AR UMS.doc

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"n conclusion, the organi'ation must also understand the barriers in

e)ective communication so that it can run to demonstrate that the organi'ation

is able to indicate a competitive advantages among other organi'ations. "n

addition, according to erence.3.*, (200!, communication consists of the

sharing of information between and among human and systems they construct

by means of agreed4upon conventional signs, symbol and structures. o improve

our communication e)ectiveness, organisation must gives responsibility to

sender and receiver to active in listening s%ills to help an organi'ation gain a

competitive advantages.

2.0 LITERATURE REVIEW

THE RELATIONSHIP BETWEEN EFFECTIVE COMMUNICATION AND

COMPETITIVE ADVANTAGE

he e)ective communication can be de/ning in two ways information sharing

process which involves one party sending a message that is easily understood by

the receiving party. +)ective communication by managers in organi'ation

facilitates information and sharing information between company employees and

can be substantially contribute to it$s their organi'ation goals. According 5tacey

+dwards (206!, e)ective communication is also more than a description of

facts7 it is largely about developing a strategy for transmitting a speci/c

message. 8hereas, the competitive advantage is the favorable position an

organi'ation see%s in order to be more pro/table than its competitors.

he relationship between e)ective communication and competitive

advantage are close with each others. As we %now in an organi'ation, they need

to use e)ective communication to attract the customers understanding and also

to get competitive advantage from the business. he company said achieves


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business or they are already global players. 5uch organi'ations need to

communicate without boundaries (which they ma%e in practice!, and it brings a

di)erent set of circumstances and problems imposed by competitors to solve.

(5teers, D! stated that the output measure of organi'ational

e)ectiveness is an e&amination of the uantity and uality of raw material

outcomesof organi'ational activities. he output has been e&tremely popular in

evaluating organi'ational performances. he most common output measures are

of organi'ational productivity and pro/t, evaluating the organi'ations #bottom

line$. :eside that =$eilly and oberts (D! found that the active participation

in organi'ational networ%s and e)ective use of organi'ational information were

related to high wor% performance ratings. According ubbs and ;ain (D!, they

were compared two productions and found that the more productive of the two

had higher employee rating of communication e)ectiveness. *oreover, avernier

(E0! and ubbs and 8idgery (DE! report the signi/cant productivity increase

in organi'ations in which they implemented communication training program

between uality of communication and organi'ational output to be more to

organi'ational e)ectiveness than uantity and uality of output.

THE TYPES OF MEDIUM IN THE ORGANIZATION

According to 5ultan Ahmed han (200!, the overall media for e)ective

communication can be classi/ed into two ways which is non4 mechanical media

and mechanical media.


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comfortable with a presentation or with their audience, they are more con/dent

in delivering their messages.

Compared with the mechanical media, this medium indeed one of the

most easiest and fast, but it still e&ist a de/ciency in carry out a process of

communications. :oth leaders and o9cials feel the e)ectiveness of

communications electronic devices (web, smart phones, Gouube, live streaming,

Faceboo%, etc.!, which allowed for better communication and timely decision

ma%ing. ;owever, concerns e&ist about how and when to implement a social

media tool, for fear of losing control and e)ect of law.

THE BARRIERS OF EFFECTIVE COMMUNICATION IN ORGANIZATION

"n order to achieve a competitive advantage, there are some barriers in e)ective

communication that have been identi/ed. According to 5ultan Ahmed han

(200!, there are si& indicators identi/ed as a barrier to e)ective communication.

hese include distraction, bloc%s, poor s%ills, attitude, poor understanding and

lac% of feedbac%.

Dis!"#i$%

?istraction can occur anywhere and can be caused by many things. "t is di9cult

to understand if anyone is e&perience distraction by something else. "n e&ecuting

the communication process, one might be disturbed by other things nearby that

attract his or her attention, such as mobile phones, 5*5 and so on.

