Sainsbury's Communication Strategies

This assignment analyzes the communication strategies employed by Sainsbury's, a prominent British supermarket chain. It examines both formal and informal communication channels used within the organization, discussing how technology and hierarchical structures influence their effectiveness. The report delves into various aspects of communication, including written and oral forms, active participation, and the importance of listening skills for success in achieving organizational objectives.

MANAGING COMMUNICATION,
KNOWLEDGE AND
INFORMATION

TABLE OF CONTENTS
TASK 3............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
3.1 Existing process of communication in the organization...................................................1
3.2 Ensure greater integration of communication in the organization...................................2
3.3 Personal plan to improve own communication skills.......................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

TASK 3
INTRODUCTION
Business entities provide various goods and services in the market. In order to attain
organizational objectives management should adopt effective communication system. It helps to
exchange different information and knowledge essential for planning strategies for business
entity. The present report includes Sainsbury as case study and it is eminent providing various
retail products across global market.
3.1 Existing process of communication in the organization
Communication is an essential process to exchange information, ideas and instruction in
an organization. Sainsbury being the second largest chain of supermarkets require effective
system to communicate (Ilonen and et.al., 2011). Managers adopt several ways to communicate
depending upon message and context of instructions. Sainsbury adopts following communication
process to exchange and direct information in existing business environment:
 Oral mode of communication refers to oral transmission of messages between employer
and employees. The main objective of this type is to make subordinates understand what
the manager is trying to convey in oral or written form. It is based on simple concept of
keep it short and simple. It includes face-to-face conversations, telephonic conversation,
video, radio and voice over internet. Its main advantage to Sainsbury is it bring quick
feedback just by reading facial expression of individuals.
 Written communication is next method used by management of concerned business
entity. The managers make use of techniques such as bulletins, memos, job description,
electronic mail and employee manuals for internal environment. While, to communicate
with external factors tools like fax, advertisement, brochures, news releases and official
websites are enforced.
 Formal communication is made on basis of certain rules and regulations framed by the
company. These are set of conversations made in form of formal and official style.
Managers’ use four patterns of communication that is upward, downward, vertical and
horizontal (Christopher and Peck, 2012). In upward style, the managers instruct and
provide guidelines to respective subordinates. While in downward style of
communication, employees are encouraged to provide feed backs and suggestions to their
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supervisors. Vertical and horizontal way of communication empowers employees of
similar rank and position to exchange their ideas for Sainsbury advantage.
 The informal communication is another channel of communicating in mentioned business
enterprise. These include general talks based on societal affliction of members of
organization. Generally, it takes place in form of face-to-face discussion and making use
of gestures to express the one. This help to build strong relationship between employer
and employees of the organization (Miller, 2011).
3.2 Ensure greater integration of communication in the organization
Integrated communication is a process of planning, executing and monitoring ideas and
information in effective manner. Sainsbury requires adopting various essential principles in
existing communication process to ensure better results.
Technological development in respect of communication process will benefit Sainsbury
with greater advantage. Use of internet, telephonic conversation, mails, videos and audio notes
will provide better horizons to execute policies. The concerned company should adopt updated
and secures communication system so that information and knowledge is communicated well.
Information management should be connected to digital technology that will ensure effective
data storage concept (Campbell and Ling, 2011). Apart, the company needs to focus on measures
that results greater involvement of upgraded technology in Sainsbury business environment.
Proper and systematic hierarchical system is another effective tool to communicate
information among members of organization. As the supermarket operations are vast and wide it
requires long chain of command, each group of employees monitored by particular supervisors.
Managers are liable not only to give instructions to individuals but they have duty to receive
equal contribution from employee’s side. They should take feedback on various areas of interest
from subordinates on period basis.
Here, leadership plays crucial role in defining vision, mission and objectives of Sainsbury
to workforce. Managers need to indulge themselves in performing various business activities
with coordination. It can be assumed that feeling of trust and reliability among group members
will build cooperation among them. Leadership will help to undertake teamwork efforts among
group members. The employees and employer will be able to execute strategies in better manner
with involvement of team spirit. This is possible through adopting different leadership styles
depending upon critical or conflict condition.
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During communication process, mangers should ensure that duplication of information
should be avoided up to an extent. Duplication results in conflict and confusion situation among
individuals (Riddle, 2013). It hampers effectiveness of information and slower downs the process
of decision making. If instructions and guidelines are not defined clearly then employees get
confused and become unaware of mistakes taking place in the process. So, through these
measures, Sainsbury can establish better communication techniques and can attain defined
organizational goals and objectives.
3.3 Personal plan to improve own communication skills
Effective communication skills are an important tool for individual. It helps to maintain
coordination and cooperation among various operations conducted simultaneously in market. HR
manager of Sainsbury needs to focus on adopting such measures that help in improving his
communication and present ability skills, some are as follows:
 Listening is essential component to develop effective communication skills. The
individual should hear things patiently. Then, make proper analysis of facts and figures
heard. He may confirm again to the respective person in case of confusion or
misunderstanding.
 The professional should make use of appropriate words and phrases to convey content of
message clearly. It is the basic demand foe effective communication that transparency
and clarity of thoughts is established (Liu, 2012).
 Apart, from oral and written communication the individual should also focus on non
verbal style. It highlights importance of gestures, body language and facial expression in
communication process.
 Person should be confident about what he is saying to others. To build trust in oneself, he
should possess proper knowledge of facts.
Table 1: Personal development plan
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What do I
want/need to
learn and why?
What will I do to
achieve this?
What resources or
support will I need?
What will my
success criteria
be? How have I
implemented my
learning and what
impact has this
had (at
work/outside of
work)?
Target dates for
review and
completion
Communication
skills to improve
Reading good
motivational
articles published
in newspaper or
journals.
Popular and eminent
newspaper and articles
written by eminent
writers.
Interactive
conversation with
seniors and
subordinates.
3 months
Learn listening
skills
Attend seminars
and conference to
develop habit of
listening with
patience.
Require good amount
of knowledge and
awareness about
subject matter
discussed.
Improve my
intellectual ability
to think over
certain subject
matters.
2 months
Present ability
skills
Actively
participated in
group discussions
or activities.
Attaining this will
make use of internet
and acquire
knowledge about
power point
presentation.
Reflect my
presence in a
group or
community.
3 months
CONCLUSION
The above report examines significance of communication in achieving set objectives for
the organization. It describes existing communication process adopted in Sainsbury that includes
formal, informal, oral and written style of communicating. Further, it determines concentration
of different ways such as use of advance technology and proper hierarchical process to ensure
better communication.
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REFERENCES
Books and Journals
Campbell, S. W. and Ling, R. S., 2011. Mobile Communication: Bringing Us Together and
Tearing Us Apart. Transaction Publishers.
Christopher, M. and Peck, H., 2012. Marketing logistics. Routledge.
Ilonen, L. and et.al., 2011. The role of branded retail in manufacturers' international strategy.
International Journal of Retail & Distribution Management. 39(6). pp.414–433.
Liu, B., 2012. Toward a better understanding of nonprofit communication management. Journal
of Communication Management. 16( 4). pp.388–404.
Miller, K., 2011. Organizational Communication: Approaches and Processes: Approaches and
Processes. Cengage Learning.
Online
Riddle, J., 2013. Effective Communication Skills. [Online]. Available through:
<http://workawesome.com/communication/effective-communication-skills/>. [Accessed
on 2nd April 2016].
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