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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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Dear Sir,
The report will represent the need for information and knowledge required plan a market
penetration. As Zara is a leading company in UK so it has to develop its management plan
depending on real and exact information and knowledge. This will also verify the sources of
information and knowledge and improvement paths for management.
Discuss different decisions to be taken by the Zara senior management team for
this audacious plan to manifest [AC1.1].
Decision Making
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Junior Management: The lower level management or the operational mangers are the part
of this level. They just perform the tasks assigned by the middle management and the
job specified by the top management.
Strategic Plan: It is the plan of the strategies to be taken by the Zara in a competitive market.
Senior management level does the work and also makes some contingency plans to be
followed in different competitive situations.
Sources of Finance: Finance is the heart of organization. Finance sources and amount of
finance to be collected will be selected by the top level management. Finance can be
collected both from external and internal sources. But between them internal source is less
risky.
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Location: Location defines the degree of sales and customer attraction. It is an important
decision of the Zara. So the top level managers take the decision regarding a place that is near
the target market and where entry barrier is strong for competitors.
UK Business Law: As Zara conducts its business in UK as a clothing retail outlet so it has to
abide by the commercial law of UK. The law says that customer protection should be ensured
and disputes between customer and retailer must be solved through UK commercial law. So
Zara should maintain these issues.
Selection and Recruitment: Zara should emphasize on recruitment and selection carefully.
Because human resource defines the level of customer satisfaction as they contact directly
with customers. It should recruit the local person of UK to access to the local information and
to carry out the outlet successfully. Selection should match with the job specification.
Strategy to Face BREXIT: As Britain is no longer a member of the EU, so the business
condition there will definitely change. Zara should rethink the global policy, should follow
diversity in business perspective within the organization, and should make contingency
approaches to meet the situation. It should follow various strategies rather than following a
single one only.
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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
When data or the raw facts are analysed the result is called as information. Knowledge is the
gathered information required to carry out a job. Management requires both to take decisions
in order to be seceded in business by selecting the best alternative.
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Tactical Information: Tactical information refers the information required to select tactics
to meet the situational demand. Zara should gather information regarding market situation,
strength and weakness both of itself and the competitors, environmental analysis and external
forces those have an impact on business.
Operational Information: information required to carry out the operations in various level
of the organization is known as operational information. It requires adequate knowledge of
customers, products, value expectation, and other missions of the organization.
Tacit Knowledge: These are private knowledge and can’t be accessible by others. Customer
handling in varying situations, goals and policies of Zara falls into these category. It helps to
define the norm to be followed in different situations. It is almost a subconscious process of
knowledge that will help to work in an effective way.
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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
Sales figures: Past sales record will help to understand the trend of sales and factors
influence the sales.
Personnel records: personnel sales record, previous performance in the market will
supply information to take decisions.
Customer records: Customer preferences, buying behaviour are great source of
information. Address and contact number also gives a mean to collect information.
Financial documents such as trading, profit and loss accounts and the balance sheet:
financials documents help to analyse different trends and pattern in different situation
of the market.
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Among the external sources govt. websites usually provides rules and regulations but the
information regarding other companies and industry are not quiet available there. But the
journals and researches provide this sort of information that will help Zara to form strategy
and to take decisions. Newspaper and magazines provide a little range of information and
these sources depends on the interview taken by newspaper correspondence. So among these
journal and research is the best source to be considered.
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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
Training & Motivation Programs: These two programs aim at developing human skills and
getting work done by the people. It will develop the skills so that personnel recruited can
work efficiently. As a result the wastage will be lower. Motivation is a mean to employ the
potentiality of personnel and it will help to pursue the goals and missions of Zara.
CPD and Performance Related Rewards: Through CPD personnel skills, performance and
past record will be listed and it will help to assess the performance. On the other hand reward
will make the personnel interested to work. It will enable them to give their best to get the
offered reward. Through reward, performance recognition is expressed.
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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
As stakeholders are deeply related with the company in terms of ownership, investment,
profit, policies and so on. So their participation is badly needed to be succeeded in the
launching event of “SLIM FIT JEANS”. Their positive attitude will result in accomplishment
of goals.
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shareholders. These are related to decision
making.
External Excluding the internal part of Zara, who
influence on decision making indirectly and
influence profitability. These include,
members of supply chain, customers, lenders
and Government.
