Atikset16 Mcki

London School of Science
MCKI
and Technology
Pearson BTEC Level 5 HND
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:
12th May 2017
Submitted on:
Student Name:
Student ID:
Campus: Alperton/Luton/Birmingham (delete as appropriate)
Pearson Registration Number:
Instructions& Learner Declaration
An electronic copy of your assessment must be fully uploaded by the deadline date and time.
You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be
included within the same MS Office Word or PDF document.
The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as
your final submission.
Review the mitigating circumstances policy for information relating to extensions.
The file size must not exceed 20MB.
Answer the criteria in order, clearly indicating the pass criteria number.
Ensure that all work has been proof-read and checked prior to submission.
Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text,
font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.
Use the Harvard referencing system; otherwise it will be considered as plagiarised work.
Ensure that you back-up your work regularly and apply version control to your documents.
Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be
treated as a non-submission.
You must NOT submit a paper copy or email of this assessment to any member of staff at LSST.
Your work must be original with the appropriate referencing.
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Signature & Date:

London School of Science & Technology
Introduction
Communication is process used to communicate information among more than one party.
Communication is an important element for both organisation and personal skills. For every
organisation, knowledge management is very important. Author of this assignment will cover
several concept about knowledge and information management of ZARA UK.
Task 1: Report on different management levels of Zara UK
23.04.2017
TO
Senior management team,
Zara UK, London, UK.
Subject: report on all levels of management in Zara UK
Dear sir,
Management of Zara UK consists of three level with separate duties and responsibilities. The
coordination and cooperation among all of the this very important for this company.
1.1 Management levels of Zara UK

All the segments of Zara UK take crucial strategic decisions to survive the competition of this
global market. The role and responsibilities of these management level are given below
1
Unit 16 - Managing Communication Knowledge and information January 2017
Figure: Three management levels
Top level
This is called administration level management of Zara UK which consist of highest authority
of this organisation. This management level is formed by Board of Directors (BOD) and
General Manager (GM), The Chief Executive Officer, or Managing Director (MD). Top
management formulate objectives, plans and policies of Zara UK. They mainly do work of
planning. (Griffin, 2005).
Middle level
The middle level management of Zara UK is selected by Top level management. they
recommend different advice to the top management and implement policies. (Albarran,
2013)
Lower level
Lower level management direct other workers and develop motivation for them. They are
mainly Supervisors of different post.
Management uses following information to develop strategy for the company-
Strategic information
2
Use of this information optimises decision making process, planning and strategic
approaches. This is the key success factor of Zara UK. Mainly, Mid-level management
provides this information to top one and they make all the approaches for the company.
Strategic information includes quality management, program evaluation, data quality
program. ( Abels & Pisetzner Klein, 2008)
Tactical information
There are several examples of tactical information like Management Information

Systems(MIS) and Customer Relationship Management (CRM). Mid-level management
manages this information to support their departments.
Operational information
This the responsibilities of the operational managers to manage this information which keeps
records of sales and cash follows. Transaction Processing Systems is used by Zara UK to
manage operational information.
example of role and responsibilities different management level is given below in context of
Zara UK.
Different levels of management Examples

Top level Objectives, policies
Mid-level Managing Functional departments.
Lower Level Daily sales and cash flows
1.2 Information and knowledge required to ensure that effective decision

taking is possible across board in Zara
DIKW is abbreviation form of Data, Information, Knowledge, Wisdom pyramid. Another

name of this model is DIKW Hierarchy.
3
Source: Wikipedia(2017)
This four-tier pyramid possess interrelationship among all the elements. The relationship is
directed upwards from data to wisdom. Data refers to the signal as well as symbols.
Information is the collection of meaningful data. One the other hand, knowledge is formed by
the information. Wisdom provides judgmental attribute of knowledge.
Strategic plan: Strategic plan or strategic approaches are the set of planning which is
implemented to achieve competitive advantages in the market. Top level management of Zara
UK formulates strategic planning with the help of collected information from mid managers.
(Albarran, 2013).
UK business laws: UK government provided and monitors several which are mandatory for
the all business such as health and safety law, employability law and so on.
Selection and recruitment: Zara UK organises best possible of way of recruitment process
to hire best candidates with employability skills.
Personnel development: Personal development ensures productivity for the organisation.

