1.

0 Background of the study

1.1 Introduction

Research findings over the years have revealed the importance of the Corporate
Communication in the lives of business entities. A company's corporate communications
function is indeed a vital part of any kind of business for communicating information to both
external and internal audiences. It is important for a business entity to maintain the effective
flow of the communication wherein a clear message is delivered through the appropriate
channels and tailored to the audience. However some entities, failed to execute a good
communication strategies that leads to poor management and relationship within the
subordinates and superior.

Poor communication strategies in business whether internal or external, can lower the
efficacy of one organization or a particular group. Moreover, it will downgrade the creativity,
productivity, and motivation of the employees to comply with their duties and responsibilities.
An ineffective business communication skills will also demoralized the employees morale
wherein they are given unclear information for the completion of daily objectives of the
business. In addition to this, poor communication skills lead in the inappropriate management;
this can disable the companys innovation and competency to make positive contributions to
society.

A companys corporate communications function is responsible for communicating

information about the company to both external and internal audiences. This may cover the
execution of a corporate strategy, but also oversees a wide range of other functions such as
media relations, reputation management, corporate social responsibility, investor relations and
government affairs.

One of these functions includes internal communication, which encompasses

everything from functional items like official processes, guidelines and procedures; getting
employees the information they need to do their jobs, to inspirational items like mission
statements, company values, and voice guidelines, getting employees the information they
need to participate as part of the team. (Pantouvakis, 2012)

It is important that organizations foster an atmosphere of openness and create systems

that will lead to the free and effective flow of information, ideas, various resources and even
feelings to promote a sense of shared purpose. An excellent internal communication strategy
can unite and inspire members at all levels of an organization.

According to research from Florentine, 69% of employees are either not-engaged or

actively disengaged on the job. Further research from the organization estimates that over
185,000 million is lost annually due to lower productivity from actively disengaged workers
alone. It has been shown that the most effective way to increase employee engagement is
through clear and effective internal or employee communications.

1
 On the other hand, external communication focuses on spreading news and information
about your business, product and/or service to the public, customers and other business
stakeholders. This underpins how corporate reputation is viewed by those outside of the
business. It typically includes email, brochures, newsletters, posters, advertisements and other
forms of multimedia marketing designed to attract customers, partners and suppliers to conduct
profitable business transactions. Unlike internal communications, directed at employees to
explain policies and procedures, external communication devices promote sales and publicity,
generate sponsorship, announce events, products or services and support branding. Marketing
professionals use persuasive techniques to influence others in their external communication
strategies.

1.2 Statement of the Problem

This study seeks to determine the internal and external communication of Tengoku
Ramen House in its corporate communication in subordinates and superior. Specifically, this
study intends to provide answers to the following:
1.What is the profile of the company?
2.What are the current internal communication strategies of the company?
3.What are the current external communication strategies of the company?
4.What communication problems have you encountered? Still encountering?
5.Which improvements can be done to improve the companys internal and external
communication strategies?
.
1.3 Significance of the Action Plan

This study would be beneficial to all the students as this will influence them to
incorporate communication in their job interviews and how they communicate with other
people. This would also serve as a powerful tool needed to broaden their own way of handling
miscommunication and heighten their awareness on the importance of corporate
communication in their chosen field of study. This would enable the students to build a strong
foundation on corporate communication.

In addition, business administrators are also expected to benefit from this study. This
would help them provide means that would aid their corporate communication to have a higher
degree of awareness and understanding with regards to handling a conflict in the company.

And lastly, this would also be a great help for the further researchers in obtaining a
substantial learning experience and a comprehensive understanding on the importance of a
higher degree of awareness on corporate communication

2
 1.4 Scope and Limitations of the Action Plan

The coverage of this action plan is the analysis and interpretation of the internal and
external communication system in Tengoku Ramen House. The study considered both the
superior and subordinate responses as part of the variables. The data gathered for this study
was obtained through conducting an interview to the respondents.

