Managing Communication, Knowledge and Information: A Case Study of Costa Coffee

This report examines the importance of implementing information systems in business management, focusing on Costa Coffee as a case study. It explores the need for knowledge and information in decision-making, analyzes stakeholder relationships, and investigates communication strategies. The report also discusses the development of a knowledge and information system, highlighting the benefits of technology and its impact on business growth.

MANAGING COMMUNICATION, KNOWLEDGE AND
INFORMATION
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Executive Summary
The project presents the scope to identify the importance of implementing information
system in the management to develop the chain of business while creating a balance in
the customer-relationship. It also provide a discussion on the importance of information
technology as a management tool to collect, store, disseminate and access to the
knowledge and information as well. The report discusses the importance of personal
skill development for the implement of information technology into business in the light
of the chosen company Costa Coffee. Along with the implementation of the
technological advancements the report also provides relevant recommendation for the
company to enhance the area of business while implementing the strategic information
technology in their business.
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Table of Contents
Introduction........................................................................................................................5
Task 1................................................................................................................................5
LO1 Assessment of the need for knowledge and information (Business Report)............5
AC 1.1 Discussion of the range of the taken decisions.................................................5
AC 1.2 Knowledge and information to be considered....................................................6
AC 1.3 External and Internal sources [M1]....................................................................7
AC 1.4 Recommendations.............................................................................................8
Task 2................................................................................................................................8
LO 2 strategies used to improve personal networking and ability of decision making
(Reflective Business Report) [M2, D1]..............................................................................8
AC 2.1 Identification of the stakeholders........................................................................9
AC 2.2 Contacts with the identified and developed relationships of business [M2]....11
AC 2.3 Involvement of the mentioned relationship in decision making.......................12
AC 2.4 Strategies for improvement [D1]......................................................................13
Task 3..............................................................................................................................14
LO3 Development of Communication Process (Business Report) [M3, D2]..................14
AC 3.1 Report on the existing process of the communication.....................................14
AC 3.2 Improvement of appropriate designs...............................................................14
AC 3.3 Implementation and improvement of better systems [D2]...............................15
AC 3.4 Personal plan to improve personal communication skills [M3]........................15
Task 4..............................................................................................................................16
LO 4 Improvement of the system regarding knowledge and information [D3]................16
AC 4.1 Report on the existing approaches for the improvement of knowledge and
information....................................................................................................................17
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AC 4.2 Appropriate changes to improve knowledge and information [D3]..................17
AC 4.3 Implementation of strategies for the access to the system of knowledge and
information [D3]............................................................................................................17
Conclusion.......................................................................................................................19
References.......................................................................................................................20
Appendices......................................................................................................................22
Appendix 1: Management System for wide-knowledge...............................................22
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Introduction
The implementation of system management in an organisation is an unavoidable part of
the growth of the organisation. In order to survive in the competitive market while
enhancing the area of their respective business, every company needs to focus on the
implementation of the specific system strategies. In the case of the overall success of
an organisation, the implication of IT management system and information technology
help the company to find the way to its success. The intention of introducing information
system into business is to provide a discussion on the importance of information
technology as a management tool to collect, store, disseminate and access to the
knowledge and information as well. The information system can be applied to store
relevant information regarding the business while enabling the company to survive the
current demands of the market.
Task 1
LO1 Assessment of the need for knowledge and information
(Business Report)
In the current competitive market, it is very tough to survive the changes and implement
new strategies for the improvement of business (Lawson et al. 2015, p.788). In the case
of Costa Coffee, they have chosen to promote their new product by undertaking
various strategies that can help them to survive in the market as well as develop the
demands of their product.
AC 1.1 Discussion of the range of the taken decisions
In order to be able to ensure an overall growth of a specific company, it depends on the
decisions taken by the management to increase their services (Park and Lee, 2014,
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p.154). The main purpose of doing this is to create a long-term plan that can survive the
competency while fulfilling the demands of the customers (Paré et al. 2015, p.186). In
the case of Costa Coffee, the company has always focused on the core demands of
the customers. Considering the development plan for the increase in the value of the
market, the company Costa Coffee, usually focus on the introduction of new products
as per the requirement of the consumers. Being a coffee shop, it has already been
under the competition to survive in the current market. In order to surpass this tension,
the management of the aforesaid company applies the strategy of seasonal product
launches. It enables the company to attract the customers’ attention in a very effective
way (Kim et al. 2014, p.399).
