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

This report explores the critical role of communication, knowledge, and information management in the success of Costa Coffee UK. It examines the various types of decisions made by top management, analyzes internal and external sources of information, and proposes strategies to improve communication systems and stakeholder engagement. The report also includes a critical evaluation of the potential benefits of improving systems for Costa Coffee UK.

Managing Communication,
Knowledge and Information
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Contents
Introduction......................................................................................................................3
LO1 Understand how to assess information and knowledge needs.........................4
1.1 Provide detailed discussion on the various types of decisions to be taken
by the top management of Costa Coffee UK to devise the market development
plan. 4
1.2 Examine the information and knowledge that Costa Coffee UK has to
consider in making strategic and effective decisions.............................................6
1.3 Assess the present internal and external sources of information that are
available for Costa Coffee UK.....................................................................................7
M1 Critically evaluate internal and external sources of information in AC1.3
and demonstrate how beneficial for Costa Coffee UK in a decision-making
process......................................................................................................................9
1.4 Based on your analysis, present and justify your recommendations to
Costa Coffee UK to increase their current and potential customers...................10
LO2 Be able to create strategies to increase personal networking to widen
involvement in the decision making process.............................................................11
Introduction....................................................................................................................11
2.1 Identify five stakeholders that are important for Costa Coffee that you will
invite for launch.........................................................................................................11
2.2 Propose appropriate communication channels that are cost-effective to be
used to invite your identified stakeholders.............................................................12
2.3 Based on your identified stakeholders explain stakeholder’s interest and
feedback......................................................................................................................13
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2.4 Design all-inclusive strategy for the launch of Costa Coffee UK’s new
product to be outstanding and unforgettable.........................................................14
Conclusion.....................................................................................................................15
M2 Write a short reflective report on the outcome of the product launch and
include key areas of improvement needed for future events............................15
D1 Critically evaluate any three of the strategies you have applied in task two
to increase personal networking and also widen involvement in the product
launch of Costa Coffee..........................................................................................16
LO 3: Be able to develop communication processes...............................................17
3.1 Report the current Costa Coffee UK’s communication structure and system.
17
3.2 You are required to design methods to improvise the overall communication
systems at Costa Coffee UK with the emphasis on recent technology invention
with modernization....................................................................................................19
3.3 You are to provide with implementation plans that will improvise the current
communication mediums between Costa Coffee UK and the local community. 20
D2 Justify your conclusion, by showing how realistic is your proposed
communication strategy (AC 3.3), including advantages to the community...21
3.4 As you have taken up the responsibility in the Communication Department,
create a personal plan to improve your own communication skills....................22
M3. Based on your communication skills identified in AC 3.4, you are expected
to demonstrate how by improving your communication skill will be beneficial to
Costa Coffee UK.........................................................................................................23
Conclusion.....................................................................................................................23
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LO4: Be able to improve systems relating to information and knowledge.............24
4.1 Report on the current method of data collection, formatting, storage and
dissemination at Costa Coffee UK...............................................................................26
4.2 Conduct appropriate changes to improve the above-identified methods in
AC4.1 for Costa Coffee UK...........................................................................................28
4.3 Implement a user-friendly strategy that can improve access and usage of
systems in Costa Coffee UK.........................................................................................29
Slide 12: Thank you................................................................................................31
D3 As the Customer Service Manager, write a short essay in which you
critically investigate the potential benefits of improving systems to Costa
Coffee UK................................................................................................................32
Conclusion.....................................................................................................................33
References......................................................................................................................34
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Introduction
This unit helps in providing various opportunities for demonstrating how knowledge,
information, and communication can get developed. It is helpful for improving the
communication within the association so that positive environment can build up. The
systems of IT have been included in this unit. It is used as a tool of management for
storing, disseminating, collecting and providing the access to information and
knowledge as well. The business report in this unit helps in providing a detailed
discussion on different types of decisions which needs to be taken for the betterment of
the association. External and internal sources of information have also included in this
study in an appropriate manner. With the help of power point presentation and a short
essay, communication, knowledge and information has been explained in more detail.
By making development plans details are being provided in increasing communication.
