Importance of Data Collection and Dissemination

This presentation discusses the importance of data collection and dissemination in business communication. It highlights how data helps in decision making and improving business functions. The presentation also explores various methods of data collection such as mails, feedback, and website blogs.

BUSINESS COMMUNICATION

INTRODUCTION
Business needs to communicate its actions in order to accomplish their operations and processes.
The actions are to be communicated with the workforces and management team of the
organisation. It is necessary that connectivity should be strong and accurate with the person
whom the action or the message has been communicated. A business should have a proper
communication network and all the factors that are chains of the network should have effective
skills and methods of communicating the message (Arvidsson, 2012). The report is covering
information about benefits and methods of developing communication processes, along with
this, the ways of improving the systems that are related to information and knowledge.
The report is providing brief knowledge for useful processes and methods of business
communication in the context of Asda. It is British founded supermarket retailer that is dealing
with various products and offering different types of services. The company is also caters
services in financial market and owns a mobile phone company with the network of
EE(Everything Everywhere).

TASK 3
3.1 The internal and external processes of
communication
It is examined that an organisation needs to have proper network of communication in
order to function effective operations and processes throughout the business. For this,
the organisation needs to develop a better network and improve the set of
communication skills present in the managers and other workforces. Considering this
aspect with Asda industries, it has been evidenced that the company uses effective
methods of communicating the actions and commands among the internal and external
sources (Barker, Valos and Shimp, 2012). The individuals that are working within
Asda forces efforts on reducing all the barriers to communicate in a proper and
effective manner. The internal communication method is based on flow of messages
from the sender to receiver without the guarantee that the person who receives the
message would understand the content or not. The project groups of Asda aiming for
identifying such issues and implementing changes in order to overcome these issues.

Contd.
The external process of communication is also important for Asda for
conveying messages and information to their receivers and
stakeholders. It helps them to notify or inform their changes in legal
policies, regulations and other organisational framework (Blanc and
Bouillon, 2012). For this, the management needs to implement better
and effective communication skills among their managers and
employees. They are using the ways of communicating the messages to
their individuals by the method of mails, advertisements, website
blogs, public releases, etc. By these methods, Asda convey the useful
information to their external sources

3.2 The strategies to improve communication with suppliers,
customers and other stakeholders
It is evaluated that an organisation needs to adopt an effective
communication network to connect with the different sources and
essential elements of the organisation. In that case, it is essential for
Asda to implement better communication network among their
suppliers, customers and other stakeholders. It would be beneficial in
properly executing their business operations and implementing the
action plans to achieve the organisational objectives (Chakravorti,
Daniels and Lassar, 2015). For this, the management of Asda can
consider various strategies to improve their communication network
with the suppliers, potential customers and other stakeholders like
investors and shareholders. The effective strategies in that context are:

Contd.
For developing communication network among Suppliers
Supplier relationship management software – The organisation could invest their capital in
adopting the SCM software from the market or could develop itself as per their usage and
functioning. This type of software has various valuable features and attributes to perform
many tasks related to the supplier's management (Choo, 2010). It includes activities like
managing the supplier's profile, updating them regularly, monitoring their performance and
techniques for distributing the products, identifying new suppliers from the market. Its main
aim in regard to Asda is to maintain the level of inventory and stock in the company. It tracks
all the functions and supplies made by the suppliers, improvize them as per their results.
Build up better communication line – It is important for every organisation to build up better
communication and relationship network with their suppliers (Edenius and Borgerson, 2013).
For this, the company could adopt various strategies like organising meetings, managing
business events and parties, etc. in order to share information about the new products and
building up better relations.

Contd.
For developing communication network among Customers
Share information through public relations - The customers are termed as the most significant
member of an organisation. The continuity of the business of an organisation is directly
linked up with the relation and communication network with them. In that scenario, the
organisation should implement better network from their targeted customers and related
market in order to accomplish all the desired objectives (Fill, 2015). The organisation could
use the strategies to improve their customers relation by using the methods of social media
interaction, online forum to resolve the conflicts or issues, feedback blogs on websites, etc.
Customer care emailing and phone calls – The management team of Asda needs to implement
strategies like developing a medium of connecting with their customers. For this, the method
for communicating with the customers are emails and telephonic conversations. This gives
both the parties to convey their views, issues, suggestions and assumptions for the company
and their products.

Contd.
For developing communication network among other Stakeholders
Considering the current method of Asda to communicate the information to their targeted
audiences are through four websites. Their aim is to promote and publicize new
range of products and maintain a perfect relation with all the stakeholders
(Grönroos, 2014). The four websites are focusing on various aspect and that are:
 A company's website that provide information about the business and their annual
reports which is beneficial for all the investors and shareholders.
 Supermarket website where the consumers can place their orders.
 A website that provides information about a products and services offered by the
company.
 A promotional website, which supports the products and drive the attention of
customers towards the benefits of the products.