AC 1.2 Knowledge and information to be considered
Figure 1: Information Technology
(Source: costa.co.uk, 2018)
While taking conducting the process of major decision making, an organisation has to
consider several factors that influence the decision of the management (Quirke, 2017,
p.45). In the case of the above-mentioned company, they consider the support of the
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management, knowledge work and the operational team while taking an effective
decision. The use of the term effective decision making indicates the major theory of
enhancing the core business of providing best service to the customers to influence the
company to work hard for the effective management. The management of the company
supports the reporting system and decision making along with providing necessary
information to the executives. On the other hand, the professional support team
collaborates the information with the knowledge that has been gathered (Khodakarami
and Chan, 2014, p.29). The operational system comprises the supply chain
management and customer relationship. The decision-making process of Costa Coffee,
depends uses the operational support to gather information and understand the
demands of the customer. The decisions are taken into consideration after the approval
of professional support and opinion of the executives.
AC 1.3 External and Internal sources [M1]
For the purpose of overall growth, every company has to follow some strategies that
would be helpful for their respective business (West and Bogers, 2014, p.815).
Considering the growth of Costa Coffee it has also followed some external and internal
sources to incur new ideas in their business. The external forces of the company can be
considered as the strategy of the famous coffee shop Starbucks. Costa Coffee has
followed their theory of introducing seasonal complimentary drink and food to attract the
gatherings of the customers (mynewsdesk.com, 2018). On the contrary, the internal
factors that influence the company's policies to expand their business are the ideas of
the executives and the management as well as the suggestions of the employees. The
internal factors also comprise of the value chain and supply chain. The combined effect
of these factors helps the company to proceed further in the case of implementing any
new strategy into the business plan (Brunswicker and Vanhaverbeke, 2015, p.1259).
The application of the external resource of the other coffee shops has enabled the
company to understand their strategy and act according to the measures taken for the
improvement of their business. On the other hand, the internal issues of the company
regarding the cross-cultural management have severely affected the growth of their
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business. The various government policies regarding the respective business of the
company can also be considered as an effective external factor, as it allows to have a
control over the taxation and other financial aspects (Chang, 2016, p.13).
AC 1.4 Recommendations
The analysis of the current business policies of the company Costa Coffee enables the
chance to evaluate the implication of the business strategies and information technology
as a marketing tool. Though the company has been able to successfully commence the
technological operations, some modification in the business plan can reduce the
competency for the company and would attract a greater amount of customer. The
company should work on their cross-cultural issues to ensure a smooth communication
between the employees and the executives. In order to globalise the coffee shop with a
better approach to the hearts of the customers, the company should expand the
products including drinks and food. Along with these, they should be able to implement
the social and cultural environment of the coffee shops. The promotion of multiple sales
would also help the company to expand their business. Besides these, a front-line
service and the facility of taking away the food can help the company to incur better
profit margin.
Task 2
LO 2 strategies used to improve personal networking and
ability of decision making (Reflective Business Report) [M2,
D1]
As it is assigned to me to carry the responsibility of the Customer Service Manager, I
have to be very attentive and careful to carry out the operations regarding the launch of
the new product in the Easter.
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AC 2.1 Identification of the stakeholders
In order to expand the area of the business the participation of the stakeholders are an
unavoidable part of the development programme (Chang and Taylor, 2016, p.49).
Hence, being a Customer Service manager, it falls under my duty to suggest
stakeholders who would be invited to the launch of the new product on Easter.
Considering this issues I have decided to focus on the different stakeholders who are
the important pillar of our business.
Target Stakeholders Priority Expectations
Media Highest Priority The active participation of
media will help the
company to promote their
events and attract the
attention of a great number
of people.
Sponsors Highest Priority The participation of
sponsors will ensure the
positive growth of the
company to achieve the
expected goal of success.
Employees Medium Priority The employees will make
the event successful as
they will allow the company
to run the business while
following the rules and
regulations.
Customers Highest Priority Customers are one of the
main pillars of the business
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as their interest ensures
the success of the
business plan.