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LO1 Understand how to assess information and knowledge needs
Introduction
This report includes various kinds of decisions which take place in the business for the
betterment of it. The knowledge and information of Costa coffee have also included in
making the strategic and effective decision.
1.1 Provide detailed discussion on the various types of decisions to be taken by
the top management of Costa Coffee UK to devise the market development
plan.
Some of the important decision are described below which are required by the top
management for devising the development plan of business-
(Figure 1: Types of decisions)
(Source: By Author)
 Operational decisions- According to Jordan, et. al., (2017), it comprises all the
assessment by the human resource management and all the activities of the business
by the operations manager. The operational decision includes workforce planning,
performance management, purchasing of extra required vehicles, adding more and
more digitalized machines for the growth of the business and etc. (Jordan, et. al., 2017)
 Strategic decisions- The strategic decision gets taken by the management of top
level. This kind of decision involves the long terms affect the business in terms of more
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Operational
decisions Strategic
decisions

profit and revenue. Investing in the CSR activities, CRM, e-magazines, the partnership
with franchisee business and etc. also get included in strategic decisions. All these kind
of decisions helps in growing the Costa Coffee UK better.
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1.2 Examine the information and knowledge that Costa Coffee UK has to consider
in making strategic and effective decisions.
In order to make the effective and strategic decision, it is very important to acquire all
the information from various factors which might be able to affect the strategies. Some
of those are discussed below-
 Customer’s feeling- In order to grow business efficiently, it is very important to
understand the needs and requirements of the customers so that their demands can get
fulfilled efficiently. The quality requirement or expectations should be perfectly applied in
decision making to run the business successfully.
 Competitors- According to Rowley, et. al., (2017), most of the businesses leads
with their own products and strategies. The competitors try to build their business more
successfully by knowing the strategies of others business. For standing in the
competitive market with efficiency it is important to be updated with the products and
strategies of the challengers. Including all these strategies into the decision making can
help the Costa Coffee UK to grow faster (Rowley, et. al., 2017)
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1.3 Assess the present internal and external sources of information that are
available for Costa Coffee UK.
The present external and internal sources of information which are available for Costa
Coffee UK is well defined below-
(Figure 2: Internal & External Sources)
(Source: LSEO., 2017)
Internal Sources External Sources
The internal sources include customer's
feedback, profit-making services, and
products, details of the employees, the
behaviour of the employees & customer’s
and etc. All these sources can get
obtained for understanding the process of
decision making in Costa Coffee UK. The
figures of Costa Coffee UK, financial
According to Fuller, et. al., (2017), the uses
of social media, website, research papers,
and journals are very useful as the external
sources for making the better decisions. It
helps in completing the customer's
expectations in most appropriate manner.
The newspapers and social media also help
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records, profit and loss statement,
summary sheets, and weekly reports
greatly help in the decision making of the
business.
in getting the knowledge of the services by
the competitors. It helps in improving the
services for the customer's satisfaction in a
much better way (Fuller, et. al., 2017).
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M1 Critically evaluate internal and external sources of information in AC1.3 and
demonstrate how beneficial for Costa Coffee UK in a decision-making process.
It is well known that in order to run business for longer, satisfying the customer’s is very
important. According to Jordan, et. al., (2017), the internal sources like taking the
feedback from the customers, taking care of those products and services which are
making the effective profit and etc. help in taking the fruitful decisions in Costa Coffee
UK. The external sources like the research papers, journals and etc. also help in
understanding the actual scenario of competition in the market. This kind of information
helps in taking the effective decision for the betterment of the business (Jordan, et. al.,
2017)
According to Trantopoulos, et. al., (2017), after understanding the customer's demand it
gets easier to help them with the same and to satisfy them so that business can grow
positively. That's the reason that feedback and experience of the customers help the
business to grow with positivity. The social media, website, journals helps in finding out
the level of completion including the interest of the customers. This kind of information's
helps in taking the efficient decision for the betterment of the business (Trantopoulos,
et. al., 2017)
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1.4 Based on your analysis, present and justify your recommendations to
Costa Coffee UK to increase their current and potential customers.
The Costa Coffee UK tries hard to make their customer feel happy and satisfied in the
best possible manner. In order to increase the potential and current customer’s some
the recommendations are suggested below-
 According to Trantopoulos, et. al., (2017), the collection of customer’s feedback
can help the business in improving their services according to the needs and
requirements of the customer’s.