B&$#'s


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:loc%s may prevent a communication process to occur. :loc%s may also occur in

a variety of ways and situations that may prevent the process of sending and

receiving messages. "n many situations when operating the organi'ation, the

employee or the employer may e&perience bloc%ing such as loud noises that

bloc% communication, mobile phones lose signal and the computer that not

connected to the server.

P$$! S'i&&s

3oor s%ills is situated when some people are not trying to understand how to

listen e)ectively and not try to understand the message deliver to them. "f the

message is not transferred in appropriate way, its utility will lost. (5ultan Ahmed

han, 200!

B"( Ai)(*

Attitude is one of the obstacles in achieving competitive abilities in e)ective

communication. "n dealing with an organi'ation, every member in the

organi'ation may e&perience a bad day and this may inHuence to behave badly.

:oredom and lac% of interest in carrying out daily wor% is also a factor that led to

an employee or employer behaving badly at wor%.

P$$! U%(*!s"%(i%+

+)ective communication transmits a complete message so that the receivers can

understand the full meaning of the message (5ultan Ahmed han, 200!. 3oor

understanding of e)ective communication can be a barrier in achieving

competitive advantage in an organi'ation. 5ometimes, the sender used the word

that is di9cult to be understood by the recipient. *essage will be misunderstood

and communications underta%en will become less e)ective.


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L"#' $, F**(-"#'

Lac% of feedbac% occurs when the recipient does not respond after receiving a

message. his is one of the reason the sender does not %now whether the

recipient received the message that he or her trying to say. he sender also

cannot determine whether the communication is e)ective or not.

.0 DISCUSSION

"n this globali'ation era, competitor between the big companies are very

challenging. "n this study, we chose two companies , they are Coca4Cola and

3epsi. he e)orts of both companies have been counted through the way they

try to attract attention of customer by using many %inds of medium. 8e assumed

that Coca Cola has been using more e)ective medium during selling and

promote their product. he most popular medium Coca4Cola used is through

media *assa. According to yagi and umar (200I!, *edia can be de/ned as

facilitating institution that suggest appropriate message within the operative

constraints of space and is considered to be one of the most e)ective

advertisement methods among mar%eting practitioners. According to 5purgeon

(200E!, media consists of two categoriesJ published media and visualKaural

media. 3ublished media includes newspapers, maga'ines, trade and professional

press, as well as internet. >isual and aural media, on the other hand, include

television, radio, cinema, posters, billboards, and direct mailing.

Coca4Cola Company used all type of media *assa to promote and sell

their products.


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he company of 3epsi has the pro/t of .DE billion in 202 which is

lower than the coca cola company. he 3epsi company also much wea%er brand

awareness and mar%et share in the world beverage mar%et compared to coca4

cola company. he 3epsi company net pro/t is too low compared with the

company coca cola cause of due to lac% of customers and did not get much

response from customers. his is because7 customers$ tastes began to change

from drin%ing 3epsi to drin% coca cola where it has a lot of attractions.

5o, the conclusion for this discussion is show that Coca Cola is more

e)ective communication than 3epsi. his is because, 3epsi Company has less

e)ective communication on how to sell and promote their 3epsi product. o

ensure 3epsi can compete with coca cola, 3epsi Company should provide a

variety of alternative ways to promote more e)ective 3epsi so that become the

/rst choice of customers.

CONCLUSION

At the whole of this study, we have learn that e)ective communication is very

important to the organi'ations. 8hen the organi'ation applies e)ective

communication in their management and promoting of their products or services,

this organi'ation will adopt more gain of competitive advantage. "t is not only to

improve management and relationships between employees and employers but


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it also contributing to achieve the pro/t target and to attract more customers in

promoting their own products.

herefore, the organi'ations have to eliminate every barrier of e)ective

communications if they want to get more bene/t from applying it in their

organi'ations. 5tart to managers$ stages, managers would have applied e)ective

communications s%ills during they convey any messages to their subordinates.

hen, subordinates also need to understand on what their managers tal%ing

about and trying to be active listeners.

8e also have to understand on others aspects which they probably

involved directly or indirectly during two or more parties were communicate.

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