Introduction
The organisation I have chosen to study is Boots. My chosen organisation has many different ways of presenting information. Information can be found from a large variety of sources. These ways include; verbal, written, on-screen, multimedia and web-based.
P1
Verbal
Face-to-face verbal communication is the simplest type of communication to understand, people are less likely to misinterpret things that are being said. In the business environment it is not always possible to meet in person and is more convenient to talk on the telephone. Telephone conversations are also an effective way of communicating and it is important to use a variety of different methods. There are many ways of using verbal communication. Talking is the most effective and comfortable way for most people to communicate.
The purpose of using verbal communication is that it is the simplest type of communication. It is used very often in boots stores. For example when customers come into store and need to find out the location of the product. It is very commonly found on a day to day basis. It is used all the time when communicating to customers. For example yesterday I was helping a customer, whilst working on the perfume counter, to find a suitable perfume for her daughters 16th birthday.
Written
Written communication is one of the most common forms of communication within the business environment. It is key that small business owners and managers have a good level of effective written communication. This will boost the employees to improve their written skills. Examples of written communication that are used on a daily basis within Boots include: * Email * Internet website * Postcards * Telegrams * News letters * Contracts * Advertisements * Letters * Faxes * Proposals * Brochures
Advantages and disadvantages of written communication
Advantages
* Witten communication saves money, you can send an email which will be received within seconds to anywhere in the world. This will save international calling costs. * Written communication can be used as proof, in a dispute or argument can be used as evidence. * Written communication can be used instead of personal contact. For example: you could tell an employee she/he must work overtime through emailing, instead of face-to-face verbal communication.

Disadvantages * A disadvantage of written communication is that anyone can read it once its written down- it isn’t very private or discreet. For example if you wrote your till pin on a piece of paper, and left it, it is there for anyone’s eyes to see. * Another disadvantage of written communication is the delay in communication. You may email someone, but they might not check there emails and get the message until the next day.
On-screen
This type of information is produced on screen. This can be seen in many different ways including: multimedia CD-ROMS and TV these methods combine audio, video, graphics, animation and text. The purpose of using on screen communication allows people to easily understand a subject.
Boots use CD-ROMS in there photography department. Customers are able to bring in their cameras and they can transfer them onto a disk to keep their photos to allow more room on their camera or print them off or give them to their friends etc.
Multimedia
The term multimedia means more than one type of media incorporated together. Media can be made up of, graphics, audio, animation, data, video, text and so on. An example of multimedia being used in my chosen organisation is their webpage includes text and also includes pictures.
Multimedia can also stand for interactive media. This includes video games which teach children maths. Multimedia can also be known as hypermedia or rich media. Multimedia is most frequently used from CD-ROMs to DVDs or even a magazine which incorporates text and pictures.
Web-based
Web-based information portrays many positive things for multimedia technology. The majority of people nowadays have access to computers and internet, these makes it possible to access content from anywhere in the world. This is a great advantage to people because it means that they can access current and up to date information and can be available to them whenever they need. A huge amount of interactive multimedia is now accessed and delivered via the internet.
Boots uses web-based information on their online site. Here customers are able to order products to the store or even to their home. There is a much wider range of products available online than there is in the actual store. Many people prefer shopping online as its much more convenient and can find what you need straight away.
When I applied for a job in boots, I did it online. After filling out a form about myself I was then invited to do an online test which would work out if I was suitable for the job and should be invited to an interview.
What are the purposes of information?
Valid and reliable information are a necessity when it comes to business organisations. Organisations use information for many different purposes, including: * Strategic direction and SWOT analysis * Keeping knowledge up to date * Offering competitive insight * Inviting support for activities * Informing future developments * Communicating sales promotions
Updating knowledge
It is very important that businesses should keep up to date with any changes that are happening within their markets. Information is required so that the business knows: * What the economy is doing * How labour markets are changing * How their markets are developing * What new laws are being passed that may affect the way in which they operate
All of this information will help the organisation to make decisions which are accurate. Bad decisions are often made as a result of wrong or inadequate information.
Informing future developments
In order to not be left behind by other competition, the business should adapt, develop and grow. Informed decisions should be made in order to develop. The company won’t release a product unless they have supporting evidence that the product is likely to sell.
Strategic direction and SWOT analysis
The process which companies conclude their purpose, goals and objectives and desired levels of attainment is called strategic direction. Strategic direction is a course of action that leads them to the achievement of the goals of an organisations strategy. It also allows the organisation to implement the actions, then access progress and results. Actions may be changed or modified whenever and wherever necessary.
The term strategic direction is used to tell us where they are going over the next year or more. In order to establish strategic direction, businesses need to collect a huge amount of information from sources, both internally and externally. After collecting this information the organisation must then use a SWOT analysis. The term SWOT analysis means:
Strengths
Weaknesses
Opportunities
Threats
The SWOT analysis can be used to scrutinize, and look at the positive and negative points of an organisation. These positive and negative factors are internal. This is the first step of planning and organising. It allows marketers to focus on the key weaknesses of the organisation.
Weaknesses:
* A damaged reputation * Bad quality of services or goods * Lack of marketing knowledge * Poor business location * Undifferentiated services or products

Strengths: * Quality products and services * Goof business location * Specialist marketing expertise * A new and interesting product or service
Opportunities:
* A new international market * Moving into a new segment that can offer higher profits * A market vacated by a failing or ineffective competitor * Mergers, joint ventures or strategic alliances
Threats:
* Price wars with other competitors * Taxation on your product or service * A new competitor within your market
Promotions that go on within boots are often suited to the time of the year, e.g. if its summertime, they offer sun cream on a special buy. At Christmas time they offer gift sets at a discounted price. This enables consumers to purchase more of these products as they are suited to the time of year.