PSPMGT012: Facilitating Knowledge Management at Dyson PLC Report

This report delves into the principles and practices of knowledge management, using Dyson PLC as a case study. It begins by defining knowledge management and its importance, then examines the communication process within organizations, including various methods of effective communication such as verbal and nonverbal techniques. The report then analyzes Dyson PLC's approach to knowledge management, exploring its current position and strategies for developing capabilities. Key areas include data collection techniques, research ethics, and the role of technology. It also examines legal requirements, research findings presentation, and the code of conduct. The report culminates with a discussion on facilitating knowledge management within Dyson PLC, highlighting the company's approach to building a smart workforce and leveraging knowledge for competitive advantage. The report also contains key facts on the company and the current market trends. This analysis offers insights into how companies can effectively manage and leverage knowledge to achieve strategic goals and improve decision-making.

Facilitate knowledge
management
Table of Contents

INTRODUCTION.................................................................................................................................3
Task 1....................................................................................................................................................3
Communication Process....................................................................................................................3
Different Methods to communicate effectively in the organisation...................................................3
Task 2..................................................................................................................................................10
PART A...............................................................................................................................................10
Knowledge management position of the Dyson plc.........................................................................10
B. Developing capabilities in knowledge management....................................................................13
Part c. Facilitate knowledge management........................................................................................16
CONCLUSION...................................................................................................................................16
REFERENCES....................................................................................................................................17

INTRODUCTION
Knowledge management is defined as a process to share the relevant information in
the organisation. This report is based on the case study on Dyson Company PLC. Company
was established in the year 1991 by James Dyson. This report will project different aspects of
technology services. Roles of knowledge management professional in the company will be
discussed in this report.
Task 1
Question 1:
Communication Process
Communication process involves transfer of information from sender to receiver by
passing through different stages. In the beginning information is created by management for
sending to different workforce as well as superior in the organisation for example giving
monthly financial report to higher authority. Message can be transfer using verbal form like
emails, digital documents etc. And on the other hand non verbal can be transfer through
charts, diagrams etc. For effective understanding encoding of message is very important and
can only be possible with the use proper content in organised order so that can easily be
interpreted. In the next stage of communication process channel is selected for an example
transferring documents through mail or in printed form. In the next stage receiver for an
example receive the message and understand with proper instruction and direction so that
effective performance can be achieved. Decoding of the message with proper interpretation is
next stage of communication so that any deviation in work system can be reduced. Last stage
is feedback, in this stage any suggestion, changes can be made using suggestion box in the
organisation or feedback form. . Motivation behind communication effectiveness is to build
strong relationship between different levels of employees and concentrate all for the long
term organisation goals (Asrar-ul-Haq and Anwar, 2016).
Different Methods to communicate effectively in the organisation
In the effective workplace and workforce management, organisations use various
method of communication for instance verbal communication that includes written
communication, oral communication and on the other hand non verbal include visual
communication, paralanguage etc (Blaschke and Schoeneborn, 2016).

Verbal Communication
Verbal communication involves writer transfer of knowledge as well as oral
communication explanation so that direction can easily be understood by the employee at
different levels.
Written Communication:
In this form of communication instruction is given with the help of email, paper &
pen documents, reports, chat, etc. In the organisation it becomes hard to explain everything at
a time to employee and sometimes oral communication create misunderstanding due to skip
of direction hence create deviation in the organisation goals. To effectively understanding of
employee organisation gives written documents of every task to employee so that any
miscommunication can be sorted and hence increase productivity and quality of workplace as
well as workforce. This is one the oldest method use by the organisation but technological
advancement and computerisation of work create advantage instead of paper and pen waste
company provides all documents through digital platform like emails, Skype, web platform
etc. Organisation also use social media platforms like web chat rooms to conduct meetings
and hence decrease time of one on one interaction and improve the efficiency.
Oral Communication:
Oral communication includes face to face communication and body expression help
in understanding of work as well as words helps in creating understanding and direction. In
this form of communication personal interaction of employer and employee increases which
increase in the growth of organisation. It is one of the oldest forms of communication but
with technological advancements company using videoconferencing for an example Skype,
Zoom etc to reduce time and also create better understanding without one on one interaction.
Nonverbal communication
Non verbal form of communication did not use word for transfer of knowledge, ideas,
instruction etc and it is further divided into physical, paralanguage and visual nonverbal
communication.
Physical Nonverbal Communication:
Physical nonverbal form of communication use sign language as a medium of
instruction. It includes body posture, facial expressions, eye contact gesture and overall
expression of body. In this form of communication employer use sign language to describe
the work instruction and employee has to understand according to that.