2.0 The Company

2.1 History

Tengoku Ramen House was founded in December 12, 2015 by Mr. Romel D. Aguila.
He is a man who is calm, pleasant, manager and team player with a friendly and trustworthy
disposition, helpful and hardworking individual who have a passion for great food and who
enjoys cooking mouth watering dishes. Romel possesses a real passion for great food; he is
able to serve as a role model to his employees by demonstrating appropriate behavior towards
all work related matters. As a proven leader, he is not only able to give orders and delegate
tasks, but is also able to reliably carry out orders as well. As a Chef, he has a proven track
record of making great food that will entice diners and leave them wanting more.

He studied in Mapua Institute but was unable to pursue a career in engineering due to
financial liability. Forced to start over, it was at this point in his life when Romel took interest
in the food service when he was employed in a Japanese Restaurant. After finishing his
contract with the company, he worked for Jamboo Japs in Pasig, Metro Manila. The next
several years proved to be a whirlwind for the ambitious and hard-driving Romel. He became
Executive Chef of Japanese Restaurants by Jambo Japs Inc in the Philippines.

In 2009, he went to Canada and got a job at Cosmos Pizza, one of the best Canadian
pizza restaurants of its day. Romel spent nearly five years as the Food Supervisor. Romels
passion for great food led the chef to open his first Japanese restaurant, Tengoku Ramen House
at Poblacion I, National Highway, Cuenca, Batangas last December 12, 2015.

It was started as a single space wherein they only have 3 tables in accommodating their
customers. Until, there are an increasing number of customers visiting everyday that's lead the
management to expand the size of their restaurant. Due to great perseverance and effort, the
said business was expanded for another branch in Lipa City, Batangas. It was indeed a good
sign of success and fast growth of the Tengoku Ramen House. Currently, it was managed by 4
persons who are equally invested their part for the business; through capital or effort. The
owners of the business are siblings. They share their knowledge and ability for the continuous
expansion of the business.

3
 2.2 Organizational Chart

Tengoku Ramen House

Organizational Chart

Mr Rommel Aguila
Owner/Executive
Chef

Mr.Edwin Aguila Ms. Ellen Corciega Mr. Racel Lao

Part-owner Part-owner Part-owner
/Marketing Manager /Sales Manager /Assistant Chef

Mrs. Liza Aguila

Assistant Marketing
Manager
Line Cook 1 Line Cook 2

Dishwasher1 Dishwasher2

Server 1 Server 2

Figure 1.1 Organizational Chart

Providing staff management is a key role in being a restaurant owner. Mr. Rommel
Aguila, (owner) will generally be responsible in doing the final decision of the business. He is
an individual who owns and oversees the operation of a restaurant. As an executive chef, he is

4
 responsible in all cooking decisions and checking the recipes. The 3 part-owner, who has their
specific field of management have their own duties to ensure the consistency and reliability of
the marketing, sales and finance. Under the marketing management, who is Mrs. Liza Aguila,
the assistant marketing manager is the one who received the online orders and does the online
advertisement. The 2 Line cook is responsible to assist the executive chef. While the 2
dishwashers and the 2 servers are assigned in maintaining the good ambiance of the place and
all the food that will be serve.

3.0 Methodology

The qualitative type of research was used to collect information. The researchers gave a
letter of intent for interview at the Lipa Branch of Tengoku Ramen House, a Japanese
Restaurant last April 28, 2017. Ms Aguila, the marketing manager and part owner of the store
received the letter and immediately scheduled an interview at their Cuenca Branch last May 3,
2017 from 5:33- 6:15 in the afternoon. Ms Aguila answered the interview with full knowledge
that the answers and information given will be used for research and business proposal, only.
The data collected will be analyzed through a transcript, and it will be used to create a
communication proposal by the researchers.

