Communication Models and Practices

This assignment delves into different communication models used in management, focusing on the circular model. It analyzes its strengths and limitations, examines its application in various contexts like sustainability communication, knowledge management, and integrated marketing communication. The assignment also highlights the significance of understanding and applying effective communication strategies for achieving organizational goals.

MANAGING
COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 & 1.2......................................................................................................................................1
1.3................................................................................................................................................2
1.4................................................................................................................................................3
2.1................................................................................................................................................4
2.2................................................................................................................................................4
2.3................................................................................................................................................5
2.4................................................................................................................................................5
TASK 2 ...........................................................................................................................................6
3.1&3.2........................................................................................................................................6
3.3................................................................................................................................................7
3.4................................................................................................................................................7
4.1................................................................................................................................................8
4.2................................................................................................................................................8
4.3................................................................................................................................................9
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Communication management can be depicted as the process of planning and
implementing the channels of communication. This process assist the organization to form a
strong network at the workplace. As a result, communication barriers can be removed and also
helps in making good relations in the organization. The motive of this concept ids to improve the
process of communication in the company. This process assist in forming effective
communication strategies and plans. It leads to make the operation of the company in an
effective manner. As per the scenario, a new shop “ Come and Eat”(fictitious firm) is going to be
launched and the businessman is sourcing from the non UK country. This document is prepared
with a purpose to depict the requisite decisions taken at the time of establishing new business. In
addition to it, the document is also consist of external and internal sources of information that
can be gathered by the owner (Kim and Feamster, 2013).
TASK 1
1.1 & 1.2
The report is based on scenario where the owner aims at launching new business of
quality food. While establishing a new business, there are different decision that are required to
be taken by the entrepreneur. This will assist him to evaluate the resources that are needed at the
time of establishing business. In order to establish the food store, the owner required making
some decisions which are stated below.
Finance: This is the most crucial part of decision making where the owner need to analyse the
sources of fund. Here, the entrepreneur required to analyse the appropriate sources such as loan
from bank or personal funds. It is crucial for him to decide the appropriate source by identifying
the viability of the appropriate source. Thi9e will assist the owner to plan further activities in a n
effective manner (Blanc and Bouillon, 2012).
Location: After deciding the source of funds, the owner has an idea about the present money.
Now he needs to analyse the location where he is going to establish his food store. It is necessary
to analyse the location because the profitability of the comp[-any based on its productivity. In
case of food store its location matters a lot for attracting the customers. The venturer must keep
in mind while deciding the location as it should be at crowd or at public place. The customers
can be easily reached to the store (Kim and Feamster, 2013).

Target customers: In this step, the entrepreneur needs to analyse the targeted customers. Or it
can also be said that, the customers to whom the product is going to be sell pout by the owner.
For the same, the owner will be need to analyse the market trend and demand. This will assist
him in identifying the current needs and demands of the customers of UK. In addition to it, this
will also aid the owner to make proper menu card includes with demanded food items (Cahn and
Abigail, 2007).
Analysing the unsatisfied demands of customers: This is the most important decision that is
required to be taken by the owner. In order to provide the best to the customers, it is must to
identify the unsatisfied demands of the customers. By analysing this, the owner will be able to
offer the same. As a result the sales of the organization can be enhanced (Kim and Feamster,
2013).
The owner has analysed the requisite decisions for the opening of his new business. Now,
he has to decide beside above what are the further decisions that are necessarily be made. Here,
the owner will be needed to consult the legal person for the land acquisition. In addition to it, he
also needs to consult to the consultant. This will assist him to analyse the areas where he will
required to pay taxes. In context to this, he also needs to analysing the legal proceeding for
establishing the store at UK. As the owner is belong to the non UK background. Further, the
most crucial decision will be taken by the entrepreneur is the buying behaviour of the customers.
Here, the income of people, taste and preferences, choices of the customers will be identified.
This will help the owner to make appropriate decision-making about the start ups. It is also
crucial for the owner to identity the equipments that will be required for the preparation of food
(Coombs and Holladay, 2011).
1.3
The owner of come and eat can mainly adopt the two sources of information such as
internal and external. However, the primary information can be taken form the business itself.
This will assist the user to identify the sources of information for the start-ups. Taking
information from the business is known as internal source of information. The sources are stated
below.
Financial information: This is the information related to the existing position of the company.
Or it can also be said that the profit and loss of the company can be analysed with the help of

