Question

Radhika started a business of supplying high class facial kits to beauty parlours in various cities of the country. Initially, the business was doing well and her products were popular. Despite the high quality of the products, Radhika faced difficulties in certain parlours, especially in Kagpur city, where her products failed to gain a strong market presence. To understand the cause, she appointed a qualified marketing manager. The marketing manager discovered that there was no proper exchange of facts, ideas and views etc. between the incharge of Kagpur city and the employees at different parlours at Kagpur. Vicky, who was the incharge and responsible for overseeing all parlours in Kagpur, was unable to effectively foster a common understanding of the product among the employees. As a result, the employees did not grasp the key benefits and features of the high class facial kits. In turn, the employees were not able to convince potential clients about the product’s value.

1. Identify the concept discussed in the above case.
2. The concept identified in (i) above can be defined as a process having various elements. State first five elements of this process.

Answer 1

(i) Communication is the concept being examined in the case. Infact, there is a lack of proper communication among employees.

(ii) First five elements of communication:

1. Sender: The sender is the individual who initiates communication by sending thoughts, messages, or ideas to the receiver. The sender plays an important role in ensuring that the message is clear and understandable. The sender in this situation is the in-charge of Kagpur.
2. Message: The message refers to the information being communicated. The sender may convey ideas, feelings, suggestions, instructions, or information to the receiver. The message to be communicated is about the benefits and features of facial kits.
3. Encoding: Encoding is the process of converting a message into symbols, words, images, gestures, or other communication forms that the receiver can understand. Effective encoding guarantees that the message is properly transmitted. Convert the message into a language that the receiver can easily understand.
4. Medium: The medium is the channel that transmits the message from the sender to the recipient. It can take the shape of textual communication, face-to-face interactions, phone conversations, letters, emails, or internet-based messages. The choice of medium depends on the nature and urgency of the communication.
5. Receiver: The receiver is the person or group to whom the message is directed. Effective communication requires proper understanding and interpretation of messages. The receiver's response or feedback affects if the communication was successful. Employees from different parlours are the receivers.