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INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max.

Marks: 100

DIPLOMA IN BUSINESS MANAGEMENT (DBM) Note: (i) Attempt all four Cases (ii) All Cases carry equal marks.

INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max. Marks: 100

CASE I A Reply Sent to an Erring Customer Dear Sir, Your letter of the 23rd, with a cheque for Rs. 25,000/- on account, is to hand. We note what you say as to the difficulty you experience in collecting your outstanding accounts, but we are compelled to remark that we do not think you are treating us with the consideration we have a right to expect. It is true that small remittances have been forwarded from time to time, but the debit balance against you has been steadily increasing during the past twelve months until it now stands at the considerable total of Rs. 85,000/Having regard to the many years during which you have been a customer of this house and the, generally speaking, satisfactory character of your account, we are reluctant to resort to harsh measures. We must, however, insist that the existing balance should be cleared off by regular installments of say Rs. 10,000/- per month, the first installment to reach us by the 7th. In the meantime you shall pay cash for all further goods; we are allowing you an extra 3% discount in lieu of credit. We shall be glad to hear from you about this arrangement, as otherwise we shall have no alternative but definitely to close your account and place the matter in other hands. Yours truly, Questions: 1. Comment on the appropriateness of the senders tone to a customer.

Ans.: In this letter, the sender has used a harsh tone in its reply to the customer. Some of the languages are seems to be informal and old format. The sentences are needlessly expanded; which are not short and snappy. Theme of the letter is not concise or to the point. This is because, various expressions are found in this letter. Customer will really hesitate to think of it.
2. Point out the old fashioned phrases and expressions.

Ans.: Some of the old fashioned phrases and expression mentioned here are: i. We note what you say, ii. We have a right to expect, iii. Having regards to the many year, iv. The, generally speaking, v. As otherwise we shall have no alternative, vi. Place the matter in other hands.

INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max. Marks: 100

3.

Rewrite the reply according to the principles of effective writing in business.

Dear Sir, Thank you for your letter of 23rd, along with a cheque of Rs. 25,000 against your account. We really regret to know about your difficulties that you face while collecting the outstanding. Be patience, and also try to co-operate us along with. Meanwhile, your debit balance with us reached to Rs. 85,000/-. Please keep a track of continuing clearance of Rs. 10,000/- per month, which will be easier for you. In addition, you may purchase goods with direct cash payments to get an extra discount of 3%; which we offer to some of our old customer. Hope, youll be benefited by this. We are expecting for a lifetime & good relationship by you. Yours truly,

INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max. Marks: 100

Case II Advertising Radio FM Brand A young, gorgeous woman is standing in front of her apartment window dancing to the 1970s tune, All Right Now by the one hit band free. Across the street a young man looks out of his apartment window and notices her. He moves closer to the window, taking interest. She cranks up the volume and continues dancing, looking out the window at the fellow, who smiles hopefully and waves meekly. He holds up a bottle of wine and waves it, apparently inviting her over for a drink. The lady waves back. He kisses the bottle and excitedly says, Yesss. Then, he gazes around his apartment and realizes that it is a mess. No! he exclaims in a worried tone of voice. Frantically, he does his best to quickly clean up the place, stuffing papers under the sofa and putting old food back in the refrigerator, He slips on a black shirt, slicks back his hair, sniffs his armpit, and lets out an excited , Yeahhh! in eager anticipation of entertaining the young lady. He goes back to the window and sees the woman still dancing away. He points to his watch, as if to say Come on. It is getting late. As she just continues dancing, he looks confused. Then a look of sudden insight appears on his face, Five, he says to himself. He turns on his radio, and it too is playing All Right Now. The man goes to his window and starts dancing as he watches his lady friend continue stepping. Five, yeah, he says as he makes the okay sign with his thumb and forefinger. He waves again. Everyone in the apartment building is dancing by their window to All Right Now. A super appears on the screen: Are you on the right wavelength? Questions: 1. What is non verbal communication? Why do you suppose that this commercial relies primarily on non-verbal communication between a young man and a gorgeous woman? What types of non verbal communication are being used in this case?

Ans.: Non-verbal communication means exchanging few words with other people without any speech and sound. The various ways of non-verbal communication are posture or body language, gesture, facial expressions such as eye contact or laughing or crying etc, symbolizing, drawings or symbols, emotions, etc. In this commercial ad, there is a non-verbal communication found in between a young man and gorgeous woman; that the man couldnt understand due to loud sound of music she danced with and her expression what she wants to say. In this case of commercial ad, eye contact, smiling and waving are the non-verbal communication are being used.
2. Would any of the non-verbal communications in this spot (ad) not work well in another culture?

INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max. Marks: 100

Ans.:

The thumbs-up sign has different meanings in different countries. In Japan, it means to money and in Iran it means something wrong or indecent. In Canada, excessive gesturing is generally avoided.

3. What role does music play in this spot? Who is the target market?

In this ad, music plays an important role; played loudly to promote a music channel ifive. The target market or audience on this spot is youths. Youths or youngsters who usually like to attend parties and loves music as one of their common leisure pursuit.
4. Is the music at all distracting from the message? 5. How else are radio stations advertised on TV?

CASE III Arvind Pandey Caught in Business Web Arvind Pandey is a project manager at Al Saba Construction Company in Muscat. It s a flourishing company with several construction projects in Muscat and abroad. It is known for completing projects on time and with high quantity construction. The companys Chairman is a rich and a highly educated Omani. A German engineer is Arvinds Vice President for urban and foreign construction projects. Three months ago, Al Saba had submitted a tender for a major construction project in Kuwait. Its quotation was for $ 25 million. In Kuwait the project was sponsored and announced by a US based construction company called Fuma. According to Al Saba, their bid of $ 25 million was modest but had included a high margin of profit. On 25 April, Arvind was asked to go to Kuwait to find out from the Fuma project manager the status of their construction proposal. Arvind was delighted to know that Fuma had decided to give his company, (Al Saba) the construction project work. The project meant a lot of effort and money in planning the proposed construction in Kuwait. But before Arvind could tank the Fuma project manager, he was told that their bird should be raised to $ 28 million. Arvind was surprised. He tried to convince the Fuma project

INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max. Marks: 100

manager that his (Arvind company had the bast reputation for doing construction work in a cost effective way. However, he could always raise the bid by $ 3 million. But he wanted to know why he was required to do so. The Fuma managers reply was, Thats the way we do our business in this part of the world, $ 1 million will go to our Managing Director in the US, I shall get $ 1 million, you, Mr. Pandey, will get $ 1 million in a specified account in Swiss Bank. Arvind asked, But why me? So that you never talk about it to any one. The Fuma Project Manager said. Arvind promised never to leak it out to any one else. And he tried to bargain to raise the bid by $ 2 million. For Arvind was familiar with the practice of pay offs involved in any such thing. He thought it was against his loyalty to his company and his personal ethics. Arvind promised the Fuma project manager that the bid would be raised to $ 28 million and fresh papers would be put in. He did not want to lose the job. He came back to Muscat and kept trying to figure out how he should place the whole thing before his German Vice President. He obviously was at a loss. Questions: 1. Analyse the reasons for Arvind Pandeys dilemma. 2. Does Arvind Pandey really face a dilemma? 3. In your view what should Arvind Pandey do? Should he disclose it to his German Vice President?

CASE IV Company Accepting a Contract A computer company was negotiating a very large order with a large size corporation. They had a very good track record with this client. In this corporation, five different departments had pooled their requirements and budgets. A committee was formed which had representation from all the departments. The corporation wanted the equipment on a long lease and not outright purchase. Further, they wanted the entire hardware and software form one supplier. This meant that there should be bought out items from many suppliers since no one supplier could meet all the requirements of supply from its range of products. The corporation provided an exhaustive list of very difficult terms and conditions and pressurized the vendors to accept. The computer company who was finally awarded the contract had agreed to overall terms that were fine as far as their own products were concerned but had also accepted the same terms for the brought out items. In this case, the bought out items were to be imported through a letter of credit. The percentage of the bought out items versus their own manufacture was also very high. One of the terms accepted was that the system would be accepted over a period of 10 days after all the hardware had been linked up and software loaded. The computer company started facing trouble immediately on supply. There were over 100 computers over a distance connected with one another with software on it. For the

INDIAN SCHOOL OF MANAGEMENT Sub: Business Communication Skills Max. Marks: 100

acceptance tests, it had been agreed that the computer company would demonstrate as a pre-requisite the features they had claimed during technical discussions. Now, as you are aware, if a Hero Honda motorcycle claims 80 km to a litre of petrol, it is under ideal test conditions and if a motorcycle from the showroom were to be tried for this test before being accepted, it would never pass the test. In corporations case, due to internal politics, the corporation persons from one department who insisted on going exactly by the contract did not sign acceptance since the system could not meet the ideal test conditions. Further, in a classic case of, for want of a horse shoe, payment for the horse was held up, the computer company tried to get the system accepted and payment released. The system was so large that at any point of time over a period of 10 days something small or the other always gave problems. But the corporation took the stand that as far as they were concerned the contracts clearly were concerned the contract clearly mentioned that the system had to be tested as a whole and not module by module. Questions: 1. Comment on the terms and conditions placed by the corporation. 2. What factors influenced the computer companys decision to accept the contract? 3. Was it a win win agreement? Discuss?