3.3 The managerial skills among the managers to ensure effective
communication is maintained
Managerial skills to ensure effective communication
The managers of the company are required to have a high level of
communication skills for communicating better messages and
information to the subordinates and the board of directors (Hugstad
and Durr, 2015). For this, the skills which are to be present in
managers are:
 Listening and speaking skills
 Interpersonal skills
 Presentation skills
 Linking the management with the workforces

Contd.
The importance for improving communications
It is necessary for Asda to develop the specified set of skills among their managers in order to
build an effective communication network within their business and management. The
importance for improving such communication skills are:
Listening and speaking skills – The managers are the individuals that are responsible in
generating better results from all the business operations. For this, the managers needs to take
several actions and decisions which are beneficial for the organisation (Kadlec, 2012). In that
case, it is essential that manager should listen to their subordinates and other staff members
for identifying the best decision.
Interpersonal skills – They are termed as the behaviour and attitude which are present in the
managers. The managers should develop a formal as well as the informal way of
communication among the management members. For this, the managers should concern
various aspects like emotional intelligence, creating humour, treating people equally,
resolving conflicts, maintain a positive attitude and smile on the face, as all such perspective
develops better relations with the members.

Contd.
Presentation skills – The managers are responsible to motivate and improve the workforces
working in the company (Khosrowpour, 2011). It that case, the person should have better to
present itself, minimize the stress, encourage the confidence level and motivate them for
better functioning.
Linking the management with the workforces – In an organisation, managers are determined as
the link between the top level management and the lower level of management. Thus, they
work as a connecting source within the company (Lee‐Foster, 2010). For this, the manager
needs to implement skills to manage activities at both the level, communicating message in
difficult situation and dealing with criticism.

3.4 Personal plan to develop the own communication skills
Skills Present
skills
Targeted
plan
Time
duration
Evidence
Verbal skills
to
communicate
I evidenced
that I have a
good
knowledge
of technical
description
but lack flair
in presenting
my critical
thinking
Good
descriptive
writing and
satisfactory
critical
writing
(Maier,
2007).
Within 1-2
months of
my academic
period.
Through self
assessment
method or by
evidencing
the change of
connectivity
with the
people.

Contd.Technical
skills to
communicat
e
I have high
interest in
technical
fields, but
still have
less
knowledge
and
experience in
technical
department.
Generating
higher
practical
knowledge
about
innovative
technique.
In the time
period of 1-2
months of
summer
holiday
would be
enough for
me to
develop the
skills.
Technical
efficiency to
handle crisis
and take
actions.

Contd.
Group
communi
cation
skills
I like
working
with and as
a group.
But,
generally I
likely
desire to
lead the
team.
Needs to develop
skills to work for
the team, generate
more reliability,
positivity and
competency
among the team
members and on
personal sense as
well.
Within
the time
period 30
days
Create higher
abilities to
handle the
team and
their working
level.

Contd.
Managing
skills for
communicating
the people
Lacking in
confidence
generally
demotivate my
spirit of
handling the
situation and
delegating the
work. In
addition to this,
drawback of
inefficiency in
monitoring the
operations
results negative
outcomes.
I require
proficiency
skills and level
for delegating
the work.
Evaluating
better abilities
to increase the
confidence and
competitive
spirit (Pattinson and
Anderson, 2011).
As per my
concern 3-4
month of time
period would
be sufficient for
me.
Reports
generated by
overall group
activities.

Contd.
Presentation
skills to
connect with
the people
I am
competent
enough for
classroom, but
nervous for
professional
standard
I need to
attain better
classroom and
on the stage
presenter. To
achieve skills
to attract the
audiences
(McKenzie, J. and
Winkelen, 2014).
By the end of
the academic
year.
Presentation
skills in
college annual
function or in
general
competitions
of inter
college meet
(Massingham, 2014).

TASK 4
4.1 The importance of data collection and dissemination
It is ascertained that an organisation needs to collect information about their customers and business. Such
information is very private and require to be properly secure by the management (Vries and Diana, 2015).
Data dissemination is termed as an idea or suggestion which is proposed by management for improving the
usage and valuation of information and promoting an easier access by the research community, within the
framework of an enabling legislation and of a formal dissemination policy. In that respect, data collection
and dissemination is highly significant for Asda and their management to take actions and decisions. The
process of taking decision needs high level of information and a clear view of possible outcomes.
In that case, the management team needs to analyse the market and collect the helpful information accordingly.
It is beneficial for the company in various aspects but the main perspective which is highly advantageous is
the process of decision making. The management generally uses this method to take effective decisions
and attain better reports from all the business operations. Data collection and dissemination process helps
the management in determining action and activities that are extremely required in each of the business
functions. These business functions are sales management, marketing strategies, productivity, supply chain
management and various others (Ward, 2012). Considering that viewpoint, data disseminating is also
important and the management needs to emphasize their efforts on protecting the data related to their
company and their business.