finance department of the organization. In addition to it, with the help of this department the
owner can identify the areas where he will be required to spend money (Cornelissen, 2014).
Marketing and sales department: This department can help the owner to to get the sales
information of the company. With the help of this the owner will be able to identify the increase
and decrease in the sales of the company. The manger of come and eat can take the information
from this department. This will assist the users to make better analysing of the information and
knowledge.
Owner's knowledge level: At the time of initiating the business, it is necessary for the owner to
make and analysis on the business. This can be done with the help of research conducted by the
owner (Kim and Feamster, 2013).
External sources
Consultants: The owner of come and eat food store needs to consult with the consultants about
the acquisition of the store and its the laws and regulations with relation to this. It will help the
owner to make appropriate decision with related to the start up. In addition to it, the entrepreneur
will also be able to analyse the advantages and disadvantages of this business (Ellison, Heino and
Gibbs, 2006).
Internet: This is the another external source of information which can be adopted by the owner
of come and eat food store. With the help of internet, the owner can analyse its competitors and
market demand. In addition to it, he will also be able to find the items sold by the competitors. It
will help him to take correct business decisions.
Lawyer: lawyer is the one who can suggest the legal proceeding and requirement in the
business. The owner can communicate with the lawyer through which the legal information can
be gathered. It will assist the owner to gather the requisite the legal and regulatory information
about the business. The same can be implemented in the effective manner (Kent and Hoberman,
2012).
1.4
It can be recommended that, the owner of Come and eat can adopt both the sources of
information (Franz-Balsen and Heinrichs, 2007). As a result, he will be able to get ample of
business knowledge in order to start the food store. It is necessary for the owner to consult with
the lawyer and consultant. As internet is the helpful tool to gather knowledge and information.
But the owner can not fully reliable on this sources because here the information can be altered.

To get requisite information about the food industry, the owner can adopt the concept of trade
grouping. In this concept, the members of trade grouping are those who are sellers of the
concerned industry. With the help of them, the owner will be able to decide the prices of their
food items can be decided. In addiction to it, the owner can identify the needs and demands of
the customers. With the help of same the owner of come and eat will be able to offer the food as
per the needs of the consumers (Ellison, Heino and Gibbs, 2006).
2.1
In order to run a business effectively, stakeholders plays an essential place in the
operations of the business. The business can be affected or impacted by the acts of stakeholders.
For a business organization, there are different stakeholders who are directly or indirectly related
with the activities of the businesses (Kim and Feamster, 2013). It includes customers, suppliers,
government and the local community by whom the resources are gathered. In context to this, the
decision-making process is based on different stakeholders. For an instance, the owner has taken
a land for the construction of the store. If the government do not permit for the same then the
business will get affected. It is necessary for the owner to follow the rules and regulations
imposed by the government in order to attain the goals. On other hand, the suppliers are the most
important stakeholder for this company. If the supplied raw material is not of good quality than it
can affect the food items offered by the stated store. It is the duty of the manager to clear all the
credits to the suppliers. If this is not done then it can affect the productivity of the stated food
store. On another side, the manager of come and eat needs to analyse the roles and
responsibilities towards the society. They take resources form the community so its their duty to
give them something in return (Franz-Balsen and Heinrichs, 2007).
2.2
In order to develop the positive business relationship, the owner will be required to make
contacts with the concerned person. This will help them make appropriate knowledge and
business information with references to the food store. The owner will be required to make
contact with the concerned person that are stated below.
Government officials: the owner of the stated store needs to interact with the help of written
communication where the application will be send by the owner. This will help them to set the
schedule for the meeting between the two parties. Here, the formal communication process will

