Professional Communication Skills for Business Studies - Case Study Example

Professional Communication Skills for Business Studies Part I: Definitions Analyse: Analyse has been defined as looking for similarities and differences between items under discussion. Analyse in the context of explanation is describing how one thing influences another. Analyse in the context of discussion is describing what people think about something. Analysis involves taking apart an idea, concept or statement for consideration of all factors, and should be methodically and logically organised. Analysing a business case could be broken down into six skills. These include mapping the case; framing the case; recognizing influences and impacts; identifying problems; and proposing solutions. The Cambridge Advanced Learner’s Dictionary has defined analyse as to study or examine something in detail, in order to discover more about it. 2. Assess: Assessing involves making comments about the value/importance of the concepts and ideas under discussion. Assessment involves making clear by the use of example. Assess in the context of discussion involves describing what people think about something. Assess has been defined as to judge or decide the amount, value, quality or importance of something by the Cambridge Advanced Learner’s Dictionary. 3. Compare: Comparison involves taking apart an idea, a concept or statement in order to consider all the factors it consists of and should be methodically and logically organised. Comparison in the context of discussion involves discussion about what people think about something. Comparison involves looking for similarities and differences between the items under discussion. The Cambridge Advanced Learner’s Dictionary has defined compare as to examine or look for the difference between two or more things. 4. Describe: Describe is to give a detailed account of something. Describe is to give reasons for and against; investigate and examine by argument. Description involves what or how something is; or how two or more things are. The Cambridge Advanced Learner’s dictionary has defined describe as to say or write what something or something is like. 5. Discuss: Discuss is to state precisely what is meant by a particular issue, theory or concept. Discussion involves describing what people think about something. Discussion involves giving reasons for and against; and investigation and examination by argument. The Cambridge Advanced Learner’s Dictionary has defined discuss as to talk or write about a subject in detail especially considering different ideas and opinions related to it. 6. Illustrate: Illustrate is to make something clear or giving reasons for something. Illustration in the context of description involves what or how something is; or how two or more things are. Illustrate involves making clear by the use of example. The Cambridge Advanced Learner’s Dictionary has defined illustrate as to show the meaning or truth of something more clearly, especially by giving examples. References Cambridge Advanced Learners Dictionary. (2009). Cambridge Advanced Learners Dictionary. Available: http://dictionary.cambridge.org/. Last accessed 20 December 2009. The Open University. (2009). Professional communication skills for business studies. Available: http://www.open.ac.uk/courses/tasters/lb160/. Last accessed 21 December 2009. Part II: A Review of Pizza Hut in Saudi Arabia and Egypt Introduction Pizza Hut is the world’s largest restaurant company employing more than 300,000 people. Dan and Frank Carney, two brothers, opened the first Pizza Hut in Wichita, Kansas, USA. Initially there was room for only 25 seats, and there was space for only nine letters in the name. As there was space for three letters with “Pizza” already in the name, and the building looked like a hut, Pizza Hut was born (Pizza Hut, 2009). According to Yahoo (2009), Pizza Hut, a division of YUM! Brands, operates more than 13,000 outlets in more than 100 countries worldwide. Pan Pizza; Thin n Crispy; Stuffed Crust; Hand Tossed, and Sicilian are a variety of pizzas offered. Dine-in services are offered in its characteristic red-roofed restaurants, and carry-out as well as delivery services are also offered. Approximately 20 percent of its restaurants are company-operated, while the remaining units are licensed or franchised. Scott Bergen is the President and Chief Concept Officer; Patrick Murtha is the Chief Operating Officer; and David Gibbs is the Chief Financial Officer. Business Practices Pizza Hut (2009) has the mission and goal of increasing sales and market share, with a focus on customer satisfaction and producing a high quality product. “Customer Mania” is a term to describe the impact of customer satisfaction to the business, and employees are encouraged to be “Customer Maniacs” for satisfying customers’ satisfaction. Pizza Hut has grown and has been immensely successful under the ownership of Pepsi. Pizza Hut operates under the franchisee model in the Middle East lending its brand, recipes, and business skills to local business groups. Being a culturally diverse company, the Company has adapted to different cultures by offering different menus with a variety of toppings. The Company has been able to stay ahead of the competition by adapting its products and services and delivering a high quality of service unparalled by other service providers. This includes an integration of technology to manage overheads and human resources efficiently, and offering a variety of services. The Company spends a significant amount of its revenues on training employees, and its customer service has been rated high among customers. Pizza Hut has carved a niche in all its core dimensions of the business; recipes; management of resources; application of technology and innovation; and customer service. Checklists Source materials, their reliability, and information extracted have been illustrated in table 1. Source materials include brochures, corporate websites, third party websites and interviews. Table 1. Source Materials Source Type Information Extraction Brochure Primary Corporate History, Menu Items How the business started and grew over the years? What items are available in the menu? What cultural innovations influenced the local menus? Corporate Website Primary Corporate History, Financial Information, Business Strategy What is the business strategy? How does it innovate? What are its human resource practices? Third Party Website Secondary Corporate