Zara UK provides essential trainings to ensure best performance from them for the
organisations. (Burrow & Kleindl, 2013)
1.3 Assess internal and external sources of information and understanding

available in Zara UK for decision making
Zara UK collects their precious data from both internal and external sources. The features of
different sources are given below-
4
Figure: internal and external Sources
Internal sources
Internal information is manged from internal source of organisation. Internal sources are
income statement, transactions statement, Sales Figures, Personnel Records, Financial Docs,
Profit/Loss Account, inventory management, cash flows statement, financial condition and so
on. Moreover, information of all the functional department like management, marketing,
finance is also included here. (Rudani, 2013).
Assessment of Internal Information
Internal sources of information are the primary sources of information which comes from the
first-hand analysis of the employees. It also identifies errors of business operations and
function ability. It mostly represents internal ability of Zara UK.
External sources of information
External sources are mainly secondary sources of information like journals, newspapers,
online sources, magazines, LinkedIn, Facebook, twitter and so on. The external sources are
not free of cost. Zara UK collects information to analyses real time comparison with rivals.
(Brooking, 1999)
Assessment of External Information
External sources are the main sources of information of rivals. These are most importantly
helps to formulate strategy for the rivals and analysis the market.
5
1.4 recommendations for improvement to the Zara UK management team
The management of Zara UK has strong base of integrity and capability to achieve goal. But
in this dynamic market place, Zara UK has to follows following recommendation to survive
competition with rivals-
Refresh website content
The content of website should fulfil modern requirements like online shopping and online
customer care. Other that, website layout should be based on classic modern theme.
Social media
Social media helps to connect billion of people in a single platform. So, Zara UK can
promote their activities and support so that customers can get support without physical
movement.
Ask feedback
Feedback helps to understand needs and demands of the customer. So, asking feedback will
create more customers loyalty.
Email newsletters: subscribed users will be notified about different services, offers and
product of Zara UK.
Government company: government agencies regulates different activities of business

organisation; Zara UK should establish proper liaison with these agencies.
data/information and ONS: office of national statistics will provide sufficient information
and data and Zara UK can use this information to formulate strategy.
From,
XXX
Assistant customer service manager
Zara, UK
Dated: 23-4-17
6
Task 2: Portfolio format
2.1 Networking Strategy for launching ZARA Coat up for Men Event in the
greater London Area
Pre-event agenda
By
xxx
(Assistant Customer Service manager)
Stakeholder are the person who has interest on the business activities. They have some roles
and responsibilities towards Zara UK.
Primary and secondary stakeholders: Primary stakeholders are directly involved with
business activities of Zara UK. They are most prioritized stakeholders. Primary stakeholders
take particpitaiton of supply chain, distributors, employees, suppliers, shareholder and
managers. The secondary stakeholders take indirect participation in business but they have
influence over the activities. Government agencies, trade unions, and law enforcement
authorities are the secondary stakeholders. Invalid source specified.
Internal and external stakeholders: The employees and employers are the internal
stakeholder who remain within the organisation. The internal stakeholders of Zara UK are
Chief executive officer, investors, owners, managers, board of directors, employees and
staffs. The secondary stakeholders are the external stakeholder like customers, medias,
suppliers and government.
Following table consists how the stakeholder plays role in decision making of Zara UK.
Type of stakeholder Example Importance in decision