4.0 Discussion of Result

4.1 Profile of the Company

Tengoku Ramen House is a Japanese term which means Kingdom of Heaven,

established last December 12, 2015. According to Miss Aguila, part owner of the
proprietorship, the restaurant was the product of the seventeen (17) years hard work of Chef
Rommel Aguila in Canada. The restaurant has two branches. The first branch is located at
Cuenca, Batangas and the newly-established branch is under the vicinity of Lipa City,
Batangas. The Cuenca branch has three owners namely: Mr. Rommel Aguila (Executive Chef)
, Mr. Edwin Aguila (Marketing Manager) and Ms. Ellen Corciega (Part-owner), while the Lipa
branch has four owners, the same owners as to the Cuenca branch except that Mr. Racel Lao
(Assistant Chef), invested to be its owner as well.
Tengoku Ramen House aims to introduce Japanese and Asian foods in the Philippines
at its lowest cost. Moreover, they target the preferences of the professionals and serve a low-
budget meal for the students.

4.2 Tengoku Ramen Houses current internal communication strategies

Sa ngayon, we are using the text, calls, emails at tsaka messenger as means of
communication since napaka-advance na ng ating technology, as what Ms. Aguila said. They
talk to their employees by means of their phones. Aside from that, the employees talk to them
with utmost respect even during busy hours. At the same time, owners and managers openly
listens to employees since they are the one facing the costumers every day. They use electrical
gadgets incase that they are away from each other. For example, minsan kasi may mga online
orders kami, yun nga lang ay kaming owners lang ang may access sa page, so kami ang

5
nakakaalam. Ang gagawin namin, magsesend kami ng messages sa kanila para maasikaso nila
ang orders kahit malayo kami sa kanila, lalo nat busy na [kami] since dalawa na yung branch
namin.,as said by Ms. Aguila.
Also, they conduct monthly meetings to assess the current events that are hasppening
within their businesses. Yon din yung time na nakikinig kami sa kanila for the companys
improvement, Miss Aguila.

4.3 Tengoku Ramen Houses current external communication strategies

The restaurant offers a lot of promo especially during holidays. They offer meals at its
lowest cost to encourage buyers as well as to handle market pressure, since the Villa Lourdes
Subdivision where stores and food chains are closed to each other. Kagaya nung lent, we
offered meatless meals, tapos this summer ay halo-halo o kaya naman, yung mga main dish
namin na Japanese ay inooffer namin sa students kasi diba pag students maliit pa lang yung
budget nila. Ms. Aguila said. Furthermore, they have invested in this advertisement agency in
Lipa City, known as Hello Lipa! to position its brand name to the market. According to Miss
Aguila, Ayun, tinutulungan kami ng Hello, Lipa para magadvertise. Sila yung nagtuturo
samin what to post sa social media page namin at tsaka inaadvertise din nila kami dito sa
Lipa.
Moreover, since Tengoku Ramen House offers foreign delicacies, they are more prone
to foreign costumers and investors. During peak season, locals and foreigners come and go
within their shop. Minsan, may mga lasing kami na costumer, kasi hindi naman kami
namimili eh, ayun, kinakausap naming sila with respect pa rin since costumer naming sila,
tsaka ineentertain. Yun din naman, if Japanese ang pumunta walang problema. Yun nga lang
kung ang pumunta is different language na hindi naming naiintindihan, we use hand gestures
na lang to communicate As stated, Tengoku Ramen House uses different strategy to
communicate with their external environment. They use more off the face-to-face technique to
deliver their messages clearly and concisely.