Analysis, Analysts Information How does the company rank in comparison to its peers? How do analysts tracking the company view the business? Interview Primary User Survey What is the user experience? What does the management believe in? A checklist has been illustrated in table 2. This includes a check on the information sources, and the use of information in the analysis. Table 2. Checklist for Use of Source Information (Bonano & Jones, 1997) Sl # Check Use of Information 1 Relevant information from reading is used Corporate information, business strategy, financial information, menu items, analyst views 2 Irrelevant information from reading is excluded Items/offers on other international menus, licensing information, job openings, number/type of vehicles 3 Information from reading or other research is interpreted correctly Innovation influenced by cultural, religious, and local customs 4 Information from reading or other research is transferred correctly Business practices specific to Saudi Arabia and Egypt, menu items specific to Saudi Arabia and Egypt 5 Information is integrated within the text Findings have been included in prose 6 Text is free from plagiarism Opinions, analysis, and information has been referenced 7 Bibliography is constructed correctly Opinions, analysis, and information has been referenced Mind Map A mind map for the company has been illustrated in figure 1. The mind map begins with the business and terminates with user reviews. Figure 1. Pizza Hut Mind Map Saudi Arabia Pizza Hut has been operating in Saudi Arabia since 1986. Pizza Hut is a part of the Mawarid Group and enjoys the top position for any pizza occasion, either dine out, or home delivery. There are 64 branches in Saudi Arabia classified within six provinces’ Qaseem; Western; Eastern; Southern; Northern; and Riyadh. The Oven-Hot Delivery System is a guarantee that pizzas delivered at home would be oven-hot. Services available in Saudi Arabia include dining; take away; and home delivery. Special programs have been developed for children including birthday parties; kids meal; and toys with every meal. Special offers restaurants include “Big Cheese,” and a variety of pricing for larger orders. According to Pizza Hut Saudi Arabia (2002) the menu has been classified into Starters and Salads; Pizzas; Pastas and Sandwiches; and Desserts. The starter menu has over thirteen items, with ingredients such as cashew nuts to satisfy the local palette. There are over twelve varieties of pizzas, with Seafood Island Pizza being very popular among customers. There are over 10 varieties of pastas, and the Chicken/Shrimp Penne Arabiatta has been specifically developed to match the local taste. There are over three varieties of sandwiches. Over seven varieties of desserts, three varieties of mock tails, four varieties of hot drinks, and cold drinks are available. The Jeddah region with over 31 branches has its own dedicated site. A casual talk with a group of students one evening revealed that it was one of their favourite restaurants, and they often dined at the restaurant. The hot summer months offered cool dining experience, while the mild winter months offered a pleasant ambience. Egypt According to Pizza Hut Egypt (2009) the menu in Egypt has been classified as Appetizers; Salads; Pizza; Pasta; Sandwiches; Drinks; and Desserts. There are over 23 items as starters. Some specialized items developed for the region include Fasting Seafood Spin Rolls; Fasting Tuna Melts; and Fasting Vegi Rolls. There are four items available as salads. There are over fifteen types of stuffed crust pizzas; four types of pan pizzas; three types of thin pizzas. There are over 21 types of large toppings available in small, medium, or large sizes. There are more than eight types of pasta items, and two types of sandwiches. There are more than 17 types of drinks, and two types of desserts. A large family that happened to be dining on the day of visit said that they enjoyed Italian meals, and Pizza Hut offered a nice dining experience for the family. Cultural Niche Khalid Ansari, a manager in Saudi Arabia, indicated that they were sensitive to cultural requirements. Medhat Mohammed , a manager in Egypt, was of the opinion that cultural innovation was one of the strengths of Pizza Hut. The pricing is competitive worldwide. The choice of meat and preparation is unique in Saudi Arabia and Egypt. In both countries pork is not available on the menus, and all other non-vegetarian items are prepared according to cultural preferences such as “Halal,” and choice of cooking oil. They indicated that during the holy month of Ramadan, during fasting, special items are on offer when fasting is broken. Conclusion Pizza Hut has established itself among the finest dining experience providers among pizza lovers worldwide. Innovation has resulted in specialized varieties of pizzas such as Pan Pizza; Thin n Crispy; Stuffed Crust; Hand Tossed, and Sicilian. Customers enjoy dine-in in characteristic red-roofed restaurants; carry-out; or home delivery services. Piza Hut is led by Scott Bergen; Patrick Murtha; and David Gibbs in various leadership positions. Over 80% of its businesses are licensed or franchised. The Company has a great focus on high quality products and services; customer satisfaction; and employee training. The Company is culturally sensitive, and has developed its recipe to satisfy the local palette. Pizza Hut operates its business through franchises in Saudi Arabia and Egypt. Saudi Arabia has over 64 branches in all its regions. Special items such as Chicken/Shrimp Penne Arabiatta have been developed for the people in the region. Fasting Seafood Spin Rolls; Fasting Tuna Melts; and Fasting Vegi Rolls are special items available in Egypt. Pricing, cultural sensitiveness, and fine dining experience has made Pizza Hut popular among the local population. References Bonano, H. & Jones, J. (1997). MASUS Project. University of Sydney. Pizza Hut. (2009). Pizza Hut. Available: http://www.pizzahut.com/. Last accessed 21 December 2009. Pizza Hut Egypt. (2009). Menu. Available: http://www.pizzahut.com.eg/. Last accessed 21 December 2009. Pizza Hut Jeddah. (2000). Menu. Available: http://www.pizzahut-jeddah.com/Pages/menu.htm. Last accessed 21 December 2009. Pizza Hut Saudi Arabia. (2002). Menu. Available: http://www.pizzahutsaudia.com/mainMenu.htm. Last accessed 21 December 2009. Yahoo. (2009). Pizza Hut, Inc. Available: http://biz.yahoo.com/ic/89/89521.html. Last accessed 21 December 2009. Read More