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Pearson BTEC Level 5 HND
MCKI
Diploma in Business
Unit 16: Managing Communications,
Knowledge and information
Assignment Title: Managing Communications,
Knowledge and information
Module Leader:
Patrick Justus
Internal Verifier:
Dr. George Panagiotou
Issued on:
30th January 2017
Deadline:
Student Name:
Student ID:
Campus: Alperton/Luton/Birmingham (delete as appropriate)
Pearson Registration Number:
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Introduction:
A company’s success is totally dependents on customers demand and requirements. This can
be fulfilled through an easy and fruitful communication and smooth information flow
between the company and its customers. This report will emphasise on the importance to
have efficient and authentic information for taking effective decisions and the significant
contribution of communication in maintaining a strong customer & community relationship.
In addition, communication process, liaison among the community and personal plan for
improving skills of a liaison trainee officer of Zara UK will also be examined.
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Authentic information and knowledge is inevitable for making an effective marketing plan as
well as for taking a right decision. This report will focus on assessing required information
and knowledge to ensure effective decision making and planning formulation, evaluating
external and internal information source and drawing justified recommendation for improving
management decision of Zara UK.
Discuss different decisions to be taken by the Zara senior management team for
this audacious plan to manifest [AC1.1].
Decision Making is the course of action that is chosen from a set of alternatives to achieve a
specific objective or goal. Right decision leads an organization to reach its desired gaol.
Adequate and authentic information and knowledge makes the decisions effective and paves
the way of fulfilling desired goal. Persons who are from different levels of management of an
organization are responsible for decision making(Brooke, 2008). In Zara different decisions
are taken by senior management team in the various levels of management.Level of
Management of Zara includes three levels such as- senior Management, middle Management,
junior Management
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Junior Management: This level consists of supervisors, clerk, foremen etc of Zara who are
responsible to perform the activities to implement the plans taken by the senior and middle
management (Bazerman, 2002).
Strategic Plan: Strategic plan is an essential plan for a company which is used to set
priorities, allocation and distribution of energy and resources to ensure proper execution and
coordination among different activities to achieve a specific goal. Senior management of Zara
UK need to assign its resources to explore the demands, choices, preferences, economic
condition, and social structure of the customers of UK to penetrate to the market successfully.
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Sources of Finance: Finance is key resource of a company to implement its planning. Zara is
a renowned and financially strong company. It can use both the external and internal
resources. It may collect finance from selling share, taking loan from banks, its investment
fund.
Location: Location is a great factor to be a successful company. Zara usually selects the best
and most expensive location for its outlet. As UK is a developed country its customers has
higher purchasing capability and social status, Zara need to continue its tradition in case of
choosing the location.
UK Business Law: Business laws vary from country to country. A Company need to obey
the regional law where it is operating its operation. So Zara need to make a plan of
penetration after analysing the UK business law to finds out the given facilities and
restrictions.
Selection and Recruitment: Companies recruit its human resource to carry out their
functions according to its plan. To operate business in UK Zara can recruit the local people
for different division through an efficient selection process to implement its penetration plan
(Brooke, 2008).
Personal Development: Developing the skills and efficiency of the recruited personnel Zara
need to take training programs, workshops which will be conducted by the higher officials
and resource persons of Zara.
Strategy to Face BREXIT: UK as a member of European Union follows its policy, rules and
regulations. The policies and regulations can be changed as they cancelled their membership.
It may also affect the business laws and its economic conditions which can create threats or
opportunities for Zara. For formulating penetration planning Zara’s senior management need
to forecast the consequences of BREXIT.
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Examine information and knowledge required to ensure that effective decision
taking is possible across board in Zara UK [AC1.2].
Information and Knowledge: Effective decisions are taken on the basis of authentic
information not on the basis of assumptions. Information is derived from data. Data is the raw
form when it is processed and made capable for using in decision making is become
information. From information when different ideas are generated then it is called knowledge.
Zara need to go through this process to get essential information and knowledge for making
their decisions effective.
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Information Needed by Zara UK to Ensure Effective Decision in Penetration Plan
Strategic Information: Strategic information is the information which helps the company to
formulate a strategy for short or long time. Zara need strategic information for setting its
strategies and objectives of its penetration plan for UK market.
Tactical Information: Tactical information is the information that helps to implement the
strategies effectively. Zara need this information to implementation of its penetration
planning in UK market for achieving formulated strategies.
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Tacit Knowledge: Tacit knowledge is the kind of knowledge that is difficult to transfer to
another person by means of writing it down or verbalizing it. The resource persons hold these
kinds of information. Zara need this kind of information to formulate right strategy and
planning which help to achieve its objective.
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Assess internal and external sources of information and understanding available
in Zara UK for decision making [AC1.3].