 By behaving familiar with the customer’s the experience of the buyers can get
enhanced in the positive manner which will help the business in more efficient manner.
 Managing the activities and taking the decisions at a real time would be a great
help for the growth of the business (Trantopoulos, et. al., 2017)
 The door to door services might become a greater way of expanding the
business globally by satisfying the customers.
Conclusion
The analysis and justifications for increasing the numbers of customers have taken
place in this report. This report also includes the evaluation in between of internal and
external sources of information.
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LO2 Be able to create strategies to increase personal networking to widen
involvement in the decision making process.
Introduction
As a customer service manager, a responsibility is being given for designing a suitable
strategy for launching Easter on Costa Coffee’s new product. This launch will be joined
by diverse stakeholders who are listed below. Apart from this, several communication
channels will also be discussed for inviting them plus their feedback and interest will be
taken into consideration. An effective strategy will also be build up for the launch of new
product.
2.1 Identify five stakeholders that are important for Costa Coffee that you will
invite for launch.
Stakeholders are the one who gets affected or affect objectives, policies, and actions of
an organization. Some of the key stakeholders of Costa coffee are:
Owners (Shareholders): It is an individual who has the right to own one or more
than one share legally. They are the corporation members and have right to sell
their shares (Weske, 2012).
Customers: As per the analysis, clients or customers are the heart of any
organization. Their choice regarding decisions and suggestions plays a crucial
part in the success of the business.
Government: There are several factors of government which is affecting
association as they act as a hindrance and alters various policies that can be
against costa coffee.
Suppliers: They are one of the most significant stakeholders of an organization.
They are the one who provides raw material as per the demand.
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Investors: They are the individuals who make the allocation of capital as per the
expectation regarding the financial return of future (Weske, 2012).
2.2 Propose appropriate communication channels that are cost-effective to be
used to invite your identified stakeholders.
There are numerous channels of communication which can be utilized but some of the
cost-efficient channels are explained as follows:
Direct communication: It is one of the most effective and cost-efficient methods
of conversation. Costa Coffee can make use of this method by conducting a
meeting with the stakeholders and inviting them for a launch.
Print material: Organisation can also invite their guests by printing memos and
circulars which will contain details regarding product launch.
Electric communication: Invitation to stakeholders can also be given with the
support of video or audio conferencing, email etc.
Web-based conversation: Invitation can also be given with the support of
instant messaging as well as interactive meetings virtually (Grunig, 2013).
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2.3 Based on your identified stakeholders explain stakeholder’s interest and
feedback.
Feedbacks, as well as the interest of stakeholders, are significant in the development
and growth of an association. Distinct stakeholders who are identified are government,
investors, suppliers, owners, and customers. Feedback is being taken from customers
regarding the price, service, and quality of a product. This kind of feedback is necessary
to know about the choice of customers, whether they are satisfied with the product and
quality or not, the price is affordable or not. Feedback is also driven from suppliers and
investors regarding the type of investment and the suppliers will suggest for regarding
the new raw materials which will enhance taste and the whole process which will
improve supply chain management. Interests of these stakeholders are also important
as they are the one who makes a contribution to the success of the business. Investors
make an investment which is necessary for smooth operations. Interests of suppliers
are necessary because if the supply of raw materials will not be made then it will affect
product’s taste and significance. In the end, interests of customers are very crucial as
they are the one who purchases products and services offered by the organization
(Ayuso, et. al., 2014).
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2.4 Design all-inclusive strategy for the launch of Costa Coffee UK’s new product
to be outstanding and unforgettable.
As per the analysis, it is very important for Costa Coffee to develop an effective strategy
for the launch of a new product which will also support improvement of association and
future enhancement. There are few main strategies which should be kept in mind for
launching:
Purpose: The main aim of launching a product is in regards to the growth of the
business. Organization should master the process and concept regarding the
launch of product so as to empower growth by making successful launching.
Stages: There are various stages in the introduction of product for which there
should be proper strategy. These stages involve development, testing, goal
setting, timing of the event, excitement building and positioning. Development of
a product must be done by designing team as per the needs of customers. The
stage of goal setting and objective involve settlement regarding revenue goals
and setting of sales.