be considered between the two. It will help the owner to get appropriate business idea and
information for the stated business.
Lawyers: In order to communicate with the lawyers, the owner will be needed to adopt the
verbal form of communication. This will help them to discuss about the legal proceedings and
regulation with reference to the business. In addition to it, the owner will also be able to get the
information about the tax consultants and the acquisition of land (Eppler, 2006).
Employees: In order to communicate with the employees the owner will be required to adopt
verbal and formal communication process. The entrepreneur is going to hire new people for the
staff. For the same, interviews will required to be taken. In order to take interview formal and
verbal communication will be adopted. This will help the owner to get requisite information
about the candidate.
2.3
In order to take requisite business decisions, it is necessary for the owner to involve
certain persons so that final conclusion can be drawn. For the same, it is crucial to included
concerned person for the concerned decision making (Cornelissen, 2014).
Finance: In order to make financial decisions, the owner will be required to consult with the
financial manager or the person with expertise finance knowledge. This will help them to
understand the areas of finance such as tax deductions and payments. In addition to it, the
entrepreneur will also be able to take appropriate investment decision.
Target market: in order to evaluate the target market, the owner will be required to consult with
the members of trade grouping. The conversation will assist the owner to decide the adoption of
pricing strategy, profit margin, items to be covered at food store. With the help of the same, the
owner will be able to identify the rivalries. This will also assist him to take better business
decision (Kenneth, 2007).
Identify the niche market: This is another most important topic to be considered by the owner.
Here, the unsatisfied needs and demands of the customers are analysed by the owner. This
process can be conducted at the personal level where the research is done by the owner. This
assist the entrepreneur to analyse the unachieved requirements and the expectation level of the
customers form food industry.

2.4
There are certain strategies that can be formulated by the management of come and eat.
This will help them to expand their business in an appropriate direction. There are some steps
that can be considered by the owner are cited below.
Market research: In order to improve the performance of the business, the research department
of this organization needs to conduct the research process for the analysis of current market
needs. This will remain useful for them to identify the changing needs and requirement of the
customers (Walsham, 2001).
Merger & acquisition: The company can adopt this tool for the development on future context.
It will help the company to grow and expand in different parts of UK. At global level, the
company can expand itself with the assistance of merger & acquisition. As a result, the market
share of galaxy foods can increased simultaneously the profit margin will tend to get hiked.
Advertising and promotion: This is another technique of the expansion which can be adopted
by the owner in future. This will remain useful for them to enhance the value of their food items
with the proper consideration of this technique. It will assist the organization to attract the
customers towards the company products (Cornelissen, 2014).
TASK 2
3.1&3.2
In order to expand and grow the business, it is important for the owner to communicate
with the stakeholders of this company. It will help them to increase their trust factors towards the
stated firm. In addition to it, presently the organization has adopted the two way process of the
communication. It leads to exchange the messages between the two parties. This process has
remained effective for the company to get feedbacks for the employees. As a result, the proper
communication is conducted among the organization. This helps the management to identify the
thoughts and ideas of different individuals. This has resulted into lowering down the gap
between the top and lower management of the company. The two way communication's process
has remained effective for the organization (Wilson, 2002).
In order to communicate with the different stakeholders, the stated firm can adopt the
circular communication. It will help the firm to send the information with the help circular. The
requisite information will be passed on to the several stakeholder. This can also be used for the
internal staff of the company. This will help the company to pass on the expansion information

to all the employees at one time. In order to send the information to the stakeholders, circular can
be passed on. This will help the stakeholders to aware of the company expansion and grow. The
stakeholders of the company can discuss their view with the firm. This will remain useful for the
company to get appropriate feedbacks form the customers and other stakeholders. This will help
the company to gain better business ideas and information. As a result, the decision regarding
expansion can be fruitful for the organization. Therefore, come and eat can increase it markets
share with the help of expansion. In addition to it, the ultimate goals and objectives of the firm
can be attained effectively (Kuhnke,2011).
3.3
It can be depicted that, at different level the needs of communication are also varied. At
initial stage of the company, the operations and management are new. In this situation, the
organization needs to adopt the two way communication process in the firm. This will assist the
firm to make interactions with the new employees. This process will remain effective for the
stated firm as it ensures in solving the queries and problems at workplace. On other hand, if the
operations of the company are continuous then the firm does not adopt the two way
communication. Specially in the case of lower level department. The communication approach is
one way only because at this level the employees are not involved in the decision making process
of the company (Cornelissen, 2014).
If the management of come and eat wants to raise employee participation in the decision
making then it is necessary for the firm to adopt the principle of two way communication. This
process will ensure the side of both the parties which leads to increase the motivation level of the
employees. As a result, the integrity of the employees will be raised towards the company. In
context to this, interest of the subordinates will get enhanced with the help of this process. In
addition to this, the business implications can be improved with the help of different factors. The
higher management of the company can implement management information system in its
operations. It will remain helpful for the company in order to save the data and information of
the employees. As a result, the performance of the employees will be analyse in better way. As a
result, the profitability and the productivity of the company can be improved (Wilson, 2002).
3.4
Being a leader at come and eat food store, it is necessary to interact and communicate
with the clients and customers. For the same, it requires good communication skills. On the basis