making
Internal Managing director High, responsible for all the
activities within the
organisations.
External Suppliers High. Quality of products
depends on their raw
7
materials
Primary Customers high. Growth of business
depends on customers.
Secondary Trade unions Medium. Work to ensure
labour right.
Fig: Stakeholders and their importance
2.2 Making Contacts with proposed invitees using appropriate and cost
effective channels
Stakeholder communication process is a channel though which company ensure the roles
and responsibilities of the stakeholder as well as their interest. This process also protects
stakeholder activities so that they can put their best effort on the business activities. Zara UK
maintains stakeholder communication process as per their proximity of task.
Figure: Stakeholder Communication Process
Stakeholder mapping is illustrated below-
8
Figure: Stakeholder Map
Figure: Stakeholder Mapping
9
Zara UK communicates with their stakeholder with different method like Telephone, Emails,
letters, fax, word of mouth, face to face, and social platforms like Facebook, LinkedIn and
twitter. The communication process with different stakeholder are given below in a table.
Stakeholders Communication process

Zara UK and CEO + Direct communication, face to face, by Telephone,
Board of Directors
Zara UK and Managers by Telephone, communicates Face to face, by Email
Zara UK and Suppliers Website, Face to face, by email or telephone
Zara UK and Telephone or email, Facebook or twitter, by Email
Customers
Zara UK and Product Telephone, by Facebook or by email.
designer
Zara UK and Media Telephone or email, Facebook or twitter
Email:
Email is short from of electronic mail which is perfect substitute of letter in these ages. it
helps to send any kinds of digital documents over internet.
Facebook and twitter
Two biggest social platform which are a cheap medium of communication. They help to
contact people by instant messaging and video conferences. Zara UK can promote through
these site by putting advertisement.
10
Twitter photo:
Letter
11
Letter is one of ancient method of communication. It also maintains privacy and formality.
That is Zara UK can notify their stakeholders with letter which also keep evidences.
Words of mouth
By this process. Stakeholder will communicate with other to promote the activities, products
and services of the Zara UK. This is the most effective process of communication.
2.3 Use the stakeholders feedback and opinion to inform the agenda and
implementation strategy in your portfolio
12
The stakeholder will be notified about the program via formal or informal communication.
Zara UK will prefer to formal communication with highest priority stakeholders.
main agenda of the events is as follows-
Whats to be done Timing
Check in of Guest 9.00 am- 10:00
Seats Taking 10:00 am- 11:00 am
Welcoming Speech 11:00 am- 12:00 am
Presentation of designer 12:00 am- 1:30 pm
Product showcasing 1:30 pm- 3: 15 pm
Break and refreshments 3:15 pm- 4:00 pm
Question and answering session 4:00 pm- 5:00 pm
Closing 5pm
Feedback questionnaires:
1. Are there any the newly added feature of these products? are new features
unique?. Yes B. No C. No Comment ans : yes
2. Do these products can capture new market with new customers ? . Yes B. No C.
No Comment ans : no
3. Will Zara UK able to compete with rival with these products ? . Yes B. No C. No
Comment ans : yes
4. Can customers use these products in every season.? Yes B. No C. No Comment
ans : yes
5. who are yours targeted customers for these products? A. youth B. Children C.
Mass people ans children
2.4 Designing strategies for improvement

The McKinsey 7-S model has seven factor who are divided into 2 parts. One is called soft
part and another is hard one.
13
Hard factors Soft factors
Strategy Shared Values
Structure Skills
Systems Style
Staff
Fig: The McKinsey 7-S Framework (mindtools.com, 2017)
The elements are described below in context of Zara UK-
Strategy: Zara UK should formulate plan to devise their competitors with the help of
stakeholder.
Structure: the structure of Zara UK and culture based on this structure will help to
improve.
Systems: the operational activities of Zara UK which will under an organized process
so that it can be done effectively.
14
Shared Values: shared values are the core competences of the Zara UK and it
represents the corporate culture and ethical practice of the company.
Style: the leadership styles of Zara UK will be taken under consideration.
Staff: the employees and their skills of Zara UK.
Skills: the actual skills and competencies of the employees working for the company.
(mindtools.com, 2017)
by taking these under consideration, Zara UK will have opportunity if improvement.
Task 3: Report
23.04.2017
TO
General Manager
Zara UK, London, UK.
Subject: present communication process of Zara UK
Dear sir,
This report will present insights about communication process of Zara UK.
3.1 Existing communication process of Zara UK
Communication is process of broadcasting information from one place to another with or