Scope of the Event: the event will take place to promote the product ‘“SLIM FIT JEANS”’
in Kent. It will be in front of all stakeholders as it can carry out the desired success in future
through making right decision about the product by analysing the both internal and external
aspects. To ensure maximum presence the program will be held on Sunday.
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Internal
Stakeholders Board of Directors
Managers
Employees
External
Stakeholder Customers
Suppliers
Product Designer
Decision will be collected from board of directors and will be followed by the managers and
employees to implement by making a mixture with customer taste and suppliers ability with
an attractive product design.
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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 with the invitees are
described below:
Telephone: Telephone number from the database can be a vital medium for communication.
But calling them time to time will be more costly but it will make the program more
attractive for the stakeholders and they will feel themselves important having a call from
Zara.
Emails: It is a cost effective medium to communicate as there will be only internet cost
involved and message should be same so time will be saved. But it is less sure to open the
mail by the respective stakeholders.
Letters: Letters can be sent to the stakeholders describing the event. It will also be cost
effective but slow process but fruitful. Different messages can also be developed by this
medium.
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Fax: Fax is a vital medium of communication. The message of product launch can be faxed to
the invitees describing the event and the message should be interesting. It is less effective and
covers only a partial portion.
Word of mouth: An important medium but can go wrong if the inviter makes any mistake in
communication.
Facebook: A medium presently at a boom position in the modern world. It is cost effective
and required less effort but gives a good response.
Twitter: A digital medium where a special segment is targeted. It is also requires less cost but
gives lower response than facebook.
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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
Check in 3:30 pm- 4:00 pm
Seating 4:00 pm- 4:30 pm
Welcome 4:30 pm- 4:45 pm
Presentation for Designer 4:45 pm- 5:15 pm
Test Product 5:15 pm- 6:00 pm
Refreshment 6.00 pm- 6:30 pm
Question and Answer Session 6:30 pm-6:45 pm
Feedback Form
Zara, London
Did the aesthetics feature of the product encourage you for trail?
Other opinion:
Thank You.
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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:
Presentation and trail of the Free trail can be offered to Can offer bundle price as buy
product for refreshment promote the product as it is 2 get 1 free or can coupons/
“SLIM FIT JEANS” it can’t discount card be offered to
be distribute for free. encourage purchase
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Task 3: Coherent Business Report
To,
Subject: Report on robust communication network channel to link employer and local
community.
Dear Sir,
In order to attain the goal and better integration it is must to robust communication network
between the employer and the local community. In this report I will represent the ways to
robust communication as a liaison manager.
Communication is the magic bullet of transferring message from one place to another. It is
the process of transmitting message from sender to receiver through a medium. It is a
sequential process of transaction of message.
Source: The sender of the message is considered as the source. It is the place where message
is generated.
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Message: The information to be transferred is considered as message, as job responsibility
message send by the top management to the lower management in Zara.
Encoding: assigning a code or a pattern which is only known to the receiver and sender that
save the message from third party access.
Channel: The media used to transmit the message is known as channel like as Facebook,
twitter or letter used in Zara.
Decoding: Breaking the code assigned by the sender to reveal the message.
Receiver: The ultimate destination of message, whoever has the valid identity to receive the
message.
Feedback: The signal sent by the receiver confirming the receipt of the message or sending
answer in return of the message.
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1. Downward Communication: The type of communication where information flows
from upper management to lower management. Here top management is the sender
and lower management is the receiver.
2. Upward Communication: Here the information flows from lower level towards
upper level. The lower level management transmit the messages as sender. It usually
done when the management need root level information. Here root level employees of
Zara transfers message to the top management gradually.
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When communication is made with the external parties then it is called external
communication. It depends on the external environment of Zara. When contacts are made
with third parties then it has to ensure the confidentiality of the message.
Internal communication is made between the internal parties of the Zara UK. Two
communication types are maintained one is written and another is verbal. Communication is
maintained regarding the minutes or agendas of the formal meeting, notice, reports for
written communication. In terms of oral communication face to face discussion is made and
meetings etc. are held in Zara.
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Design appropriate methods to improve the overall communication systems in-
line with modern realities in the sector [AC3.2]
Better communication results in better value creation across the organization. If the
communication is maintained and coordinated effectively then the efficiency increases and
the productivity raise. Companies frequently need to update the system and technologies of
communication.
Use of modern technology/ Digital tools: Modern technologies should be tagged with the
communication system. These modern tools help to accelerate the flow of information across
the stakeholders of Zara. The use of Facebook, Twitter, emails, intra-organization
communication software can be used to improve the system. Through this one party can
easily get the necessary message from the other party within moments. This will result in
quick feedback and quick response.