Contd.
There are various aspects that the organisation, like Asda, mostly uses in attaining information about their
business and stakeholders. The methods for collecting data are:
Mails – It is determined as the method of generating direct information from the person or individual which
are engaged with the business operation of Asda. The main aim of mailing is to communicate and
implement an interpersonal relation with the person. Such actions would help the company in attaining
better information for taking decision (Arvidsson, 2012).
Feedback – The process of generating feedback is one of the best method of attaining information about the
issues and views of the customers. In this regard, it is highly significant for the company in allocating the
areas that are impacting the business and its reputation in negative way.
Website blogs – It is also a useful method for addressing the information which is very vital for the
company. The management of the company needs to identify the factors that are affecting their market
value and reduces their market share (Flensburg, 2010). On website blog, any of their stakeholders can
post their suggestion, comments and other information.
The management has to assess all the information from the specified sources and take accordingly take
appropriate actions which are beneficial for the company. The team should examine the possible outcomes
prior from taking any decision or implementing changes in the strategy.

4.2 The management information systems and their effectiveness
The process of managing the information system has an integrated set of components which are
focusing on collecting, storing, creating, processing, distributing and assessing data of
business operations and their activities. They are typically dealing with various aspects that are
in digital format generated by the management and other stakeholders. It is based on the
combination of hardware and software which are organised by business personnel in order to
facilitate the company in strategic planning, better controlling, coordinating the work and
effectively making the decisions (Shumon, 2010). In that case, the method used by Asda to
manage and control the infrastructure of the information is via MIS (Management Information
System). It is one of the best method for assessing, addressing and storing the information
related to the management. The system of storing the information is also beneficial in
protecting the data and content of the company's business and their management personnel.
In addition to this, the management could use various other methods also in managing and
organising information of company. The other effective information systems and effectiveness
are:

CRM (Customer Relation Management) – It is examined that the process of processing and storing
information through CRM technique is a strategical method of managing data of multiple departments,
channels and various disciplines (Davey, 2014). It is extremely significant in leading the management,
manage the information of the existing clients and customers more effectively, improving marketing
communication and the quality of the products. It is the strategical method which supports three major
aspects of the management that are sales, marketing and service. In that situation, Asda needs to
determine all such aspects in order to implement better CRM strategy.
Decision Support System – The system that integrate tools and techniques that help the companies to assess
helpful information and resolve business issues and conflicts in particular time and in effective manner. It
is effective system which assist the management in analysing the situation and implementing best set of
decisions.
Knowledge management system – It is method of applying knowledge from previous practices and
experiences through decision making process (Choo, 2010). The activities of decision making is highly
significant in this process as all the possible is outcome is measured and monitored accordingly in order to
take effective decisions.

4.3 Ways that could improve the method of collection and storage of information
There are various methods which can be use by an organisation to collect the data and store it in a better
manner. For this, the organisation needs to identify the most suitable and beneficial method as per their
business and working conditions. The management team is responsible for this identification and
implication of process (Chakravorti, Daniels and Lassar, 2015). In respect to Asda which uses MIS system
to manage, store, process and collect their business information. However, it is a helpful process in
collecting and storing the data but, stills the company and their management could adopt various ways to
improve the method of collection and storing the information. The advantageous ways of improving the
method of collecting and storing the information are:
Participation in social media – Considering the current trend of market and business environment of Asda,
it is termed as the best method of attaining and assessing the source of effective information (Choo,
2010). In this method, the company needs to participate in all the activities of social media which is
related with the business and market of Asda. The management team has to concern various post,
comments and pictures that are depicting the information about Asda. The company needs to direct its
efforts on users posting information on Facebook, Instagram, Twitter, etc.

Contd.
Centralisation of data collection – The focus of the company is to
attain helpful information from various perspectives and sources. In
that case, the team has to centralise the information through various
sources and then finally in the end, needs to address all the data at a
single source and take appropriate actions.
Introduction of a new storage system – It is also a helpful way of
improving the method of data collection and analysing them to take
best set of actions (Grönroos, 2014). For this, the company needs to
introduce new system of storing the data like storing the data in two-
way storage system, back up storage system, centralised storage
system, etc.

