Knowledge Management: Case Study Analysis

This assignment requires you to analyze a provided case study focusing on knowledge management within organizations. You will need to critically evaluate the case, identifying key challenges, opportunities, and strategies employed. The analysis should draw upon relevant academic literature and demonstrate your understanding of core knowledge management principles.

MANAGING COMMUNICATION KNOWLEDGE AND
INFORMATION

Table of Contents
INTRODUCTION......................................................................................................................1
TASK 1......................................................................................................................................1
1.1 Different decisions to be taken to start a new business....................................................1
1.2 Information and knowledge required to make decision in relation to business start-up. .2
1.3 Internal and external sources of information....................................................................3
1.4 Recommend improvements in the method used in the needed information selection and
analysis for new business.......................................................................................................3
2.1 Stakeholders who actions may influence the new business decision making process.....4
2.2 Contacting with identified stakeholders...........................................................................4
2.3 Plan to involve identified people in decision making process.........................................5
2.4 Strategy for future improvement in this procedure..........................................................5
TASK 2......................................................................................................................................6
3.1 Existing process of communication in the start up...........................................................6
3.2 Different communication process that may be appropriate to grow the business............7
3.3 Improvements to ensure greater integration of communication process to support future
growth.....................................................................................................................................7
3.4 Personal plan to improve own communication skills.......................................................9
4.1 Existing approaches to collection, formatting, storage and dissemination of knowledge
and information in business....................................................................................................9
4.2 Appropriate changes to improve the above process.......................................................10
4.3 Implement a strategy to improve access to systems of information and knowledge.....10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
The present business organisations rely more on the information control, whether
operating the infrastructure’s hardware or directing figures and facts at the right time to the
right personnel. The manager should control messages and direct information in a range of
settings by utilising a huge assortment of tools. It is because an effectively managed
communication enables employees to remain connected and keeps an organisation running
properly in the market. In this regards, the report is briefing about range of decisions that is to
be taken by the owner while setting up a business. Here, the plan is to open a shop for selling
foods of high quality and the owner is required to decide about adequate source of finance
and stakeholders that will be involved in business decisions. The paper will evaluate
knowledge and information from both internal and external sources are required by the
entrepreneur to make productive decisions and make development in the existing business
operations.
TASK 1
1.1 Different decisions to be taken to start a new business
It is not easy to start a business, as it require an owner to make several main decisions.
The initial stages of any business are often most complex, hence an entrepreneur is required
to ensure that the business will be carried on correct path. Such decision will include how to
fund the operation, how much capital will be required to survive and location of the firm’s
facility. The following are some of the decisions that should be taken by the entrepreneur at
an initial level:
Savings – Businesses in several cases, do not get enough profit initially or the entrepreneur
might not be able to save some amount for her/himself. Hence, a carefully developed budget
and business plan should indicate whether the business savings will last until the business
become productive (ABOUELNAGA, 2014).
Strategic decisions – The firm by such decision can be influenced in long-run that needs high
competency and skills. For example, potential expansion in business and in product range of
the proposed food outlet.
Tactical decisions – These decisions are taken on medium term to make successful execution
of decided strategy and get desired outcomes from it. For instance, marketing decisions of
new firm to aware the customers about its offerings and grab the more market share (Baron,
2003).
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Programmed decisions – Such type of decisions are taken on routine basis, which are made in
step by step manner as well as noted to be followed by others.
Non-programmed decisions – These decisions are taken as per the existing situations that
does not have any connection with other cases of business.
Operational decisions – These are considered as short-term decisions that are taken in relation
to execute decided management methods and strategies in the business. In the present case of
opening new business outlet, the operational decision can be related to items to be displayed,
distribution of pamphlets and sourcing of raw materials from the local grocery shops on daily
basis (Berger, 2011).
1.2 Information and knowledge required to make decision in relation to business start-up
In the present business era, the knowledge and informations plays an important role in
the business success. With an increase in business process complexity, high competency,
skills and knowledge is required by people to undertake their job effectively. The business
requires a proper and adequate knowledge and information to deal with changing and
complex market trends. Every job level in a business has some definite responsibilities and to
make decisions about their regular work they need to have sufficient information and
knowledge. To identify the current knowledge level of business is very difficult, as it differs
as per the explicit and implied knowledge of every person. Moreover, it is impossible to find
and select the type of knowledge that is most valued for the business (Castells and Cardoso,
2006).