Opponent Companies Low Priority On the other hand, the
opponents should also be
treated as important
stakeholders and their
ideas and feedback would
enable the company to
evaluate the effectiveness
of their implemented
marketing policies.
Table 1: List of Stakeholders
(Source: Created by Learner)
In order to fulfil those criteria I have decided to call the executives of our company, the
employees, the shareholders, the companies who are in the alliance with our company
and most importantly the customers. In this case, the stakeholders can be identified into
six groups like unmovable opponents, movable opponents, uninvolved and
uncommitted stakeholders, involved and uncommitted stakeholders, regular
allies and the hard-core allies of the company. The gathering of these stakeholders
would make our launch event successful and help our company to gather the attention
of many more interested stakeholders.
AC 2.2 Contacts with the identified and developed relationships of
business [M2]
The participation of the stakeholders will enhance the opportunity for the business to
grow on a large scale (Dumais et al. 2016, p.31). In order to achieve the attention of
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these stakeholders, I have to analyse the policies of communication and choose the
processes to build an effective communication. The unmovable opponents are the main
competitors of our business. I have observed that no effort should be needed to have a
communication with these stakeholders. On the contrary, the opponents should be
involved in a relationship with our company in a covert communication process. The
uninvolved and uncommitted stakeholders also do not need any medium of
communication, whereas the involved uncommitted stakeholders that are the customers
should have an active communication. The outcome of the launch will be positive for the
growth of the company. I have observed that there is a more emphasis on building an
effective communication with the stakeholders would heighten the success of the launch
programme.
Figure 2: Classification of the stakeholders and the process of communication
(Source: costa.co.uk, 2018)
The process of communication will prove the effort and skills of the management policy.
I have observed that there is a need to reinforce the communication strategy in the case
of regular allies whereas hard-core allies do not need any effort of communication.
Considering the importance of the communication I have found out that the effects of
the policies of other companies belonging to the same industry and the Government
policies have a great impact on the business of our company.
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AC 2.3 Involvement of the mentioned relationship in decision making
Target Stakeholders Level of Interest Importance of their feedback
Media High The impact of media works as an
effective instrument to attract the
attention of the customer. Hence,
the feedback of media is very
essential to form a public opinion.
Sponsors High The sponsors promote this kind of
events by participating and giving
their opinions. Therefore, the opinion
of the sponsors serves as a major
element to measure the ratio of
success. It is also important for the
financial support of the company.
Employees High The employees are the active
persons who conduct the launch
programmes. Without their help and
coordination, the introduction of the
new product would not be possible.
Customers High The feedbacks of the customers are
the most important among all the
other stakeholders as they are the
main service-receivers.
Opponent
Companies
Low The opponent companies would be
involved in the launch programme in
a very official manner. Though they
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would mainly participate to evaluate
all the aspect of our company, their
critical feedback is very important to
analyse the success ratio of the new
product launch.
Table 2: Interest and Feedback of the Stakeholders
(Source: Created by Learner)
AC 2.4 Strategies for improvement [D1]
In order to make the new product launch of the company Costa Coffee, a significant
and memorable event of product launch, as a Customer Service Manager, I have
observed that a set of new strategies in the management would help them to acquire
and adapt the expected models of improvements. For example, the implementation of a
new technological advancement to take records of the sales ratio would help the
company in many ways. I have observed that Costa Coffee is facing several issues
related to employment and storing data. The new technology will be helpful for the
company to track the past records and it would also help the company to measure their
sales ratio. With the intention to increase the business, the essential networking
strategies that I would imply would be of building a strong network by attending
different networking issues; growing the networking database and build an effective
communication. These strategies would help me to enhance my capability to be able
to handle the management with ease.
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Task 3
LO3 Development of Communication Process (Business
Report) [M3, D2]
AC 3.1 Report on the existing process of the communication
The communication system in the Costa Coffee is based on the relationship between
the executives and the employees. Another important aspect of communication is the
one that is based on the customer relationship (Jacobsen et al. 2014, p.107).
Concerning the current communication of the mentioned company lies on the user-
friendly attitude of the company. The company has enabled the process of
communication that supports the records related to the sales and growth of the
company as well (Jin et al. 2014, p.75).