Considerations: Generation of consideration regarding inclusion of the product
in current set up will expand equity of brand (Grant, 2016).
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Conclusion
From the above analysis, it has been examined that stakeholders play a vital role in
success and growth of a business. It is not possible to operate in a market which is full
of competition and for this feedbacks and interest of stakeholders must be considered.
They should be invited for a launching through proper communication channel and
strategy must also be build up for the success of an event.
M2 Write a short reflective report on the outcome of the product launch and
include key areas of improvement needed for future events.
As a Customer Service Manager, I have realized that event regarding the launching of a
new product was very successful as there were lots of gatherings and everyone seems
pleased with the features of a new product. People also tasted new launched coffee and
were satisfied with it. Everything was managed properly including sitting arrangement,
decorations etc. Apart from all these things, there were few improvements which must
be taken into consideration for the future events. There was an issue regarding
management of time. The event did not get started at the planned time and this
increased the overall cost of resources are being used for large time.
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D1 Critically evaluate any three of the strategies you have applied in task two to
increase personal networking and also widen involvement in the product launch
of Costa Coffee.
Strategy regarding administration of different stages will be helpful in increasing
personal networking and also broaden the launch of the product. In deciding various
stages, members of each department will get involved which will eventually increase the
communication which will aid in the success of launching event. This strategy will also
be beneficial for making proper management and administration of a product
development (Grant, 2016).
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LO 3: Be able to develop communication processes
Introduction
This report includes the communication structure and system of Costa Coffee UK. The
methods for improving the overall communication system have also taken place in this
report.
3.1 Report the current Costa Coffee UK’s communication structure and system.
The report of current communication system and structure of Costa Coffee UK is well
described below-
 For better communication in between of employees the facilities of mobile phones,
emails and messages have been provided in the Costa Coffee UK, so that the
employees do not feel any kind of inconvenience in contacting to each other.
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 According to Bryson, (2017), the portal which is based on web or internet has also
provided by the association so that any confusion can get cleared by talking to the other
members or the experts at the real time.
 The involvement of the customers through the personal emails and social media for
their feedbacks are also helping the business in meeting their objectives for the success
(Bryson, 2017)
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3.2 You are required to design methods to improvise the overall communication
systems at Costa Coffee UK with the emphasis on recent technology invention
with modernization.
In order to make business more successful and effective, it is very important to help the
customers with better results. According to Webb, (2017), for responding the
customer’s, a particular website should get designed by the Costa Coffee UK, so that
customers can get the response at the real time. Management should use the latest and
updated technologies for improving the communication in the better manner. Personal
assistant applications, web integration, instant messaging should get included in the
business so that the customer's and employees can reach to each other in an easy
manner. It will help in increasing the faith and trust of the customer’s towards the
business of Costa Coffee UK. As same it would be a great help for resolving the issues
of the entire customers by providing them better services and resolutions as well
(Webb, 2017)
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3.3 You are to provide with implementation plans that will improvise the current
communication mediums between Costa Coffee UK and the local community.
The association of Costa Coffee UK can take the help of local media channel for
offering the details and pricing of products to the entire community. According to Quirke
(2017), the association can communicate with the other stores directly to expand their
products and services in the wider manner. Nowadays people are so likely to get the
services and products at their place. For this door to door, services can also help in
expanding the business at the greater level.
It will be an easier way to satisfy the customers by communicating them personally.
Some of the games and television shows can also be very helpful in advertising the
products. It will help in knowing about the products and services of Costa Coffee UK
directly to the customer. It will also help in communicating with the entire community in
the easiest manner (Quirke, 2017)
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D2 Justify your conclusion, by showing how realistic is your proposed
communication strategy (AC 3.3), including advantages to the community.
In order to take care of customer’s demand, distribution of products and services
directly at the places of customers will help in communicating with them easily.
According to Rowley, et. al., (2017), the customer’s will feel easy to share the feedbacks
at the real time. It will reduce the wastage of time of the customers and employees as
well. The employees will also feel very easy to reach their customer’s for resolving their
issues. It will reduce the chances of loss and dissatisfaction of the customer’s. The local
newspapers will be helpful as a one way of communication to the entire community. It
will also help in spreading the features of the products and marketing as well (Rowley,
et. al., 2017)
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3.4 As you have taken up the responsibility in the Communication Department,
create a personal plan to improve your own communication skills.
