Marketing Communication and Stakeholders

This assignment delves into the crucial role of marketing communication in organizations. It examines various communication channels used to reach target audiences, the diverse stakeholders involved (primary and secondary), and how effective communication strategies can build relationships and achieve business objectives. The assignment emphasizes the importance of understanding stakeholder perspectives and tailoring communication approaches accordingly.

MANAGING
COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1................................................................................................................................................4
1.2................................................................................................................................................5
1.3................................................................................................................................................5
1.4................................................................................................................................................7
TASK 2............................................................................................................................................7
2.1................................................................................................................................................7
2.2................................................................................................................................................8
2.3................................................................................................................................................8
2.4................................................................................................................................................9
TASK 3............................................................................................................................................9
3.1................................................................................................................................................9
3.2..............................................................................................................................................10
3.3..............................................................................................................................................11
3.4..............................................................................................................................................11
TASK 4..........................................................................................................................................12
4.1..............................................................................................................................................12
4.2..............................................................................................................................................13
4.3..............................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES............................................................................................................................15

INTRODUCTION
Communication is a process in which knowledge and ideas are shared with each other.
Managing communication is a crucial tool for the manger in any organisation and this process is
also useful for easily gathering information and knowledge for business point of view. With the
help of proper conversation, members of the enterprises can evaluate all the terms such as
planning, organizing and that can assists for monitoring individual performance (Coombs, 2014).
It is important for closely relationship among employees and easily share the information
between them. The present report is based on managing communication in business by which
necessary decisions are made for establishing new food shop suggest name is XYZ food cafe. In
addition to opening of food shop entrepreneur must identify all basic needs such as financial
resources, raw material, needs of labour etc. Different decisions and ideas for establishing
processes have been taken by the individual and their subordinates for accomplishment of goals
(Oetzel, 2015).
TASK 1
1.1
A proper planning is necessary for establishment of new stores and at that time important
decisions are taken for initial stage of food shop essential judgement is needed (Chambers,
2015). For successful opening of food shop, there should be accomplish the following points
which are discussed below: Decisions regarding Grand opening of food cafe: “First impression is the last
impression”. Opening is much easier when a loyal group of customers is a part of the
business. New opening requires lot of planning such as attractive food card menu, way of
presentation, entertainment programs and also refreshments for the guests. All these
points are needs to be considered by the entrepreneur for opening up new venture. Budget related decisions: Budget is a plan where financial resources are allocated to
different activities. Further, it provides an overview of cash flow that the organization is
expected to generate. In the initial stage forecasting of monetary requirement into endless
option .The owner of XYZ considered all the related investment option for opening up of
cafe such as investment on advertisement, entertainment, promotions activities and much
more (Boyer and et.al., 2015).

 Permission by government: According to the size and nature of food shop necessary
legal process should be followed. The permission includes clause that their production is
environment friendly and food is healthy to eat and no harmful things are added in the
cafe products.
1.2
XYZ cafe examine all the data and knowledge that is required to consider at time of
starting up the business units (Harrison, 2016). Proper requirement of raw material are
considered by which are required by the food shop and they are explained below: Supplier: Before opening of new venture. Production department of food shop evaluate
the available area supplier in the market place and it's also considered by the individual
that there should be a alternative supplier available at the time of extra need of raw
material. Buyer requirement: It is important for the cafe that customer choice shuold be
considered and maintain the test that guests are expected by the food shop and
individual also create a suggestions box to easily know customer needs (Oetzel, K.,
2015). Legal procedures: At the time of starting up a business a formal procedure followed by
the food shop and manage the relation with both parties. For better relation with the
government representatives XYZ cafe follows all the rules and regulation which are
necessary for the food shop.
 Distribution channel: A channel of distribution where all intermediator are supply
goods and services to retailers. (Austin and Pinkleton, 2015).
1.3
Various factors affects the initial stage of business and it is important to examine all the
factors that are suitable for setting up a new venture (Managing marketing communication.
2016). Different internal and external factors that the organisation needs to consider is listed
below :