of my SWOT analysis, it has found that sometimes I get problems while communicating with
clients and customers. It may be due to confidence, language problem etc. But it affects my
performance in the organization. For the same, I took some measures in order to improve the
current position. The adopted steps are defined below.
Seminars and conferences: This procedure has helped me to improve and enhance my
confidence level. Here, I interacted with different people which has resulted into uplifting the
confidence and knowledge level. With the help interacting with different people my level of
confidence is boost up (Kuhnke,2011).
Personal development classes: In this class I got expertise knowledge for the experts who gave
me theoretical knowledge. In addition to it, this has resulted into development of the personality.
This has provided an assistance to me to gain my personal goals and objectives.
Reading books and novels: This is another source of knowledge which has remained useful for
levering up the knowledge level. With the increase in knowledge, my confidence level and
interactive personality has helped to make appropriate communication.
4.1
As per the present situation of the company, the operation of the organization are not
properly managed by the organization. The collection and storage of the information is done with
the adoption of management information system and other system. This process is useful for the
company but the major issue is its safety and security of the data. In addition to it, the personal
information of the employees are forwarded without any security. It can result into leakage of
data and information of the customers and the employees as well. On another hand, the collected
information is taken form the external sources like internet which may lead to misuse of the
information and data of the stated organization. Data based management system is also used by
the stated firm. But the software is still not that safe. In addition to this, the collected information
of the customers is also not safe due to less cuber security (Baba, 2014).
Less security of the company data can result into leakage of crucial information and data.
If the cyber system is once hacked by the unauthorised party then it can affect the secuirty and
image of the company. In context to this, if the personal information of the customers is hacked
then it will affect the customers base of the firm. The firm needs to take corrective measures in
order to improve and enhance the cyber security of the firm. This process will help the company
to safeguard its crucial data and information in an effective manner. The major advantage of the

same will be the storage of the customer data for the long period which can be further used by
the company for the promotional purpose (van den Hooff and De Ridder, 2004).
4.2
The management of come and eat can adopt effective methods in order to collect and
store the company data. As per the current position, it is found that the firm's going through with
the security of the issues. Fro the same the organization needs to make requisite changed and
measures in order to increase the data security. For the further development and improvement of
the company security, the organization can adopt some techniques such as providing personal
login id and passwords, internal portal and updation of the current software. However, providing
personal id passwords will assist the company to interact with the individual for personal data.
This will help the organization to meet out the individual issues of the employees as the
communication between the top level and lower level is done. In context to this, the internal
portals will help the establishment to assign and allot the work on daily basis. This also records
the day to day work done by the employees which leads to proper management of work assigned.
In addition to this, updation of the software will assist the company software to get hacked from
different unauthorised sources (Leeuwis, Leeuwis and Ban, 2004).
4.3
Strategy to improve access to systems of information and knowledge:-
Knowledge management system is useful for the application as well utilization of knowledge
within any organisation. It is enable to make business better and growing as good as possible.
Steps to implement knowledge management systems are:-
1. Identify the business issues:- The first step to implement knowledge management is to
determine the problems which are created for issues for organisation. At first try to evaluate or
access the kinds and numbers of information that business stores databases.
2. Prepare for transition:- Once problem reveals then next step is to prepare employees as well
as the whole workplace for transition. Many people have a natural inclination ans wants to learn
and share their knowledge.
3. Get together a dedicated team:- To make the implementation of knowledge management
system, a strong team and its workers are essential to achieve the target.

