Practise choosing communication methods, judging internal and external messages, and analysing barriers in realistic business contexts.
Most people recognise Heinz for the phrase '57 varieties' even though it now produces many more than the original 57 varieties. H J Heinz, the founder of the Heinz business, believed the phrase sounded lucky.
Kraft Heinz is a world-wide producer of food products. It was formed from the merger of Kraft Foods and Heinz in 2015. This created the third largest food and drinks business in the USA and the fifth largest food and drinks business in the world.
Kraft Heinz has over 24 different brands, including Greenseas in Australia and Nutri+Plus in New Zealand. America has the largest number of brands from Maxwell House to Cool Whip. Kraft Heinz produces many different products including tomato sauce, 'Mac\&Cheese', pasta and its famous baked beans that are used and eaten by many people.
Kraft Heinz uses many methods to advertise its products. These include posters, billboards and leaflets in supermarkets.
Which one of the following is an example of external communication?
Select one answer.
A presentation by the chairperson to its employees
Sending a customer details of a special offer
A departmental meeting
Training sessions for new employees
B
NEXT works hard to remain competitive with other retailers of similar products.
Analyse why NEXT would want to remove any communication barriers within its organisation.
AO2 = 3 marks AO3 = 3 marks
AO2
- As NEXT trades in different countries it will therefore need employees to speak the language of that country.
- If NEXT has long chains of command it could mean that messages from head office take too long to reach shop assistants.
A03
- By speaking the language of the customer the staff can communicate and make it easier to increase sales.
- The communication could become unclear/inaccurate on its way through the chain of command leading to errors.
(6)
Level
Mark
Descriptor
0
No rewardable material.
Level 1
1-2
- Limited application of knowledge and understanding of business concepts and issues to the business context (AO2).
- Attempts to deconstruct business information and/or issues, finding limited connections between points (AO3).
Level 2
3-4
- Sound application of knowledge and understanding of business concepts and issues to the business context although there may be some inconsistencies (AO2).
- Deconstructs business information and/or issues, finding interconnected points with chains of reasoning, although there may be some logical inconsistencies (AO3).
Level 3
5-6
- Detailed application of knowledge and understanding of business concepts and issues to the business context throughout (AO2).
- Deconstructs business information and/or issues, finding detailed interconnected points with logical chains of reasoning (AO3).