witout media. (Vanita, 2003)
Sender is the first elements of the structure of communication of Zara UK and receiver are
the last person.
15
Figure: communication process of Zara UK
Sender
The person who is responsible for sending the messages is called sender
Encoding
Encoding is encryption method by which sender can provide keys to the message with
symbol, variable or signs. (Yeshin, 1998)
Message channels
The message channel are websites, telephone call, letter, mails, Facebook, faxes and so on by
Zara UK (Vanita, 2003).
Decoding
Decoding the exact opposite of encoding which remove the restriction from the message.
(Albarran, 2013)
Noise
The obstacle which remains in the whole communication process while transferring message
is called Noise. (Fielding, 2006)
Feedback
Feedbacks are the opinion regarding to the services and products of Zara UK. (Yeshin, 1998)
16
The two effective processes of communication used in Zara UK are-
Zara UK follows two effective process of communication like Formal communications and
informal communication. Formal communication refers to the written communication. Zara
UK can communicate Via letter or Email. Informal communication refers to telephone
call, websites and face to face communication to share information directly. (Burrow &
Kleindl, 2013)
communication of three level of management within Zara UK is Upward communication,

downward communication and Horizontal communication.
The downward communication is the traditional method where order flows form higher
authority to lower authority (Burrow & Kleindl, 2013).. Upwards communication is simply
opposite where lower management of Zara UK send information, data to higher management
(Yeshin, 1998). The functional managers communicate parallelly which is called Horizontal
communication. (V.S.Bagad, 2008)
External communication method of Zara UK
3.2 Designing ways to improve appropriateness
17
Management of Zara UK can send regular updates to the employees, who can take other
necessary action to reach others. This process can be done by regular meeting with
employees, discussing different strategies and further improvement of Zara UK. After
meeting with employees, Zara UK should make appointment of communication committee
who will implement all other strategies formulated for the improvement of the company. Zara
UK can use Modern social site (LinkedIn, twitters, blogs, websites) to establish cheap and
easy communication channel with others.
Feedback analysis
The interest of the stakeholders is protected by Zara UK. The feedback shows needs and
demands of the stakeholders so that company can take necessary steps to correct problems
(Freeman, 2010). Feedback of suppliers, customers, others stakeholders has great influence
over improvement. Of Zara UK.
Feedback questionnaire sample has been given below-
1 Are you satisfied with the products and prices? 1.Yes B. No Ans; Yes
2 Do you think Zara UK should change the fashion trends? 1.Yes B. No Ans Yes
3 Do you have any suggestion about our products? 1.Yes B. No Ans Yes
4 Will you tell your friends or family to use our products in future? A. Yes B. No C. Do
not know. Ans Yes
3.3 Implement plans that will guarantee better communication mediums

between the local community and Zara
The town hall meeting will be great medium of communication with the people around here.
In this meeting people from local culture and different communication will be present. Zara
UK will understand the local culture and provide sufficient information so that it fits people
of that culture. On the other hand, communication method is different from communities to
communities. So, Zara UK will take necessary methods of communication. (Sehgal, 2006)
To reach mass people, Zara UK can follow local media. newspaper, radio and television are
the perfect example of mass media which will help to reach maximum number of people.
Video conferencing, intranet, extranet is also used by Zara UK over internet so make easy
connection. (Vanita, 2003)
18
3.4 Create a personal plan to improve own communication skills
SWOT analysis which is done to find strength, weakness Opportunities, Threats of any
organisation. This is example of SWOT analysis of for my own self to improve
communication skills.
Strengths Weaknesses Opportunities Threats