4. Evaluate technology needs and prioritize them:- The next step is to determine the technology
and and tools which are helpful for solving the issue. Compare prices, quality,brand only then
choose the most comfortable and suitable sources.
5 Determine the major attributes of knowledge management system:- It includes some keys to
major attributes knowledge system as; open, distributed, measurable, customizable and secure.
6Rolling out the building blocks:- This process of implementation must be phased out process to
ensure that the complete aim can be divide in parts and make it more efficient.
7. Link knowledge to people:- These database are helpful for records and reports of existing data
and also for solution and knowledge possessed by employees. It forms a crucial part of
management system and it is another way to link people with knowledge
CONCLUSION
From the above report, it can be concluded that management of communication is the
most crucial task which is performed by the firm. As per the case study, come and eat food eat
has adopted the communication techniques to pass on the information to different stakeholders.
This has provided an assistance to the firm to gain the trust factors of the stakeholder of the
company. With the concerned communication technique the owner is able to interact with the
government authorities and consultants for taking different business decisions. In addition to it,
the company has adopted different techniques to improve the data and information of the
company. It has resulted in proper storage of data and information of the consumers and
employees.

REFERENCES
Books and Journals
Kim, H. and Feamster, N., 2013. Improving network management with software defined
networking. IEEE Communications Magazine. 51(2). pp.114-119.
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.
Cahn, D. D. and Abigail, R. A., 2007. Managing conflict through communication. Pearson/Allyn
and Bacon.
Coombs, W. T. and Holladay, S. J., 2011. Managing corporate social responsibility: A
communication approach. John Wiley & Sons.
Coombs, W. T., 2014. Ongoing crisis communication: Planning, managing, and responding.
Sage Publications.
Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage.
Kent, W. and Hoberman, S., 2012. Data and reality: a timeless perspective on perceiving and
managing information in our imprecise world. Technics publications.Bollinger, A. S. and
Smith, R. D., 2001. Managing organizational knowledge as a strategic asset. Journal of
knowledge management. 5(1). pp.8-18.
Ellison, N., Heino, R. and Gibbs, J., 2006. Managing impressions online: Self‐presentation
processes in the online dating environment. Journal of Computer
‐Mediated
Communication. 11(2). pp.415-441.
Franz-Balsen, A. and Heinrichs, H., 2007. Managing sustainability communication on campus:
experiences from Lüneburg. International Journal of Sustainability in Higher Education.
8(4). pp.431-445.
Gassmann, O. and Zedtwitz, M., 2003. Trends and determinants of managing virtual R&D
teams. R&D Management. 33(3). pp.243-262.
Eppler, M. J., 2006. Managing information quality: Increasing the value of information in
knowledge-intensive products and processes. Springer Science & Business Media.

Kenneth, C., 2007. Integrated Advertising Promotion and Marketing Communication. 3rd ed.
India: Pearson Education.
Leeuwis, C., Leeuwis, C. and Ban, A., 2004. Communication for rural innovation. Blackwell
Publishers.
van den Hooff, B. and De Ridder, J. A., 2004. Knowledge sharing in context: the influence of
organizational commitment, communication climate and CMC use on knowledge
sharing. Journal of knowledge management. 8(6). pp.117-130.
Walsham, G., 2001. Knowledge Management:: The Benefits and Limitations of Computer
Systems. European Management Journal. 19(6). pp.599-608.
Wilson, T. D., 2002. The nonsense of knowledge management. Information research. 8(1).
pp.81.
Online
Baba, J., 2014. Circular MODEL OF COMMUNICATION. [Online]. Available through: <
http://wecommunication.blogspot.in/2012/01/osgood-schramm-circular-model-of.html>.
[Accessed on 15th November 2016].
Kuhnke, E., 2011. Circular Communication. [Online]. Available through: <
https://elizabethkuhnke.wordpress.com/2011/04/28/circular-communication/>. [Accessed
on 15th November 2016].

1