Communication process

Introduction: Identification of the Web site, the sender, and perceived receiver.

In identification of the website as an effective means of communication to all who may be concerned to know more about an enterprise or even engage in transactions; taking the website http://walmartstores.com/AboutUs/ as the reference point. The popularity of the store has not reduced the need to develop a website since the more people know you the more they will seek to find about you. The message is all about the organization; with history and purpose of the company being put on the first page/forefront one can identify that the customer is the first perceived receiver. Since the “about us” page has links such as culture, corporate office, it can be recognized that the customer is not the only receiver, job seekers will probably be interested with the corporate office, suppliers with the logistics, loyalists with Sam’s Club and the Awards and Recognition etc. The competitors would also venture in just to see what they can add to their own websites or know what they are telling their customers as market leaders in terms of market share.

Analysis of the integrated business communication

Effective communication entails the process of passing a message that is comprehensible to the receiver. While face to face communication utilizes the tone of voice and facial expressions, the website is like a catalogue or a book, simple and words that are thought of to be familiar with the receiver are to be used. The first step is to clarify the purpose of the message and selection of the media; in this case it is the website, then identifying the needs of the receiver. Effective communication also considers the emotional phase of the process (Koontz & Weihrich, 2007). Effective communication must break through the hindrance of the general term recognized as noise; in the case for websites that could be inaccurate reception due to lack of attention, distrust of source and prejudices by the receiver (Reddy, 2004). To analyze effectiveness on websites usually organizations set aside a link for feedback that allows the receiver to share his view but businesses are cautious about the display of views online since not all are positive and some could possibly ruin the brand image (Guffey & Loewy, 2010).

Walmart’s choice of website is not unique as many organizations use the same media channel. Websites have the advantage of reducing cost especially that of organizations that are multi-nationals. Effectiveness is also enhanced by the fact that internet eases access and updating of pages. According to the website the company puts history, purpose and culture first because those are the main items that have been used to form the brand. The clear purpose of the organization is well placed and the language is simple; use of big words may not be effective as it discriminates using levels of education.

Media richness of section

Media richness of a website is analyzed based on ability to transmit multiple cues, capacity to allow a personal focus, capacity to allow prompt response and the possibility of information to be translated into different languages (Saeed & Sinnappan, 2009).

The webpage, though it lacks blogs, has podcasts (a series of digital media audio or video released periodically) on the right hand side which may add verbal and visual content to the written information. The webpage lacks the capacity for immediate response or for interactive communication even the link Sam’s Club is not all that interactive on the page. Though verbal communication is the richest, the firm cannot apply because of the high number of customers it serves every week from the 28 countries all with different perceptions.

Despite its operation in 28 countries the language available at the website is only English but there could be translations at the different countries websites but in the main website only English which again limits the richness of the website.

The links show that the designers of the website had to ensure that almost every viewer who opens the webpage would read the firm’s history and purpose as the target group is customers first. The other sections are based on choice of all; from job seekers to suppliers as well as customers. The purpose “to save people money to help them live better” sounds friendly and could well be more effective. The focus groups can link to various groups from the webpage which enriches the page.

Website framing

The website has multiple HTML files all which are can be linked from the first page. On the top horizontal bar of the master HTML file is the categorical information about Walmart Corporate; from Home to Suppliers in between there is part for careers, philanthropic participation etc.; these links even after visiting the “About us” webpage. On the left hand side of the “About us” page are links to purpose, history, culture, logistics, Sam’s Club etc. arranged vertically. There is podcast on the right and other related information about the options found on the left hand side of the page.

Identification of opinion leaders

From the podcast on the webpage, about us, the opinion leaders can be recognized to be the employees of Walmart Company; in particular Sam’s Club. They talk about the progressive career opportunities that they enjoy or available while working with the company.

Recommendation for improving word choice

Effective communication requires preference of simple words to big words. Instead of “philanthropy” they would integrate the word “charity” which would indiscriminate but it is good that in the top horizontal bar they have used a more simpler word; “giving”. Instead of “dominant format” to refer to Sam’ Club, they would use “leading chain or brand”. They would use “dreamt about” when referring to Walton’s “envisioned” and would replace “analogously” when referring to the use of trademark with “similarly”. Generally the chosen words are simple.

References

Guffey, E. N. & D. Loewy. (2010).Essentials of Business Communication. Natorp Boulevard:   Cengage Learning.

Koontz, H. & H. Weihrich. (2007). Essentials of Management.New Delhi: Tata McGraw-Hill   Publishing.

Reddy, R. (2004). Management Process. New Delhi: APH Publishing Corporation.

Saeed, S. (2009). Effects of Media Richness on User Acceptance of Web 2.0 Technologies in  Higher Education. Swinburne University of Technology: InTech Publishing. Retrieved         October 10, 2011 fromhttp://www.intechopen.com/articles/show/title/effects-of-media       richness-on-useracceptance-of-web-2-0-technologies-in-higher-edu