Internal Sources of Information: Internal source refers to those sources which is available
within the organization. (Brooke, 2008)These sources provide various documents which
provide different information. Periodic sales figures, financial statements, balance sheets,
personnel records, customer records etc. are internal information sources which are available
for Zara.
External Sources of Information: The sources outside the organization are the external
sources. Available external sources for Zara are Government websites, Trade/association,
journals and researches newspapers and magazines, multi-media
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Justify your recommendations for improvement to the Zara UK management
team [AC1.4].
You will have to show the reasons along with the discussion of every point because question
has asked for the justification of your recommendations
New technology: Present era is based on modern technology. Which company is more
technologically advanced, is stronger today. Information flow among different parties is
inevitable to improve the efficiency and capability of management team of Zara UK. For this
reason Zara need to install new technology to set up advanced information system which will
ensure the regular flow of information.
Training & Motivation Programs: Training and motivation programs are also very
essential which will increase skill, efficiency and productivity of management team members
of Zara UK.
CPD and Performance Related Rewards: Generally a person gets motivated if he gets
recognition of his work which encourages him to improve more. Zara need to give
performance based awards to encourage the employees to make more improvements. This
can be done through CPD which is the act of recording the skills, knowledge and experience
gained from works.
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Task Two: Portfolio
By
XXXXXX
Identify at least a minimum of four and maximum of six stakeholders that you
will invite for this important occasion [AC2.1].
Proposed Plan: In the real sense the Zara is run by the interests of different stakeholders
including individuals or groups. They have a great impact on Zara UK. For drawing attention
of the stakeholders Zara need to make a good contact with them which will ensure a
coordinated effective networking. There are the following stakeholders in Zara UK:
Internal and External Stakeholders: Internal stakeholders are Owners and shareholders
Managers Staff and employees. They make organizational policy and strategic decisions of
Zara UK. CEO and Board of Directors, Owners & shareholders, Managers, Staff and
employees are the example of internal stake holders.
External stakeholders are different parties outside the organization such as Customers
Suppliers, Government Community. Their bargaining power mainly influences the functions
and capability of Zara.
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Internal Stakeholders
Board of
Managers Employees
Directors
External Stakeholder
Product
Customers Suppliers
Designer
Primary and Secondary Stakeholders: Primary stake holder’s areShareholders & investors,
employees, contractors, customers & suppliers. These stakeholders affect the internal
activities of Zara UK.
Secondary stakeholders are media, action groups, government agencies, trade unions,
regulatory authorities. Does not have much effect on Zara UK, but some of their rules should
be followed.
• Media
• Action groups
• Government agencies
Secondary • Trade unions
Stakeholders • Regulatory authorities
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Scope of the Event: The event will make a platform for Zara UK to interact with the
stakeholders and raising interests towards the company which will build a good network.
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Make contacts with your proposed invitees using appropriate and cost effective
channels [AC2.2].
List of Available Communication Channel for Zara to communicate its various stakeholders
are the following:
Email: E-mail is one of the famous channels by which Zara communicate with its different
stakeholders.
Facebook: Widely used most famous social media is Facebook. Zara has its official
Facebook page which communicates its various products and offers with the customers.
Twitter: Twitter is another social media. Zara has also twitter page use as a channel of
communication.
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Letter photo: Zara also sends letter to its special stakeholders to communicate with them.
Word of mouth: It is a powerful tool of communication. Company itself does not use it but
the customers who are satisfied by the products of Zara tell to other that the products of Zara
are standard.
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Customers Customers are everything to a Telephone, face book, email,
company. Rapid communication phone, and twitter
with customers through these
channels build a good
networking with Zara
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Involves those invitees you have contacted for this occasion ensure that their
interests are well represented throughout the occasion [AC2.3].
Agenda of the Programme
Agenda Time
The check in time for the launching program
starts from 3 hours of the main program, which is
Check in
5 p.m.
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Feedback Form:
Of
Zara UK
Email Address:
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Design all-inclusive strategy that will make the event more interesting and
memorable for all [2.4]
Strategy to make the event memorable: Everyone might not interest to come to the event
or they might not feel interesting it can spoil the event and lead to failure achieving desired
objectives.(Stallings and Van Slyke, 1998) For these reasons the following promotional
activities and offering gifts to the audience can make the event interesting:
Giving incentives Giving buy one get one offer, Arranging lottery with gifts,
Offering sample product various level of discounts, gifts for everyone who came to
Arranging a gorgeous cultural offering sample products for the events etc.
program trial use, offering snacks and
coffee or ice-cream
Zara can take the above promotional activities to make the event interesting to the
stakeholders.
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Task 3: Coherent Business Report
To,
Subject: Report on robust communication channels for linking employers and local
community
Dear Sir,
Source: Source is the sender from where the message is sent. Zara is the sender here. They
send messages to its stakeholders with a view to spreading information.
