online] Available at: https://corporate.ford.com/homepage.html [Accessed 23 Jun. 2017].

Luo, Y. and Shenkar, O., 2017. The Multinational Corporation as a Multilingual Community: Language and Organization in a Global Context. In Language in International Business (pp. 59-92). Springer International Publishing.

Mishra, K., Boynton, L. and Mishra, A., 2014. Driving employee engagement: The expanded role of internal communications. International Journal of Business Communication, 51(2), pp.183-202.

Toyota motor corporation global website. (2017). toyota motor corporation global website. [online] available at: https://www.toyota-global.com/ [accessed 23 jun. 2017].

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