Paralanguage:
In this form of communication focus on the way of way of saying rather than
speaking it includes style of speaking, tone, emotion, stress, pitch, intonation and voice
quality. Effective use of paralanguage creates a better understanding between employees as
well employer and increase effectiveness in the communication.
Visual Communication:
Visual communication use visual form of direction and instruction through graphic
design, chart, and templates etc. representation to describe the work.
Techniques of Data Collection
Data collection techniques Key Facts Examples
Surveys Primary method of collecting
data.
Conducting surveys by going
in the mid of people to
collect the information.
Interviews Primary technique of data
collection.
This is more authentic way to
collect the information.
Taking interviews of the
professionals over a topic.
Internet Exploring information over
internet like Google chrome
and other tools are used.
Search information over
Google.
Books Secondary technique of
collecting data.
Explore useful books of
authors over a topic.
Observation Observing information based
on all the available
knowledge on the topic.
Observe the information.
Questionnaire This is a primary process to
collect the information.
Ask questions over internet
or with the support of
template over a topic.
Role of technology and technology service in data collection

Technology plays a huge role in collecting information under data collection. Internet
has been a biggest contribution technology has made in a process to collect the necessary
information under data collection. In secondary method of data collection almost majority of
information researcher get by exploring internet. As the internet is the source all bookish
information and also it provide all kinds of sources that can support in gathering required
information under data collection process (Abbas, 2020). Technology has made the data
collection process more convenient and easy as now the information gets collected very
easily. Technology has served many sources that can potentially provide immense number of
data and information over a topic. Along with the multiple medium of classified information
over a topic the information technology has also served a huge challenge in form of false and
negative information about a topic. The challenge related to unauthentic information has been
huge over the technology use for conducting data collection for research.
Legal requirements
 Conflict of interest
 Human Subject Research
 Authentic information
 Reliable content must be quoted in research
 No fake information must be used in research
 Fact based allegations
 No breaching of trust must entertain
 Plagiarism
Authentic information: All information’s are used for doing the research must be
authenticated. It’s important for the significance of the research that information is reliable.
All outcomes of the research are totally based on the sources that are used to collect the
information and various data required for achieving the objectives behind the research (Acar
and et.al., 2017). In case of primary research all information researcher collect with its own
efforts. So it becomes essential that not any published information becomes part of the
research.
Plagiarism: This is an important legal regulation applicable on the research. In case of
primary research it is the responsibility of the researcher to not use any information from any

other research conducted by other. This is the strict regulation apposed over the researcher to
make individual efforts for collecting information that is reliable.
Fact based allegation: In case any researcher make allegation on any individual than such
allegation must be based on a specific facts and information. In case of any unusual allegation
than the individual can sue the researcher in court.
Techniques of research findings
 Know audience in advance.
 Tailor presentation to that audience.
 Highlight the context.
 Policy or practice recommendations.
 Include recommendations that are actionable and that help audience.
 Time and practise what you do.
 Avoid power pointlessness.
 Visualise data: try info graphics
Technique to present data
Data presentation is an important aspect involve in research. Various techniques can
be used to present the data and information to all visitors of the report. It’s important to
recognise that the presentation does matter (Al-Emran and et.al., 2018). It plays a crucial role
to maximize the data pixel ratio. Use of charts looks the data more professional and
authenticated. Do not mix up the chart types for no reasons. All information and data must be
different and must portrait some kind of reliable facts and figures. It’s important not to use
axes to mislead the reader.
Types of written and oral report
Type Sentence Definition Main
Components
Tips
Audit report This comprises
the actual facts
of the
organisation.
Audit report is
defined as all
such report that
conclude the
organisation
Involve all facts
associated with
the actions of
organisation.
Must be
professional
from beginning
to end.

steps and
performance.
Closure report Closure report
can be a report
related to any
closure
statement
company
requires to
present.
Any report that
is present to
close a sentence
is call as closure
report.
Involve final
results,
outcomes and
the main facts
from the given
time frame.
Involve all final
information in
the report.
Annual report This is the
complete report
of a given
financial year
about the
performance of
organisation.
Annual report is
such report that
comprises
precise
information
related to given
financial year or
calendar year.
Involve all facts
and figures
related to entire
year.
Must be
descriptive and
clear.
Oral Report
Impromptu Impromptu is
the spontaneous
speech.
This
presentation is
not rehearsed
and memorised.
On the spot the
presentation is
prepared.
Must be
spontaneous.
Scripted This is the
presentation that
has been
scripted by any
individual.
Scripted are
such oral
presentations
that have been
written by
someone else.
Written by
someone else.
It must be
specific and
clear.
Memorized Memorized are
such
presentations
that are learnt.
Memorized are
such
presentations
that are learnt by
the presentation.
All information
must be
memorized.
It must be
interesting and
all information
must be
specifically

identified by the
presentation.
Research Ethics: Research ethics are denoted as the research must be ethical and use all
relevant information that is needed to achieve the overall objective behind the research.
Ethical practices also involve that research must be based on true facts and figures that is
needed to conduct the research properly. Ethics play an important role for achieving the best
outcome out of the research.
Code of conduct: Code of conduct are the legal norms and regulations that needs to be
considered while conducting the research (Cabrilo and Dahms, 2018). They are the
professional norms all researchers must need to follow in order to conduct the research. In
case of any breach in these code of conducts possible action can be taken against the
researcher.
Research tool and methods
 Experiments
 Surveys
 Questionnaires
 Interviews
 Case studies
 Participant observations
 Non participants observations
 Observational trials
 Studies
 Internet
 Books
 Graphs
 Web survey chat
 Online communities
 Online forums