According to CIMA (2007), the business entrepreneurs tends to apply new techniques
on time to anticipate the changers in spite of responding to changes in decision making of
business. The information and knowledge a business is having must be managed adequately
with the techniques of knowledge management in the areas of enhancing the current business
procedure, new services and products development and improvement of strategic position
(Choo, 2002). It can be attained by unique knowledge development, apply it in business
innovation, strengthening competitive position, improving flexibility, safeguarding business
continuity, enhancement of employees knowledge and the development of attractive and
flexible working environment. In addition to this, knowledge and information is very
important for the new business start up to design different departments and its
responsibilities, such as administration, human resource management, marketing and sales
(Davis, 2014).
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1.3 Internal and external sources of information
The internal and external information of the business is mainly developed from both
external and internal stakeholders. The internal information source is generally gathered from
inside the business units. There are many types of internal information like:
Administration and personal information – These information is related to employees and
their personal details including experience, career information, training required, skills,
productivity rates, etc. The new business entrepreneur should make a record of updated data
about employees for the purpose of safety (Dyer, 2007).
Financial information – It includes information in relation to profit, loss and performance of
the business. The entrepreneur should have complete information about taxes and salary to be
paid, actual costs incurred in the food preparation and losses, etc.
Manufacturing information – This information is completely about manufacturing like
material cost, product cost, details of suppliers, etc. Here, the business owner of food outlet
should have complete information of non-UK nation from where the raw-materials will be
purchased.
Marketing information – It is utilised for comprehending the success of products provided by
the business and internal information of marketing, such as expected revenue, customer
demands and needs as well as potential sales figure (Fleischmann and et.al., 2014).
Besides above, the external information can be gathered by a new entrepreneur from
several external sources like government agencies, private information providers, etc. These
information are generally taken to know about legislation impact on proposed business
sector, census figures and industry standard. Among all these, the main information that is
required to be collected by the business is about pricing, marketing, selling etc. strategies
followed by its rivals in the particular market.
1.4 Recommend improvements in the method used in the needed information selection and
analysis for new business
Due to the increasing hectic and busy schedule of human beings nowadays, the
readymade food outlets have high value among the modern society. Moreover, to expand and
grow business from local to international level, the entrepreneur is required to make several
strategic decisions. In this regards, it is advantageous for the business to strengthen its
decision support system, knowledge management system, executive information system and
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competitor intelligence system. Such system provides several knowledge and information
needed to make different decision about operations and performance management of new
business.
2.1 Stakeholders who actions may influence the new business decision making process
In the given case, the stakeholders are those persons or group, who may influence the
decisions of new start up. These are:
 Owner of the business who are interested in new business success and total sales;
 The public relation agency and media to convey the business vision and mission to the
potential clientele base;
 Employees who seeks for secured jobs and better pay scale on behalf of their contribution
in new business development;
 Local community having direct and indirect interest with the business operations;
 Customers seeking for quality food at reasonable rates (Harmainen, 2015).
The new business entrepreneur have to work with above parties in a constructive
alliance by listening their requirements to make productive decisions in business. The
encouragement and involvement of stakeholders in business decision from the initial stage of
planning and brainstorming helps in avoiding possible work related conflicts. Through the
SMART goals to produce innovative solutions and create shared vision, the stakeholder’s
identification along with their interests by collaborative learning is important for the business
(Jennex and Olfman, 2009).
2.2 Contacting with identified stakeholders
The stakeholder’s adequate engagement in new business start-up and its development is
very important. There are many ways that can be employed by the entrepreneur to involve its
stakeholders positively in the business operations and get best possible outcomes from their
cooperation, i.e.:
 To inform them through providing complete information about vision and mission of
starting the particular business;
 To take views of stakeholders in business decisions;
 To make consultation with stakeholders to get their suggestions about any best alternative
business development or expansion proposal (Lawrence and Weber, 2008).
Besides above, the business entrepreneur can make contact with identified stakeholders
by using one-way communication strategies like newsletters and brochures through emails to
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provide them information and take their active support and involvement in the business. Also,
due to the up gradation in technologies, there are many modern methods available like video
conferencing and virtual meetings by using smart gadgets that can be used by business
entrepreneur to make regular contact with its main stakeholders and gain their positive
contribution in business (Lily, 2015).
2.3 Plan to involve identified people in decision making process
It has been stated by Steurer et.al. (2005) that every stakeholder must be allowed to take
participation in the organisation decision making to reach a final agreement. It is because a
shared decision making process would support in carry out a collaborative project or tasks in
the organisation. Moreover, it supports all interested stakeholders to properly comprehend the
existing situation and make business strategies related to pricing and location accordingly.