4.4 Problems in communication that they encounter/still encountering

Tengoku Ramen House is a small sole proprietor but still expanding in Batangas.
However, expansion of businesses causes problems in communication. As of this date, we
didnt encounter any problem yet since kamag-anak din naming yung mga employees namin.
Kumabaga ay casual na pag-uusap na lang ang ginagawa namin dito sa store. Pero kapag
meetings naman naming, maayos kaming naguusap, yung professional talk talaga, nakikita din
kasi namin yung care nila sa business kasi kamag-anak nga, kaya hindi naman
nagkakapikunan. Nakikinig din kami sa isat-isa kasi nga, iba iba din kami ng ginagawaas
said by Mrs. Aguila. When asked about the hindrance in their communication, Mrs. Aguila
answered Siguro, yung brown-out kasi nga ang gamit namin ay social media. According to
her, there are times that orders are not taken properly due to power interruptions. They werent
able to get orders from their page causing delay of orders and foods. Kapag ganun, nagoofer
na lang kami ng mga promo/complementary. Like, magooffer ng discount or pipili sila ng
libreng food para lang bumalik sila. Kaya lang, minsan ay abusado na din sila

6
 4.5 Further improvement for the store.

Tengoku Ramen House is still open for suggestions to improve their store. Moreover,
they are willing to pay an amount of money to improve what kind of communication they have
nowadays. They have conducted experiments for their companys improvement.

5.0 The Proposed Communication Action Plan

The table contains information's that are relevant to Tengoku Ramen House. The
proposal can be helpful in promoting its name to the market for foods and services. Moreover,
they need to pay a large amount of money for the improvement. Furthermore, Ms. Aguila
already concluded that they are willing to pay an amount of money for their own good.

Areas Strategies Objectives Target Participants Budget

person
Internal 1. Held a 1. To measure 1. Employees 1. The 1. Snacks-
meeting at least every employees and parties employees of 1000
once a week for productivity and involved in the Tengoku
evaluation of efficiency on the the Restaurant
the weekly task task given. management and its
given to each of the superiors.
employee. restaurant.

2. Use a more 2. To create a 2. Employees 2. The 2.

advance type of better and parties employees of Microphones
technology communication involved in the Tengoku - 3000
within the between the Restaurant Speakers -
workplace. For employees management and its 1000
example, a especially during of the superiors. Installation
microphone at peak seasons. restaurant. Furthermore, fees - 3000
the counter and technicians Labor- 2000
speakers at and Maintenance-
every corner/ electricians 1000
division of the are involved
restaurant. for daily
inspection of
the
equipment.

3. Make sure to 3. To promote an 3. Managerial 3. Managers, 3. Snacks-

talk to environment positions as Employees, 1000
employees face where there is an well as the and Owners.

7
 to face though open owners.
they are communication
relatives, since between the
they are the one superiors and
facing the subordinates.
stakeholders
each and every
hour.
External 1. Be more 1. To introduce 1. 1. 1. Website
active at social the foreign Stakeholders, Employees, design and
networking restaurant costumers, the creation-
sites. Create a quickly at the others... That management, 10000
site where market and to is not familiar and the
announcements encourage locals with the community.
and patronize the restaurant.
advertisements product.
are posted. For
example, video
clips about the
store will be
posted at the
site.

2. Give the 2. To be able to 2. Foreign 2. 2. Foreign

employees communicate investors and Managerial lessons-
some foreign well to foreign costumers. positions, 15000
language investors and employees,
lessons. costumers when and foreign
they are left at investors and
the store. costumers.
Moreover,
conflicts and
misunderstanding
will be reduced
as well.

8
 3. Be more 3. To eliminate 3. The 3. The 3. Posters-
concise on conflicts during community dormitories 500
deliveries and late delivers and nears the and
promos. un- vicinity of apartments at
understandable Tengoku. the Villa
promos. Lourdes
Subdivision,
Employees,
other online
costumers
and the
management.

4. Prepare a 4. To be more 4. Online 4. Managers, 4. Generator-

substitute for efficient at merchandisers and the 20000
electric receiving online and dealer of Gas and other
sources. e.g..,, a orders and costumers. electric expenses-
generator. decrease delays supplies 3000
at deliveries.

Table 1.2 Internal and External Communication Proposals