Task 2
PART A
Knowledge management position of the Dyson plc
Knowledge management is the management approach that improves efficiency of a
company’s decision-making process. It is important for the company because it supports to
build smart workforce so that they enable to take quick and informed decision which brings
benefits for the business (Bolisaniand Bratianu, 2018). Knowledge management provides
completes accurate information to the organization whenever requires without time
restriction. Knowledge management of Dyson plc is quite effective therefore it has achieved
good brand positioning in it’s technology market and meet all needs and expectation of
customers by offering unique products. Knowledge management has supported Dyson plc to
practice blue ocean strategy effectively then company enabled to think big that was beyond to
other people expectation. While company’s knowledge management team transformed
unique innovative idea into realistic mode in respect of products that all are technology
based. Dyson has successfully achieved good brand image in the UK’s technology sector.
Task 2.1
Current position of knowledge management in organization
Current position of knowledge management in the Dyson plc is not good because IT
professionals of the knowledge management are not performing their roles effectively that
causes unable to achieve goal of the company. in addition,Technological sector has become
one of the most booming business because any organization can establish it’s effective brand
positioning with it’s innovative product and services. Rising high competition in this sector
become major concern for the Dyson plc because it has to bring change in it’s existing
technology constantly that has improved cost of products. Thus, company unable to focus on
it’s knowledge management team effectively.
Strengths and weaknesses of organization’s knowledge resources and activities
Organization has effective knowledge resources such as internet, knowledge sources and
others that supports to give advanced information regrading market situation and government
initiatives. With the support of knowledge resources company enables to bring change in

existing operational activities hat is major strength of the organization’s knowledge
resources. These resources help company to gain competitive from it’s competitors by
providing extensive information about competitors weakness and customers needs. While
human resource of the Dyson enables to take effective decisions by critically analyze
available resources then implement at the workplace. Information technology professionals
develops such technology-based products with the support of knowledge resources to the
customer which meets customers’ needs and expectations. Dyson plc has limited knowledge
resources so it unable to gather adequate information regarding products and customers’
needs as result company unable to sell it’s product at global level (Dalkir, 2017). Another
weakness of the Dyson’s knowledge resource is that these resources comprises few
unauthenticsources which gives wrong information. So, company often has faced loss in it’s
business activity. To build strong brand image at global level requires to focus on it’s existing
resources and other new authentic knowledge resources then it can gain it’s goal effectively.
Knowledge management goals for the business units
 To offer reliable and secure information
 Enable company to be more effective
 Ensure all staff have common and clear understanding
Position Name: Knowledge management
Date of meeting: July 27, 2020, 10:00 AM
Discussion point: To analyze effectiveness of knowledge management
Questionnaire
 What are the key challenges that faced by knowledge management while dealing
with market situation?
 What are the skills, knowledge and competencies required to manage knowledge
management effectively?
 What is the knowledge of competitors in the technology sector and how can
knowledge management make it profitable for the Dyson?
Signature of attendees……………...
Task 2.2

Gathered information through knowledge management regrading Dyson plc
Overview Of organization
 Dyson plc is a British technology company that is headquartered in UKand
established by Sir James Dyson in 1991. It posses’ wide product line with advanced
features and offers them to the customer in UK. Company itself design and
manufacture technology-based products and sells to UK’s customers effectively.
Products are vacuum-cleaner, hand dryers, air-purifiers, LED lamps and others.
Dyson follows flat organizational structure wherein limited level exist between staff
and executive so it become easy for the staff members to direct communicate with
owner regrading their issues. Due to limited level among staff members enhance
decision-making process as well as boost company’s budget. Company always
focuses on it’s IT professions and conducts training and development classes per four
quarter to improves dynamic capabilities in individuals and maintain their wellbeing.
 The mission statement of the Dyson plc is to become world’s problem solver and deal
with 21st century challenges such as air and pollution effectively. The vision statement
of Dyson is to inspire all new generation of engineers to keep their hand busy to
resolve environment issues precisely. The major goal of the Dyson plc is to become
most trustable brand at glocal level by offering innovative products (Hislop, Bosuaand
Helms, 2018).
 Dyson’s staff specially IT technicians have outstanding performance at the workplace
as compared others. While available knowledge resources are also effective that
provides all knowledge related to market situation and government activities. Thus,
company enables to gain competitive advantage in the UK market. But company
needs to improve knowledge resources then it can expand it’s business in other
countries as well (Santoro and et.al., 2018).
 Knowledge management plays effective role in achieving goals of the company by
offering adequate knowledge then management enable to develop effective strategies
in order to gaining all objectives.
 To improve knowledge management efficiency and accuracy monitors authenticity by
Dyson’s experts and analyze all knowledge resources effectively so that value-based
outcomes can be achieved by company.
 There are various benefits of knowledge management such as it supports to resolve
various common busines issues and assists to influence their benefits by improving