Feedback system:
Feedback is the response given by the receiver of the message. Through feedback the
message and effort can be redesigned through necessary correction. By this the probable area
of improvement of the effort can easily be identified. Feedback from customers help to
improve the product and the product can be modified with adjustments. Feedback from the
supplier will make the organization cost effective. If Zara design an effective feedback then it
will result in better deign, in productivity and in efficiency.
To collect feedback from the customers the following form can be used. This will help to
assemble the thinking of various customers regarding Zara and will help to maintain a better
relationship with the customers.
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Zara, UK
Email:
Contact no:
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Implement plans that will guarantee better communication mediums between the
local community and Zara UK [AC3.3]
If communication is maintained between the local community and the Zara then it will
possible to derive the better result in business. To do so Zara have to efficiently manage the
following mediums.
1. Regular town hall meetings: for town hall meetings Zara can apply two strategies. The
management bodies can meet at the town hall for promoting the ideas and business initiatives
and can arrange some cultural events like concert, a get together, conferences or seminars to
maintain a proper relation. It will also enable Zara to know about the thinking of the local
community towards Zara. It will help to improve the service level of Zara. It should be done
at a definite interval such as monthly or yearly etc.
2. Local Medias: Zara can use the local Medias of UK to get along with the local community
and to the customers of local area. They can use the following mediums:
TV: visual communication program or advertising can be made on television to attract the
local community and to form a favourable image.
Radios: Non visual appealing message can be used to reach on a specific segment. The
senior citizens are the main target of the program.
Along with these magazines, Video conferencing, chat rooms, intranet, extranet plays a vital
role to develop a good communication with local community. Magazines create a colourful
impression in mind and intranet maintain a successful communication internally where
extranet maintain it with external parties. New product promotions, gratitude and ideas can be
promoted to local communities can Zara can listen to the local community.
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Unit 16 - Managing Communication Knowledge and information – January 2017
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Create a personal plan to improve your own communication skills, as the newly
appointed community liaison trainee manager [AC3.4]
A liaison manager is entitled to maintain and improve the relationship with the actual and
potential customers of the company. As an appointed liaison manager of Zara I will
emphasize on customer preference and communication program. It is must to find the
strengths and weaknesses first to identify the opportunities and threats. Plan will be to
recover the weaknesses and turn into strength. The analysis of SWOT is given:
Personal plan: Personal plans to improve as a liaison manager of Zara are drawn below:
Being prompt in First Seeking support from May 2017 (3 Getting along
customer supervisor of the team months) with the critical
handling customers and
trying to handle
them
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Improving Second Seeking help from June 2017 Analysing the
customer dealing seniors situation and
tactics applying tactics.
customer Third Past case study and April 2017 Access to inner
judgment training feeling by judging
the behavioural
sign.
From,
Zara, UK
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Task 4: PowerPoint Slides with Integrated Speaker Note
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Report on the existing data collection, formatting, storage and dissemination
approaches in Zara UK [AC4.1].
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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].
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Implement users-friendly strategy that can improve access and usage of systems
in Zara UK [4.3].
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Conclusion:
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References and Bibliographies:
Murphy, H. and Peck, C. (1976). Effective business communications. New York:
McGraw-Hill.
Brooke, P. (2008). Hiring and firing. Nursing Management (Springhouse), 39(9), pp.50-
52.
Freeman RE, Harrison JS, Wicks AC, Parmar BL, Colle S (2010) Stakeholder Theory:
the State of the Art. Cambridge, Cambridge Univ. Press
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.
Hubert Österle, Elgar Fleisch, Rainer Alt (2001), Business networking: shaping collaboration
between enterprises.
Stallings, W. and Van Slyke, R. (1998). Business data communications. Upper Saddle
River, N.J.: Prentice Hall.
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Van Le, Christopher, "Opening the Doors to Digital Libraries: A Proposal to Exempt
Digital Libraries From the Copyright Act," Case Western Reserve Journal of Law,
Technology & The Internet, 1.2 (Spring 2010).
Wang, H.J., Morlang, A. Mang, F.Joseph, A.D. and Katz, R.H. (2001), A Service.
Creation Model for Integrated Communication Systems on the Internet
Saint-Paul, G. (2008). Innovation and inequality: How does technical progress affect
workers? Princeton, New Jersey: Princeton University Press.
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