Also, the eternal stakeholders, such as societal associations engagement in business decisions
facilitates valuable suggestions to make right decisions for business as well as add to
corporate social responsibility of entrepreneur (Mankins and Steele, 2006). An increased
influence of residents through the citizen panels and citizen charters are new kinds of
participation that has increased the community influence on the business decision making
process. By engaging the identified group of stakeholders in decision making can lessen the
societal actors veto power, as their concerns and interest are adequately integrated in
developing business strategies. Besides this, the decision making quality can be enhanced by
different stakeholder’s participation in making decision by associating every stakeholder
perception with the overall goal of undertaking the new business (Pauleen and Gorman,
2011).
2.4 Strategy for future improvement in this procedure
The main purpose of the new business is to do right things by effectively managing the
stakeholders concerns. In this regards, the below given are some decided strategies that will
be followed in the business and its potential improvements to excel the business image in the
market:
Strategies for customers – The particular segment is provided with good experience of
shopping at the honest, fair and affordable rates. Moreover, the entrepreneur has decided to
arrange Customer Question Time in regular intervals to evaluate the customer’s changing
needs. In addition to this, the go-green and organic products can be offered to customers
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along with the adaptation of an effective method to sort out their queries or complains
(Sullivan, 2015).
Strategies for employees – At present, the employees are offered with fair conditions and
terms, proper safety and health facilities along with further development opportunities. Also,
they are given with a chance to provide feedback in the annual survey. In order to improve
employee’s condition in the business, their exit interviews can be taken by the entrepreneur.
Strategies for communities – It includes business contribution in social and community
development through employment opportunities and corporate social responsibilities. This is
undertaken by the proposed food outlet through consumer panels, charity work, public
consultations and exhibitions. Besides this, the entrepreneur can expand its organic food
range and support in improving natural environment (Alavi and Leidner, 2001).
Strategies for suppliers – At present, the business is following honest, fair and long-term
relations with suppliers. Moreover, an adequate system of supply chain management can be
used with the quality assurance method.
Strategies for government – The business should be complied with legal obligations and tax
paying system of country’s administration and provide adequate job opportunities to add in
the development of economy (Black and Lynch, 2001).
TASK 2
3.1 Existing process of communication in the start up
Communication is the two-way procedure based on which ideas are shared in a way,
which can improve the employee’s contentment, stakeholder’s value and team work. The
proposed food business is currently utilising a configuration information system that can
evaluate the available internal and external information for the business. Internally, the
business develops a communication process segment where every stakeholder’s group
information is converted into data to be utilised by all sections of business, including food
processing, human resource, reception, etc. Staffs performing in all such departments gathers
and evaluate data from sources like customers, retailer and television (Boesso and Kumar,
2007). Also, a report is developed and updated on the regular basis for the business owner,
who use it again for the purpose of planning, organising, controlling and directing the
business operations.
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Besides above, the employees working in different areas of food outlet use distinct
medium of communication such as email, meetings, workshops, conferences and computer
system, etc. The manager of the shop position at the top utilises notice board, email, letter and
memo to communicate with followers (Cockburn and Highsmith, 2001). While in the whole
process, the feedback is a significant factor that determine the presence of effective
communication that can be in the form of oral and non-verbal. The positive feedback implies
effective and smooth communication process, while the negative one give rise to conflicts
and poor understanding of the message conveyed (Davenport, 2012).
Also, all employees working in the shop have close relations with one another that
facilitates the entrepreneur to reach an effective and productive decisions. The information
collected from external and internal sources are adequately transferred to the food processing
department to produce new food items as per customers’ demands. The information
management system of firm makes sure that the overall communication process is conducted
in a uniform pattern (Fredrickson, 2001).
3.2 Different communication process that may be appropriate to grow the business
There are various methods that can be used to improve the communication process at
the food outlet to make varied decisions at the right time for the purpose of growing the
business. First of all, by sending the particular message through multiple channels can ensure
that it reach to final receiver. Most effective manners are faxes, e-mail, telephone, meetings,
memos, etc. Next, the important message can be repeated for several times to enhance the
communication process (Johannisson and Huse, 2000). Also, by listening actively to a
message ensures about its maximum understanding. In this regards, the non-verbal behaviour
like eye contact and body posture aid in an effective understanding of a message. After
listening and comprehending the message it must be transmitted around the firm as intended.
Furthermore, the problems takes place in a communication process must be timely resolved.