AC 3.2 Improvement of appropriate designs
The effective communication serves as the key element to enhance the area of
business (Hidayanti et al. 2018, p.19). The basic of the communication system
comprises of the speaker, message, system of transmission and the hearer. As the
company Costa Coffee is an industry that is based on the craze of the coffee lovers,
the communication system must reach the hearts of the consumers. The
implementation of the campaigning through the social media is helpful for the expansion
of the business. This process of communication helps the company to reach a
comparatively large number of people within no time.
AC 3.3 Implementation and improvement of better systems [D2]
With the purpose of promoting the business in a globalised level, the company Costa
Coffee need to employ new methods of communication. The major medium of
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communication between the customer and the company is the social media. The social
media campaigning and advertisements have enabled the opportunity for the company
to enhance its business in a comparatively effective way. As the aforesaid company is a
coffee shop and the main asset of them is the coffee lovers, the company needs to
newly promote their product to the service receivers. The communication through the
social media campaign is very likely to attract the attention of the consumers for the
further growth of the company.
AC 3.4 Personal plan to improve personal communication skills [M3]
Area of
Improvement
Process of
Improvement
Needed
Resources
Expected time
frame
Delegation Transfer some of
the tasks
Senior manager’s
advice, Time-
schedule
3 weeks
Skills of
Presentation
Join Toastmasters Time schedule 4 weeks
Communication
skills
Join listening class Time schedule 3 weeks
Table 3: Personal Improvement Plan
(Source: Created by Learner)
These improvement planning will be helpful to improve the communication skill to
connect with more customers and stakeholders to influence them to be a part of the
given organisation.
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Task 4
LO 4 Improvement of the system regarding knowledge and
information [D3]
In order to have an overall growth, it is important for every company to generate a
strategic information system to enhance the performance of the company. The analysis
of the data collection method and the rectification and probable improvement of it will
provide a chance to understand the importance of the new technological advancements.
Figure 3: Managing Communication knowledge and information
(Source: whitbread.co.uk, 2018)
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AC 4.1 Report on the existing approaches for the improvement of
knowledge and information
The method of data collection serves as the process to analyse the effective
management planning within an organisation. For the purpose of collecting data,
formatting it and for the storage purpose as well, the company Costa Coffee follows the
method of conventional process of data collection. The company conducts its business
by using the data of the customer from multiple sources to create the targeted
communications that instigates a loyalty programme which works for both the buyer and
the brand.
AC 4.2 Appropriate changes to improve knowledge and information
[D3]
In the case of the given company Costa Coffee the knowledge and information system
should be effective to produce collaborative communication. Concerning the issue of
improvement in the management, the implementation of the information technology will
be helpful to record the data and disseminate it for the purpose of keeping a record. It
has been identified that the company is facing some issues regarding the data
collection. The new information technology to record the sales and register the functions
of the supply chain management will help the company to resolve those issues.
AC 4.3 Implementation of strategies for the access to the system of
knowledge and information [D3]
The implementation of the user-friendly strategy to access the system of Costa Coffee
will help the customers to understand the organisational structure and management
policy of the company. It would be beneficial for the company regarding the issue of
effective communication. The programme to build an effective networking system would
allow the company to be prepared to exercise an improved programming in the system
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and management. The implementation of cloud computing would allow the benefit of
being connected with the consumers at any point of time which would be helpful for the
growth of the company.
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Conclusion
The importance of implementing a specific information technology in the business
relates to the success of the business. With the application of a successful information
technology as an effective management tool, a company would be able to run a
successful business in the long-term process. Along with this, it will also help the
company to analyse the business strategies that are followed by the other companies to
elaborate the service areas. In the case of the company Costa Coffee, they have
chosen to focus on the preference of their customer. The company has emphasised the
improvement of the services while applying effective marketing strategies to enhance
the quality of the services. On the other hand, the company has also focused on the
distribution of the shares among the different stakeholders. However, with their new
strategies of introducing the development of new products on a seasonal basis, it has
enabled the company to attract a huge number of the customer while applying the
information technology as an effective tool of marketing.
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Appendices
Appendix 1: Management System for wide-knowledge
(Source: paginas.fe.up.pt, 2018)
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