CONCLUSION
The report is concluding information about the importance of
communication and managerial skills. Both of the skills are highly
significant in generating better and effective decisions for the
organisation. In addition to this, the report is articulating ways of
management information systems and assessing sources of attaining
meaningful data about the business and their operations.

REFERENCES
Books and Journals
Arvidsson, S., 2012. The corporate communication process between listed companies and financial analysts: A focus on trends
and challenges. Corporate Communications: An International Journal. 17(2). pp.98 – 112.
Barker, N., Valos, M. and Shimp, A. T., 2012. Integrated Marketing Communication. Cengage Learning.
Blanc, B. and Bouillon, J., 2012. Organizational devices for knowledge management: Proposal for a crossover perspective
between knowledge sciences and communication sciences. VINE. 42(3/4). pp.382 - 395.
Chakravorti, S., Daniels, V. S. and Lassar, W. M., 2015. Enhancing Inter-Firm Performance Through Internet Driven
Management of Inter-Organizational Knowledge and Resources. In Creating and Delivering Value in Marketing. pp. 198-
202.
Choo, C., 2010. Working with knowledge: how information professionals help organisations manage what they know. Library
Management. 21(8). pp.395 - 403.
Edenius, M. and Borgerson, J., 2013. To manage knowledge by intranet. Journal of Knowledge Management. 7(5). pp.124 -
136.
Fill, C., 2015. Marketing Communications: Engagements, Strategies and Practice. FT Prentice Hall.Foster, T., 2015. Industrial
Marketing Communication: evolutionary Journey from Marketplace to Marketspace. In Revolution in Marketing: Market
Driving Changes. Springer International Publishing. pp. 111-118.
Grönroos, C., 2014. The relationship marketing process: communication, interaction, dialogue, value. Journal of Business &
Industrial Marketing. 19(2). pp.99 – 113.
Hugstad, P. S. and Durr, M., 2015. A study of country of manufacturer impact on consumer perceptions. Springer International
Publishing. pp. 115-119.

Contd.
Kadlec, J., 2012. Two-dimensional process modeling (2DPM): A new approach to integration of process workflow,
process structure, and resource communication. Business Process Management Journal. 18(6). pp.849 – 875.
Khosrowpour, M., 2011. Managing Information Technology in a Global Economy. Idea Group Inc.
Lee‐Foster, A., 2010. Capacity to Communicate: Sense's three‐year The Journal of Adult Protection. project training
independent mental capacity advocates in communication skills. 12(1). pp.32 - 42.
Maier, R., 2007. Knowledge Management Systems: Information and Communication Technologies for Knowledge
Management. Springer Science & Business Media.
Massingham, P., 2014. An evaluation of knowledge management tools: Part 1 – managing knowledge resources.
Journal of Knowledge Management. 18(6). pp.1075 - 1100.
McKenzie, J. and Winkelen, C., 2014. Understanding the Knowledgeable Organisation. Thomson Learning.
Moller, R., 2013. Communication of Information Technology Project Sponsors and Managers in Buyer-Seller
Relationships. Universal-Publishers.
Orna, E., 2015. Making Knowledge Visible: Communicating Knowledge Through Information Products. Gower
Publishing, Ltd.
Pattinson, M. and Anderson, G., 2011. How well are information risks being communicated to your computer end‐
users? Information Management & Computer Security. 15(5). pp.362 - 371.
Vries, D. S. and Diana, D. I., 2015. Implementation of networked organizational communication: A communication
reference model. Corporate Communications: An International Journal. 10(2). pp.117 – 128.
Ward, P., 2012. Making Knowledge Visible: Communicating Knowledge through Information Products. Library
Management. 27(1/2). pp.114 - 115.

Contd.
Online
Davey, N., 2014. Which measures are best for evaluating CRM programmes?. [Online]. Available through: <
http://www.smartinsights.com/customer-relationship-management/e-crm-strategy/crm-metrics/>.
[Accessed on 3rd May 2016].
Flensburg, P., 2010. An Enhanced Communication Model. [PDF]. Available through: <
http://www.uhu.es/ijdar/10.4192/1577-8517-v9_2.pdf>. [Accessed on 3rd May 2016].
Kuhnke, E., 2011. Circular Communication. [Online]. Available through: <
https://elizabethkuhnke.wordpress.com/2011/04/28/circular-communication/>. [Accessed on 2nd May
2016].
Shumon, Z., 2010. Business Communication. [Online]. Available through: <
http://zulfekarshumon.blogspot.in/2010/09/business-communication.html>. [Accessed on 3rd May 2016].