(source- Guha, 2013) Internal factors: At the time if beginning of food shop,shopkeeper should consider the
value system of market place. Individual also focuses on creating mission and objectives
of food shop that assists for better growth of business unit. Internal factors also include
quality management and culture of work place. Individual should maintain the quality of
food so that customer loyalty increase towards the XYZ cafe (Eisenberg and et.al.,
2013). Moreover, working environment should not be conducted so that workers may
feel free to share their ideas and views regarding the working place.
 External factors: As per the given scenario new opening required to extra consideration
towards the marketing activities such as supplier of inputs, customer wants and needs.
Owner of food shop gathers all information regarding economic and socio-culture
environment of market place for better starts-up.
Illustration 1: Marketing communication

1.4
In this scenario, food shop is planning to expand the business and thinking about the
opening a new branch. Individual have planned for improvement in decision-making process
(Knapp and et.al., 2014). In this context, all necessary recommendation regarding new steps can
take place in the decision process is as discussed below: Decision support system: In the business, there are many barriers arises in the workplace
but the manger have a potential to resolve the problems with appropriate decision power.
XYZ focuses on gathering reliable informations when the decision are made in the
workplace. Beside this, DSS is also referred to be one of the best method for framing
effective business related decisions with a prompt support of the appointed leaders and
managers in the current food shop. Herein, this method duly assists them to discover
numerous alternatives to select from the best possible one after evaluating them all.
 Effective communication: Decision making process is based on proper interaction with
each other and it's assists for reducing gap between the employee. Food shop should
considered all the past drawbacks and try to resolve it with the help of communication. It
can reduce the risk level at the time of expansion of business(Guha, 2013). This is
another most essential requirement for a smooth functioning of an organisation where all
employed bodies must refer to make a clear interaction with each other. It is with a
fundamental concern of eliminating any dubious state of work with no confusion among
the workers. Herein, the workers must be aware of the undertaken goals and objectives of
the food shop and should exactly know the direction in which they are required to carry
out their work for a timely achievement of organisation's targeted aims.
TASK 2
2.1
The given scenario is based on a food shop by which a new branch opening of XYZ food
cafe is under process. In which Individual have planned to invest more for purpose of business
expansion (Grunig, J.E., 2013). Here are list of stakeholder that may causing in the starting up
business and they are listed below: Workers: employees are more flexible with the guest so it may assist in gathering views
and ideas from the customer. With the help of communication collection of information

becomes easier task for food cafe. They play a crucial role in the organization. Worker
of food shop tries to improve the food presentation so it can assists to attract the customer
towards the cafe (Narayanaswamy and Weaver, 2013). Investors: Investors having a clear visions towards the business and they very well know
that how much investment needed by them in the organization. So their opinion towards
the investment in the food shop influence the decision-making process.
 Clients: Consumers needs and wants are a key tool for the business. XYZ food cafe
focuses on consumers opinion towards the products so they may easily take the decision
for modifying the products (Cornelissen, 2014). And make a list of do and don't in the
production process.
2.2
A good entrepreneur is also a good relation maker with their clients and seeks to get their
views and ideas towards the cafe (Grunig, 2013). In this context,for making a better contact and
relation with the clients for new shop opening all tools are necessary and they are as follows: Develop communication skill: Food shop focuses on developing interaction skills with
the clients for new branch opening. And evaluate all the points to create a endless
relationship with the client and that can assists for expansion of business in a easy
manner. Customer relationship management: With the help of CRM, Food shop maintains better
relationship with the users and easily evaluate the perceptions of clients. In this context,
food shop considered the views and ideas of worker and consumer for modification of
work culture (Servaes and Lie, 2013).
 Mails and calls: With the help of this tool, contact making is much easier for the
mangers. Owner of XYZ food cafe has adopted this tools for better interacting with each
other. They may use mails and message for sending wishes at time of festivals and wish
them for birthdays.
2.3
For every business correct decision making is an important part. Food shop can collects
the information and facts from the stakeholder. Workers are also the part of decision making
process and this is done through suggestions meetings (Garvey, 2014). Here two planning
settings are considered and they are as follows:

Activities Planning
Price strategy  Price discrimination is based on marketing trends and it is also
evaluated by the entrepreneur in the meeting of price setup, this is
affordable by all type of consumers.
 Share the views and ideas behind the pricing of products and set the
agendas also (Samovar and Porter, 2014).
 Decision regarding the flexibility of price in the new branch opening.
Location
strategy
 It should be considered by the forecaster that product can stand in the
market area or not.
 A formal report can develop by the individual for set up a location
for new branch opening of XYZ food cafe.when location is decided
by the company and stakeholder should participated in the decision
regarding the location (Knapp, Hall and Horgan, 2013).
 at last location is decided with the help of stakeholder and they have
more idea about the external factor so it may easy to forcasting the
location with best view.
2.4
As per the given scenario planning can improve for future concern and necessary changes
are taken place for improvement in planning process. No one can know their future so with the
help of forecasting essential alteration are arranged for better future of food shop (Grunig,
2013). As per the above planning process, price strategies of food shop is weaker according to
the future concern so at the time of new product launching price discrimination is based on
competition of market and also considered the major changes made in the market place. Offers
can attract the individual so that food cafe should adopted new offer coupon for increasing the
sale of products and services of cafe.
Xyz company can invite the feedbacks and reviews regarding new launching. A proper
detail sheet should be made by the company for better evaluation of feedbacks at last when the
improve results are out, appropriate place can choose by XYZ food shop. At the time of new

launching of product both strategies are play a crucial role as an establishment point of view
(Eisenberg and et.al. 2013). Beside this, a prompt involvement of stakeholders is together
referred to be a vital consideration for the current food cafe where they must tend to involve their
employees in planning efficient strategies for the same. Herein, a fishbowl technique is referred
to be an effective way to involve the employees to share any of their relative concerns regarding
serving the clients. They can hereby refer to share any concern relating to their training and
development where they may also need some improvement in the adopted measures of serving
the users. This technique is apparent to devise some innovative strategies to serve the clients and
users which is also helpful in getting a contending position in the market.
TASK 3
3.1
According to the given scenario, there are two types of communication process one is
formal and other one is informal. XYZ uses both kind of both kind of communication processes
to interact with its personnel. Formal communication process under which management rotate
the information in proper manner by using different channels. Generally formal communication
take place between management and employees, supervisors and subordinates (Coombs, 2014).
It includes downwards, upward communication whereby employees can get important
information from their management or respective department. For instance, if employee is not
clear about the job profile and task to be done then upward communication can be used for
clarification purpose. Apart from this, informal communication under which XYZ follows this
process when take the quick decision and feedback. For example, management can conduct open
session with the employees therefore at that time; the company can follow informal process. On
the other hand, the existing process of communication in the company whereby employees uses
the phones for communicating with the team members. By using email, workers communicates
with the customer and clients for solving issues and problems regarding information and
products etc (Oetzel, 2015). It affects performance of organization because they are able to solve
the quires are provided by the clients.
3.2
There are different types of communication process under which company uses these
process for stating business and running business (Knapp and et.al, 2014). By using emails,

employees communicates with each other under which they are discussed about the topics
related to issues and required information by the clients and customer. It helps workers to
properly interact with the team members and save the time as well as managing proper
information. Furthermore, this process uses for running business under which management are
also uses phones for circulating the information among the human resource. XYZ adopts the
advance technology for communicating with the UK clients whereby workers interact with each
other and discusses about the assignment is provided by the customers and clients. It helps
manager to take easily decision and circulate the messages among the team members. Apart from
this, it is required to develop the proper communication process in order to pass the information
between employees and clients. Through the meeting, employees interacts with each other and
discusses about the products, services prices etc., under which workers give the idea and
suggestion. Henceforth, all these communications process used by the company like start-up and
running business for managing the information in the organization (Boyer and et.al, 2015).
Beside this, both formal and informal measures of communication must be used by the
organisational bodies over here to make a clear interaction with each of individuals deputed at
distinct levels. This can be more effectively done with the help of W's communication strategy
developed by Lasswell with its 5 leading traits-
 Who- This is to make a clear interpretation of the audience to whom a message is
required to be transmitted.
 When- It is yet another potent element that indicates a pertinent time to do so.
 What- At this level, an appropriate message to be transmitted will be acknowledged by
the concerned officials of the food shop.
 Where- Here, a suitable place is being determined to carry out the process of
transmission.
 Who- It is yet another liable component of this strategy with another similar constituent
of “Who” which is to ascertain the people who will refer to conduct the process of
communication such as the press agencies, etc.
3.3
Improvements can be implemented in communication on the basis of following aspects
are:

 XYZ company opens the IT department for managing information in proper way
whereby employees have any doubt then they can communicate with the IT department.
It helps workers to focus on the work and attaining the task is provided by the firm.
 XYZ develops the proper structure for communication each other (Harrison, 2016). For
example; if employees require communicating with the top management under which
they firstly write the mail to the team leader and after workers can communicate.
 An organization prints the office diary for circulating the information among the
employees which help to get the information and they are worked accordingly.
 Company develop the proper hierarchical for managing the information among the
employees. It help workers to get the relevant information on the time under which they
work as per provided by the firm (Stacks and Salwen, 2014).
All these improvements useful for the organization and implement at the work place for
improving the communication process. This is turn helps organization in getting desired level of
outcome or success.
3.4
Personal communication and development plan
What to achieve Plan for development Time period
 Communication skills
 Build-up confidence

 In order to enhance my
communication skills
so I will join coaching
classes. Moreover, I
learn about the basic
knowledge under
which individual share
the ideas and
experience. It helps me
for improving the wide
range of think
 I need to enhance my
confidence level. I will
3 weeks
4 weeks

attend the seminars
and conferences is
conducted by the
organization.
Moreover, wide
discussions regarding
several issues are taken
place in seminar and
conferences. In this
way, it provides
opportunity to me to
share views and ideas
among large group of
people. Henceforth, as
the result, I can
communicate among
large mass of people in
the organization
TASK 4
4.1
As per the given scenario, when an individual starts to analysis the present tools such as
formatting, storing and disseminating of data, in the context of food shop. With the help of
evaluation errors can be find out by the individual. Businessperson can collect all the necessary
data for better consideration and evaluate all the points which can helpful for better completion
of task (Grunig, 2013).
Individual can store all the data for use in future and also take place this data for monitoring of
individual performance. Food shop focuses on better formation of data and information so that at
the time of need of data that can easily understand by the individual. Disseminating all the
unnecessary data which are not useful for the business point of view (Bauman and et.al., 2014).

4.2
An Organization can improve the collection, formatting of information which will help in
increasing the productivity of the firm. For this purpose, company collects the information
regarding business norms, customer data etc., under which employees save the data in the system
is required by the firm. By using library, catalogues, XYZ require the problem oriented
information whereby employees uses these type of source and solve the problem (Smith and
Lasswell,2012). Moreover, corporation communicate with the community for collecting the
information as well as disseminate information which helps in developing public platforms
(Knapp and et.al. 2014). Further, it also assists in developing communication links with the
community to address issues relevant to the society like product marketing, job opportunities etc.
Henceforth, it affects performance of the business because clients and customer are satisfied his
services is provided by the employees. It helps to increase the overall productivity of the firm
and market share. On further interpretation of all of these above considered approach, below
defined is the entire description of each of them-
 Collection- MIS and DSS tactics can be used to collect a liable set of data by the food
shop to make further business related decisions.
 Formatting- Herein, an apt software programming system can be used so as to format the
above collected data that supports the above used methods as well.
 Storing- Online servers with a secured base of networking can be used so as to safely
secure the formatted data.
 Dissemination- This is lastly done to circulate the stored data with some effective
mediums to make an authentic distribution of the information to a targeted base of
audiences.
4.3
Information system of a company can update on the daily basis and it is helpful for better
implementation at work place. This can assist to improve the information system and also collect
the data about each department of workplace. Individual should discuss all the queries and issues
related to feedback (Samovar and Porter, 2014). With the help of information system co-
ordination among the worker and clients will be improve. In XYZ company, entrepreneur is a
quite necessary for the motivation of worker. Information and knowledge management is helpful
for removing unnecessary information and feedbacks and that can improving the level of work in

the XYZ food shop (Primary and Secondary Stakeholders of Organization, 2015.). For
improving the system of information their should be a systematic approaches adopted by the
Food shop. This is basically on ascertaining the adopted method of the food shop to make a
liable broadcast of their assembled and processed information, an additional tact of KWS, that is
knowledge work system and ESS, that is executive support system are being used. These
measures will assist in a safe transmission of information along with a proper assessment of data
in a secured manner.
CONCLUSION
Summing up the whole report, it can be concluded that, various types of stakeholder is
contributing in decision making process. Information and knowledge plays an important role in
modern organization. Company require the high level of knowledge and skills so which helps in
making the better decision. Further, stakeholder are important for the organization so firm can
identify and develop the good relation with stakeholders. There are different types of
communication process under which company communicate with the employees. Through the
email, phones, management interacts and communicates with each other and circulate the
information among the employees. In addition to this, company maintains proper information is
required by the customers and clients under which helps to attain business goals.

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