Abstract

This case study details the predicament faced by Nand Kumar, who worked as a Marketing Manager in a consumer packaged goods company. Aggrieved at the cost-cutting measures introduced at the company, Kumar shot off an email to the CEO of the company. Now, after receiving the response from the CEO, he wondered whether he had approached the issue in the right way

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the communication process
• Understand the issues related to different forms of communication — viz. oral commu-nication, written communication and the appropriateness of each form of commu-nication in different situations
• Understand the pros and cons of using different types of media such as telephone, email, etc., and Understand the issues in written communication and develop skills in this area.

Keywords

Business Communication, Oral communication, Written communication , Business writing, Email, Memo, Circular, Telephone, Face-to-face communication