Message: message is the information that is sent towards for the receiver. Zara form a
message which includes what information they want to share or inform to its stakeholders.
Encode: Encoding is the process of transforming digital messages into analogue. Zara uses
email or others social media to send their messages which are encoded by their used devices
like mobiles or computers.
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Channel: Channel is that which is responsible for the delivery of the chosen message form.
Zara use email and send it through internet which is working as a channel in this
communication process.
Decode: Decoding is the process of transforming the analogue message into digital messages.
Zara send encoded message and their stakeholders as a receiver get decoded message through
their electronic devices.
Receiver: It is the destination, to which the message was being sent. To whom Zara send its
messages is receiver such as suppliers, employees, managers, customers etc.
Feedback: The reply that the receiver gives to the sender. Zara not only send the messages
they also asked for feedbacks from their stakeholders.
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1. Downward Communication: Downward communication is the flow of information
and messages from top level management to lower level management inside an
organization. When information from managing director of Zara transfers to the staff
maintaining formal channel, it can be considered downward communication.
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Figure 6: Internal Communication, Source: Communicationtheory.org
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Proper, smooth and effective communication among the different parties of an organization is
the precondition of success of a company. As a famous company Zara need to develop an
effective communication system which will ensure the smooth flow of information.(Murphy
and Peck, 1976)How the overall communication systems of Zara in-line with modern realities
in the sector can be improved this discussed below:
Use of modern technology/ Digital tools: Now a day’s communication system is totally
dependent on the use of modern technology and digital devices. The higher use of
advanced technology, the stronger the communication system which will ensure the
regular information flow. To develop overall communication system of Zara in-line with
modern realities in the sector, it needs to update its communication technology
continuously through using digital devices.
Feedback system: Improvement in the products and functions of a business organization
mostly depend on the feedbacks of the ultimate consumers and the downstream supply
chain members. The problems faced by the customers while using the product, expected
benefits from the products can be collected through a updated and coordinated feedback
system. Not only the customers but also wholesalers and retailers give their feedbacks
regarding customer needs, problems and requirements which will help to improve
products and relationship with the customers. So Zara need to develop a updated and
coordinated feedback system to develop its overall communication systems.
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Unit 16 - Managing Communication Knowledge and information –January 2017
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Implement plans that will guarantee better communication mediums between the
local community and Zara UK [AC3.3]
A local person of the location where business is situated has a great influence on the
success of the company. So Zara need implement its plans in such a way whichwill
guarantee better communication mediums between the local community and Zara UK.
The plans that are needed to be implemented for such communications are:
1. Regular town hall meetings: Meetings can be arranged monthly or quarterly in town
halls, where management of Zara will available in order to see and talk with local
community. They will share their views to the community and similarly will listen to
the views of the community. Cultural programs can be arranged with a view to develop
a cultural bonding besides gift exchange program can be arranged on occasions.
2. Local Medias— local media such as TV, Radios, local newspapers, magazines, Video
conferencing, chat rooms, intranet, extranet etc. have a great impact on the success of Zara.
Because the local Medias may broadcast or disclose news in favour of the Zara which will
works as publicity for the company. So Zara need to develop a good relationship with local
Medias so that they can communicate the local people properly through the Medias.
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Create a personal plan to improve your own communication skills, as the newly
appointed community liaison trainee manager [AC3.4]
SWOT Analysis as Community Liaison Trainee is described below(Stallings and Van Slyke,
1998):
All the Development Needs will be to Improve Communication Skills. See the Question. So,
Modify the Development Needs if Needed. And, Your Weakness and Opportunity May
include communication related skills.
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Off the job
IT training Level 4/5
Improvement
and technical achievement
on IT skills & 2 July,2017 $540
skills (certificate)
technical skills
training
course
Evaluation
Training with
Improve October, by senior
3 senior N/A
judgment 2017 management
management
and feedback
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Task 4: PowerPoint Slides with Integrated Speaker Note
Welcome
to
Improve systems relating to information and
knowledge
Note:
Welcome to my presentation on improving systems
relating to information and knowledge of Zara UK
Contents
LO1: Understand how to assess information and
knowledge needs.
LO2: Be able to create strategies to increase
personal networking to widen involvement in the
decision making process
LO3: Be able to develop communication processes
LO4: Be able to improve systems relating to
information and knowledge
Note:
These are the contents which will be discussed today
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Introduction
This presentation will focus on giving the idea of the
existing data collection, formatting, storage and
dissemination approaches, will identify necessary
changes to improve on the mediums in-line with the
new mandate in Zara UK and will Implement users-
friendly strategy that can improve access and usage of
systems in Zara
Note:
This presentation will focus on giving the idea of the existing data
collection, formatting, storage and dissemination approaches, will
identify necessary changes to improve on the mediums in-line with
the new mandate in Zara UK and will Implement users-friendly
strategy that can improve access and usage of systems in Zara
Note:
Zara UK collects their data from Customer
records, Survey, Research conducted by outside
firms
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Continue….