1. intense job 1. lack of training of 1. to have great 1. workplace politics
experiences in different opportunities in can ruin my career.
renowned communication international 2. failed to work
companies. skills. business. under pressure.
2. have good 2. lack of knowledge
academic about market
achievements analysis
3. multilingual and
have proficiency in
both verbal and
written
The SMART objective stands for
S-specific
M-measurable
A-achievable
R-realistic
T- time scaled
My personal SMART objective has been shown in the table below-
Required main Type of Duration Cost of Availability
19
segment of objective method training of
development Evaluation
method
Affiliated Market Full time 5 month 2000 Yes
Marketing analysis
From
Community Liaison Trainee Manager
Zara, UK
Dated: 23.04.2017
Task 4: LO4: Power Point slides
20
4.1 Report on the existing data collection, formatting, storage and
dissemination approaches in Zara UK
Welcome to the presentation
There are four stages of information structure. They are
1. Collection
2. Formatting
3. Storage
4. Dissemination
21
Data collection
Data collection is first stage of the information structure. Zara UK collects data from primary
sources like customers, suppliers, employers and internal audit. Newspapers, magazine,
journals are the secondary sources of information. (V.S.Bagad, 2008)
Data formatting
22
Data formatting means separation of data from the less important data. The important data is
separated from the useless data. The selected data is forwarded to next stage. (Brooking,
1999)
Data Storage
The next stage is data storage where databases are created by Zara UK to store information.
Data storage has easy access to authorized persons. Zara UK provides security to the storage
so that there is no breach in the storage. (Fielding, 2006)
23
Dissemination
This is the last stage where Zara UK provides data to the authorized sections and persons of
the company. Zara UK installed several programs to distribute these data like Executive
Support Systems (ESS), Decision Support Systems (DSS Transaction Processing Systems
(TPS) and Management Information Systems (MIS) (Atwood, 2009)
24
4.2 Carrying out appropriate changes to the collection, formatting, storing
and dissemination of information
Changes in collection
Zara UK only uses internal and external sources to collect information. It can arrange
research facility which will analyse different data and information using modern technologies
available here. This method is cheap and efficient. (Rudani, 2013)
25
Changes in formatting
If there is automation process of data formatting in Zara UK, the process swill be more easier
for this company and will save a lot of time. (Albarran, 2013)
Changes in storage
In storage, Zara UK should keep proper attention to the security of database. Because any
breach will cost huge damage to the fame, loyalty and service. In this age, security is most
concern issue. (Yeshin, 1998)
26
Changes in dissemination
Making easy access is the only requirement of this structure so that authorized person can
easy access to the information. (Atwood, 2009)
4.3 Implement a user-friendly strategy that can improve access and usage of
systems in Zara UK
Zara UK should formulate a user friendly strategy so that access in the system become more
easier-
27
knowledge management system
This is very important form all the companies as it provides a great help to manage critical
situation in the company. Zara UK can introduce knowledge management system in their
company. (Vanita, 2003)
Tightening of security: Zara UK take extra care about security so that no unauthorized
people can get access to the companys server. . (Fielding, 2006)
28
Reengineering: reengineering whole process will cost more money to Zara UK. This process
recreates old system into new one so that access to the system become more easier and cost
saving than before. (Albarran, 2013)
Automation: Zara UK can make automation in their information system. It will reduce humn
labour to find relevant data manually. (Yeshin, 1998)
Thank you
29
Conclusion
Managing information and system is very important for the companies available in this
world, without information, it is not possible to run a business. Author of report covers all the
aspect of managing communication and information system of Zara UK. In fine, he also
provides recommendation for the company.
30
References
Abels, E. G. & Pisetzner Klein, D., 2008. Business Information: Needs and Strategies. 1st ed.
Bingley: Academic Press.
Albarran, A. B., 2013. Management of Electronic and Digital Media. 1st ed. Boston:
Wadsworth Cengage Learning.
Atwood, C. G., 2009. Knowledge Management Basics. 1st ed. USA: ASTD Press.
Brooking, A., 1999. Corporate Memory: Strategies for Knowledge Management. 1st ed.
North Yorkshire: Thomson Learning.
Burrow, J. L. & Kleindl, B., 2013. Business Management. 13th ed. Mason: Soutth Western
Cengage Learning.
Fielding, M., 2006. Effective Communication in Organisations. 3rd ed. Cape Town: JUTA
Academic.
Freeman, R. E., 2010. Strategic Management: A Stakeholder Approach. 1st ed. New York:
Cambridge University Press.
Griffin, R. W., 2005. Management. Boston: Houghton Mifflin Co..
Rudani, R. B., 2013. Principles of Management. 1st ed. New Delhi: McGraw-Hill Education.
Sehgal, M. K., 2006. Business Communication. 1st ed. New Delhi: Excel Books.
V.S.Bagad, 2008. Management Information Systems. 3rd ed. Pune: Technical Publications.
Vanita, 2003. Effective Communication in Human Resource Development. 1st ed. New Delhi:
Atlantic Publishers and Distributors.
Yeshin, T., 1998. Integrated Marketing Communications. 1st ed. Oxford: British Library.
31
32

