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

MANAGING
COMMUNICATION,
KNOWLEDGE AND
INFORMATION

Table of Contents
INTRODUCTION............................................................................................................................. 2
LO1................................................................................................................................................. 3
1.1 DISCUSSING THE RANGE OF DECISIONS TO BE TAKEN BY THE ORGANIZATION.....3
1.2 ANALYSING THE INFORMATION AND KNOWLEDGE NEEDED TO ENSURE
EFFECTIVE DECISION MAKING...................................................................................................5
1.3 ASSESSING THE PRESENT INTERNAL AND EXTERNAL SOURCES OF INFORMATION THAT
ARE AVAILABLE FOR COSTA COFFEE UK.....................................................................................7
1.4 JUSTIFICATION OF RECOMMENDATIONS TO INCREASE CURRENT AND POTENTIAL
CUSTOMERS............................................................................................................................... 8
LO2............................................................................................................................................... 10
2.1 IDENTIFYING FIVE IMPORTANT STAKEHOLDERS FOR COSTA COFFEE................................10
2.2 COMMUNICATION CHANNELS USED TO INVITE THE STAKEHOLDERS................................11
2.3 STAKEHOLDER’S INTEREST AND FEEDBACK ABOUT THE FIRM...........................................12
2.4 DESIGNING THE BEST POSSIBLE STRATEGY FOR THE LAUNCH OF COSTA COFFEE NEW
PRODUCT TO BE OUTSTANDING AND UNFORGETTABLE.........................................................13
LO3............................................................................................................................................... 14
3.1 THE CURRENT COSTA COFFEE UK’S COMMUNICATION STRUCTURE AND SYSTEM............14
3.2 DESIGN WAYS TO IMPROVE COMMUNICATION SYSTEM...................................................15
3.3 IMPLEMENTATION PLANS THAT WILL IMPROVISE THE COMMUNICATION MEDIUMS
BETWEEN COSTA COFFEE AND THE LOCAL COMMUNITY........................................................16
3.4 CREATING A PERSONAL PLAN TO IMPROVE OWN COMMUNICATION SKILLS....................17
LO4 IMPROVING SYSTEMS RELATING TO INFORMATION AND KNOWLEDGE..............................18
CONCLUSION............................................................................................................................... 20

REFERENCES.................................................................................................................................21

INTRODUCTION
The growth of any business depends upon the strength of information and knowledge available
in the company. The effective communication skills play a very major role in gaining success of
the firm. The report presented below analyses the information and knowledge needed by the
Costa Coffee UK in developing a new product plan. The report presents various kinds of
decisions might be taken by the firm to enhance the growth of the firm. It also identifies the
different stakeholders of the organization and also seeks the various the cost-effective channels
for communicating with them. Also, various strategies have been suggested to enhance the
communication with the stakeholders. The existing communication process of the organization
has been analysed and improvements have been suggested to enhance communication skills.

LO1
1.1 DISCUSSING THE RANGE OF DECISIONS TO BE TAKEN BY THE
ORGANIZATION
The Costa Coffee is a British multinational coffeehouse company that is headquartered in
Dunstable, UK. It is a subsidiary company of Whitbread, which is the largest coffeehouse brand
in the UK. This firm is currently operating in 30 countries worldwide and wants to expand its
business in other countries also. The main target of the firm is to create 5000 new jobs for the
poor people and have to build 100 new schools for the vulnerable children in the UK. Another
main goal of the organization is to increase sustainability by reducing carbon emission by an
amount of 15% of the total emitted carbon (COSTA COFFEE, 2018).
Figure 1: Costa Coffee Logo
[Source: https://www.docsity.com/en/a-case-on-costa-coffee/2331493/]

For achieving these goals, certain decisions need to be taken by the firm to perform operations
effectively in the direction of goal achievement.
Strategic Decision- The top management of the firm must plan strategies to successfully grow
in the market. Strategies must be designed to perform the tasks effectively that would lead to
goal achievement. These are long-term decisions taken by the top management of the firm to
provide new jobs to the people and to increase sustainability.
Tactic Decision- The tactic decisions are made by the middle management in order to change
the planned strategies to gain short-term goals. This involves the analysis of the current trends
and practices and decisions are made based on the proper analysis of the current situations.
The firm may change the planned strategies of building new schools for the children as per the
requirements. New temporary development plans can be made by the firm to build the schools
at the proper location and with proper facilities.
Financial Decision- It is imperative to design a plan for investment in the projects. The financial
decisions help in analysing the cost factor involved in the development of new products and in
carrying out new projects. The products and the services must be cost-effective and profitable
for the firm.
Operational Decision- The operational decisions are very helpful in successfully performing
daily activities and responsibilities in the estimated time and desired performance. This involves
decisions regarding employees' wages, the performance of employees etc. The activities
involved in the expansion of the firm must be carried out successfully to achieve the desired
objectives.