The personal plan for improving the own communication skills PPD has prepared
below-
Skills Current
Ability
Target Ability Development
Opportunity
Time Frame
Written
Skills
Making
Knowledgea
ble
To make people
more
knowledgeable
about the products
and services
It will help me to record
all the needs and
requirements of
changes in the
business
2 Months
Communi
cation
Skills
Expanding
network
To set a healthy
environment with a
group of people
It will help me to get
engaged with more
and more leaders and
a customer's as well
1 Month
Listening
Skills
Convincing
people
To provide solutions
to the customers
It will help in gaining
faith and trust in the
customer's
1 Month
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M3. Based on your communication skills identified in AC 3.4, you are expected to
demonstrate how by improving your communication skill will be beneficial to
Costa Coffee UK.
Improving the communication skills is very beneficial for the growth of the business.
Writing skills will helps to note down all the issue which are affecting the business
negatively. According to Fuller, et. al., (2017), listening to the customers and employees
will also help in improving the efficiency of the business in the greater manner. It will
help in knowing about all the issues which customers are facing the use of products and
services. As same it will also help in knowing about the issues of the employees which
is affecting their job responsibilities. By getting all the information of issues through
communicating with them, it will become very easier to resolve all those issues in the
perfect manner. It will help for the successful growth of the business (Fuller, et. al.,
2017)
Conclusion
This report includes the personal development plan for the growth of the business. It
includes various skills to improve the efficiency of the business.
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LO4: Be able to improve systems relating to information and knowledge.
Slide 1: Title page
Slide 2: Table of content
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Slide 3: There is a much requirement of innovation in addition to creativity for the
success of any enterprise. It is very significant for Costa Coffee to make some
alterations for the development and growth. The given presentation will help in
generating various methods of data gathering and will also analyze some strategies
which are used for smooth operations.
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4.1 Report on the current method of data collection, formatting, storage and
dissemination at Costa Coffee UK.
Slide 4: Collection of data is the major procedure and is utilized to make gathering and
measurement of data which is useful for an organization. Formatting of data is
considered as another process which is used to make changes and alterations for the
purpose of using it in the achievement of aims and objectives. The collected data is also
stored so as to utilize it later; storage is being done electromagnetically or manually.
Dissemination of data is done to distribute or transmit it.
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Slide 5: There are various methods which are used to collect data. These are,
experiment: it is a survey in which data is obtained from a set of the population for
estimating attributes of the population. Observation: In this data is collected
systematically where researcher makes use of senses for examining individuals.
Survey: this method is used to gather information from individual’s sample. Publication:
Data is gathered from various publications of government and organization itself.
Slide 6: There are two sorts of dissemination methods, these are Indexed Sources and
Non- indexed Sources. In the indexed method, information which is content oriented is
being collected from sources like catalogs, web resources, repositories, and databases.
Non indexed source is helpful for satisfying requirements of various problems.
Nonindexed information is being browsed for storing and capturing relevant data.
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4.2 Conduct appropriate changes to improve the above-identified methods in
AC4.1 for Costa Coffee UK.
Slide 7: For the improvement of collection, storage, dissemination, and formatting of
data, it is significant for Costa Coffee to make the systematic development of the
process. For this organization should utilize modern as well as traditional methods such
as magazines, newspapers, digital libraries, internet etc. The collected information must
be stored systematically in the system of the database for proper retrieval. It is also
necessary to have effective collaboration and coordination between employees so that
the collected information can be utilized effectively for organization's benefit.
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4.3 Implement a user-friendly strategy that can improve access and usage of
systems in Costa Coffee UK.
Slide 8: There are numerous problems and issues which are there at the time of
collection and formulation of data for effective operations in an association. For this
several strategies are being prepared which will support in improving access to system
related with technology and information.
Slide 9: There are various strategies which are used for the improvement of usage and
access of the system. Some of these strategies are development of technological
strategies, which will support in satisfying needs of various plans so that there will be
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proper working of the system. Formulation of agreement of utilization of technology will
reduce trafficking in the network. Utilization of software which is free will helps in saving
cost. Maintenance of software and system is also important as it will aid in eliminating
viruses and problems.