Atikset16 Mcki

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Atikset16 Mcki

Загружено:

Авторское право:

Доступные форматы

London School of Science

Instructions& Learner Declaration

Signature & Date:

Task 1: Report on different management levels of Zara UK

Senior management team,

Zara UK, London, UK.

Subject: report on all levels of management in Zara UK

1.1 Management levels of Zara UK

Figure: Three management levels

Management uses following information to develop strategy for the company-

There are several examples of tactical information like Management Information

Different levels of management Examples

1.2 Information and knowledge required to ensure that effective decision

DIKW is abbreviation form of Data, Information, Knowledge, Wisdom pyramid. Another

Personnel development: Personal development ensures productivity for the organisation.

1.3 Assess internal and external sources of information and understanding

Figure: internal and external Sources

Assessment of Internal Information

External sources of information

Assessment of External Information

Refresh website content

Government company: government agencies regulates different activities of business

Assistant customer service manager

(Assistant Customer Service manager)

Type of stakeholder Example Importance in decision

Fig: Stakeholders and their importance

Figure: Stakeholder Communication Process

Stakeholder mapping is illustrated below-

Figure: Stakeholder Map

Figure: Stakeholder Mapping

Stakeholders Communication process

Facebook and twitter

main agenda of the events is as follows-

Whats to be done Timing

Check in of Guest 9.00 am- 10:00

Seats Taking 10:00 am- 11:00 am

Welcoming Speech 11:00 am- 12:00 am

Presentation of designer 12:00 am- 1:30 pm

Product showcasing 1:30 pm- 3: 15 pm

Break and refreshments 3:15 pm- 4:00 pm

Question and answering session 4:00 pm- 5:00 pm

2.4 Designing strategies for improvement

Hard factors Soft factors

Strategy Shared Values

Fig: The McKinsey 7-S Framework (mindtools.com, 2017)

The elements are described below in context of Zara UK-

Style: the leadership styles of Zara UK will be taken under consideration.

Staff: the employees and their skills of Zara UK.

by taking these under consideration, Zara UK will have opportunity if improvement.

Zara UK, London, UK.

Subject: present communication process of Zara UK

3.1 Existing communication process of Zara UK

Communication is process of broadcasting information from one place to another with or

Figure: communication process of Zara UK

communication of three level of management within Zara UK is Upward communication,

External communication method of Zara UK

3.2 Designing ways to improve appropriateness

Feedback questionnaire sample has been given below-

3.3 Implement plans that will guarantee better communication mediums

3.4 Create a personal plan to improve own communication skills

Strengths Weaknesses Opportunities Threats

The SMART objective stands for

My personal SMART objective has been shown in the table below-