Formatting: Data is formatted in the following
categories:
Customer Name
Birth date
Age
Address
Phone number
Storage: Data is mainly stored in the main
customer data storage
Note:
Formatting: Collected data is formatted by Zara UK in
various categories such as- Customer Name-Birth date, Age,
Address, Phone number
Storage: Zara UK store their data in the main customer data storage
Continue….
Dissemination: Zara UK disseminate the data
to the public in the following way:
In the form of broacher and magazine
By Advertisements in television and social medias
Publishing information in the newspapers
Press release
Note:
Zara UK disseminate the data to the public In the form of
broacher and magazine, By Advertisements in television
and social medias, Publishing information in the
newspapers, Press release
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Conduct necessary changes to improve on the above mediums in AC4.1, in-line
with your new mandate in Zara UK [AC4.2].
Data collection
Note:
Zara UK needs to update the data collection method such as Customer
records, Survey, Research conducted by outside firms with modern
technologies which will improve the data collection medium
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Formatting
For improving the Formatting of data collection it
needs to include some more categories:
Color Preference
Favorite types of dresses
Expectations
Note:
For improving the Formatting of data collection it
needs to include some more categories: Color Preference ,
Favorite types of dresses ,Expectations
Storage
Zara UK can use Database Management System
(DBMS) as a storage . DBMS is the system that uses
software to create and manage databases. It provides
company the programs to create systematic ways, it
retrieves, manages data and it updates the data of
customers of Zara UK
Note:
Zara UK can use Database Management System (DBMS) as a
storage . DBMS is the system that uses software to create and
manage databases. It provides company the programs to create
systematic ways, it retrieves, manages data and it updates the data of
customers of Zara UK
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Dissemination
Note:
Beside its traditional media Zara UK can use FM Radio as a
media of disseminating its information to customers
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Implement users-friendly strategy that can improve access and usage of systems
in Zara UK [4.3].
Note:
Knowledge management systems refer to any kind of IT
system that stores and retrieves knowledge, improve
collaboration, locate knowledge sources, capture and uses
knowledge
Note:
Advantages of Knowledge management systems are An
improvements in the selling process of goods and services, Increase
customer satisfaction, An increase in quality of good and services,
Increase in business efficiency
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Note:
Disadvantages of Knowledge management systems are -This
system is complex and hard to understand for the employees ,
It is a costly system , Companies often fail to keep to up with
new technologies that affect Knowledge management systems
Note:
User friendly system can be implemented if
customers and staffs can easily access and use their
accounts anytime from any place.
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Conclusion
Knowledge and information system is very
much important for Zara UK to keep holding
the current position. If it properly collect,
format, store and disseminate required data
and bring some changes as per above
suggestion it will pave the way of Success of
Zara UK
Reference
Bazerman, M. (2002).Judgment in managerial decision making. New York: Wiley.
Brooke, P. (2008). Hiring and firing. Nursing Management (Springhouse), 39(9), pp.50-52.
Business Communication Quarterly.(2009). Business Communication Quarterly, 72(2),
pp.145-145.
Fitzgerald, S. (2002). Decision making. Oxford, U.K.: Capstone Pub.
Murphy, H. and Peck, C. (1976).Effective business communications. New York: McGraw-
Hill.
Laudon, K. and Laudon, J. (2004).Management information systems. Upper Saddle River,
N.J.: Prentice Hall.
Richards, J., Hull, J., Proctor, S. and Richards, J. (1997).New interchange. Cambridge,
U.K.: Cambridge University Press.
Robbins, S. and Coulter, M. (2005).Management. Upper Saddle River, NJ: Pearson
Prentice Hall.
Simon, H. (1976). Administrative behavior. New York: Free Press.
Stallings, W. and Van Slyke, R. (1998).Business data communications. Upper Saddle River,
N.J.: Prentice Hall.
UK business objectives in computing, telecommunications and information policies.
(1987). Computer Law & Security Review, 3(2), pp.9-10
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Thank You
Note: Thanks every one for your cordial co-operation
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References and Bibliographies
Bazerman, M. (2002).Judgment in managerial decision making. New York: Wiley.
Brooke, P. (2008). Hiring and firing. Nursing Management (Springhouse), 39(9), pp.50-52.
Richards, J., Hull, J., Proctor, S. and Richards, J. (1997).New interchange. Cambridge, U.K.:
Cambridge University Press.
Robbins, S. and Coulter, M. (2005).Management. Upper Saddle River, NJ: Pearson Prentice
Hall.
Stallings, W. and Van Slyke, R. (1998).Business data communications. Upper Saddle River,
N.J.: Prentice Hall.
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