Slide 10: A crucial role is being played by technology and information in the success of
trade. Methods of data gathering will support Costa coffee in proper management and
administration which will support in achieving goals. By making effective
implementations of strategies which are in relation to information and technology will
reduce many complications in business.
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Slide 11: References
Slide 12: Thank you
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D3 As the Customer Service Manager, write a short essay in which you critically
investigate the potential benefits of improving systems to Costa Coffee UK.
Costa Coffee is one of the leading coffee houses for the people of UK. It is continuously
increasing its market value by increasing customer base. There are various needs of
customers regarding the services and facilities which should be fulfilled by business so
as to have to gain potential benefits. The improved system will eventually support
growth as well as the development of an organization which will benefit them in many
terms (Tucker, 2017). There is little need which is identified, these are like customers
wants to have independent auditing, improved internal effectiveness and efficiency, the
increased client base of corporates and improved satisfaction of customers. Fulfillment
of all such needs and requirements will eventually benefit in improving overall system of
an association.
Some of the potential benefits which will be enjoyed by customers because of the
improved structure are like a commitment from staff will be there for continuous
development. There will be proper and effective business growth which will increase
their reputation. The organization will also be able to cater more and more clients as per
their demand which will automatically enhance satisfaction level of clients. Customer will
enhance their awareness regarding the objectives as well as goals of business.
The improved system will also benefit the organization in one or other way. Client base
of the company will get increased which will impact on their goodwill and reputation.
Aims and objectives of an association will get achieved on time and with effective
manner. If there will be more growth and profit then it will assist Costa Coffee to launch
their new stores in many other locations which will aid them in achieving set targets and
expanding business on next level (Tucker, 2017).
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Conclusion
The knowledge and information which organization considers in their business for
making the effective and strategic decision have been included in this unit. It also
describes the analysis and justifications of the given recommendations for increasing
the potential and current customers. Evaluation of internal and external sources of
information has also taken place in this unit with the demonstration of benefits of a
decision-making process. Identification of different five stakeholders has been made in
this study of Managing Communication, Knowledge and Information. The inclusive
strategy by the stakeholders has also designed in this unit very well, which helps in the
growth of the business. The PowerPoint presentation includes the communication
system and structure which greatly helps in making business effective and efficient as
well.
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References
 Anthopoulos, K., von Krogh, G., Wallin, M.W. and Woerter, M., 2017. External
knowledge and information technology: Implications for process innovation
performance. MIS Quarterly, 41(1), pp.287-300.
 Ayuso, S., Rodríguez, M.A., García-Castro, R. and Ariño, M.A., 2014. Maximizing
stakeholders’ interests: An empirical analysis of the stakeholder approach to
corporate governance. Business & society, 53(3), pp.414-439.
 Bryson, J., 2017. Effective library and information centre management.
Routledge.
 Fuller, M.A., Valacich, J.S., George, J.F. and Schneider, C., 2017. Information
Systems Project Management: A Process and Team Approach, Edition 1.1.
Prospect Press.
 Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John
Wiley & Sons.
 Grunig, J.E., 2013, “Excellence in public relations and communication
management”, Routledge.
 Jordan, P. and Lloyd, C., 2017. Staff management in library and information
work. Taylor & Francis.
 LSEO., 2017. Link Building Strategies: Authoritative SEO Linking Strategy Guide
[Online]. Link Building Strategies: Authoritative SEO Linking Strategy Guide
Available at: https://lseo.com/link-building-strategies-authoritative-seo-linking-
strategy-guide/ [Accessed On: 30 March 2018]
 Quirke, B., 2017. Making the connections: using internal communication to turn
strategy into action. Routledge.
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 Rowley, J. and Hartley, R., 2017. Organizing knowledge: an introduction to
managing access to information. Routledge.
 Tucker, C.M., 2017. Coffee culture: local experiences, global connections. Taylor
& Francis.
 Webb, S.P., 2017. Knowledge management: Linchpin of change. Routledge.
 Weske, M., 2012. Business process management architectures. In Business
Process Management (pp. 333-371). Springer, Berlin, Heidelberg.
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