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. (i) Identify the concept discussed in the above case. (ii) The concept identified in (i) above can be defined as a process having various elements. State first five elements of this process.Read more on Sarthaks.com – https://www.sarthaks.com/3768918/radhika-started-business-supplying-class-facial-beauty-parlours-various-cities-country
(i) The concept discussed in the above case is “Communication.”
(ii) Communication can be defined as the process of exchanging information, ideas, facts, or feelings between individuals or groups to achieve a common understanding.
The first five elements of the communication process are:
- Sender – The person who initiates the communication by encoding and transmitting the message. In this case, it could be Radhika or Vicky.
- Message – The information, idea, or fact that needs to be conveyed. Here, it refers to the details about the high-class facial kits.
- Encoding – The process of converting the message into a suitable format (words, images, gestures, etc.) for communication.
- Channel – The medium through which the message is transmitted (e.g., verbal communication, written documents, meetings, or digital platforms).
- Receiver – The person or group who receives and decodes the message. In this case, the employees at the parlours in Kagpur.
Since Vicky failed to ensure effective communication, the employees could not understand the product’s features and benefits, leading to poor sales.