The communication issues like misunderstanding, conflict, dealing with difficult entities and
cultural differences can arise, which must be effectively managed by an entrepreneur to
increase the business development possibilities (Lavis and et.al., 2003).
3.3 Improvements to ensure greater integration of communication process to support future
growth
There are three types of communication process, such as:
Horizontal – That means communication flows from sender to receiver like a straight line.
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Figure 1: Horizontal communication
Circular process – Through this the communication is accomplished by creating a circle,
which is given below:
Figure 2: Circular process
The above circular process is best appropriate in case of running business, where an ongoing
communication is required in between different departments to achieve the targets.
Two-way process – In this procedure, a message is sent by sender by utilising some
intermediary channels and receiver makes response in a positive or negative feedback. The
particular process is suitable in case of new business, where the feedback supports in making
necessary modifications in the business process to achieve the decided goal (Marston and
et.al., 2011).
The two-way communication process is utilised by food outlet, which allows the
business to get important stakeholders feedback directly and make improvements in its daily
operations. Both positive and negative feedback provides the development opportunities to
the business. However, the following improvements can be implemented to ensure better
integration of communication process:
8
Sender Message Medium Receiver
Sender
Message
ChannelReceiver
Feedback

 Current situation research both externally and internally;
 The purpose of sending a message should be defined;
 Target audience should be determined and each stakeholder’s group listing should be
done;
 The main idea that is needed to be transmitted should be identified in a specific and simple
manner;
 The communication strategy must be decided;
 The regular evaluation of the success of message must be done (Rising and Janoff, 2000).
3.4 Personal plan to improve own communication skills
Aim Method Time Span
To improve writing skills  Basic courses of
professional writing
 MS Word to evaluate
punctuation, spelling or
grammar mistakes
One month
To improve confidence level  Understand the subject
adequately before
speaking
 Regular practice in front
of mirror
Two months
To improve skills of
presenting ideas
 Development of abilities
to create attention of
listeners
 Accumulate correct and
valid information to be
utilised during the
presentation
One months
4.1 Existing approaches to collection, formatting, storage and dissemination of knowledge
and information in business
The below approach is used by food outlet:
Information collection – The collection of data is significant for each section of business to
make valuable decisions. A system known as Production and Operations Management is
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utilised by the business. Moreover, many internal and external sources of information is
utilised by firm, such as journals, websites, data from different departments and articles
(Varey and White, 2000).
Storage – The product related information is stores by food processing section of outlet. The
firm’s database system is protected by password to keep confidential data.
Formatting – The executive information system of firm uses internal and external data and
provides summary of report before forecasting the important information for further analysis
by management executives in strategies development.
Dissemination – The stores sales history in preceding steps in associated with PMO to
retrieve whenever required (Varey and White, 2000).
4.2 Appropriate changes to improve the above process
The SAP technology can be used by the firm to improve its existing process of
collecting, formatting, storing and dissemination of information. The following are some
ways in which the firm can make adequate changes into its current system of knowledge and
information:
 Advanced hardware process to access the information at fast rate;
 Access to sensitive data must be restricted to authorised person;
 Backup of database to avoid loss of information;
 Google drive to share and transfer files online;
 Information report formatting in an understandable manner (Yew Wong and Aspinwall,
2005).
4.3 Implement a strategy to improve access to systems of information and knowledge
To allow an easy access to vital data, the strategic implementation of above given
recommendations is significant. Technical development has forced changing the way in
which information is developed and knowledge is transferred. By using Google drive to share
files online, the data can be extracted from anywhere through internet, which should be
password protected. Furthermore, automated tools like intranet and email can be utilised for
transferring knowledge by maintaining appropriate secrecy. This process would ensure that
right information is available to right people. Moreover, the proposed food outlet train users
to improve their ability to make profitable decisions through an effective information
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management. Also, in relation to business expansion, the entrepreneur can take professional
and consultants advices (Yew Wong, 2005).
CONCLUSION
It can be concluded from the above report that a good experience level, proper
information and its interpretation is important for a start-up. Knowledge and information
plays a significant role in present businesses. Due to increasing business complexity,
employees need high level of expertise, skills and knowledge. Business decisions should be
taken by evaluating external and internal information. The main parties to be involved in
business decisions are stakeholders group, who are interested in the firm’s profit and loss.
The communication and information sharing system has been explained that will support the
food outlet in achieving best outcomes and expand the business.
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REFERENCES
Online and Books
ABOUELNAGA, K., 2014. Dealing With a Communication Meltdown at Your Startup.
[Online]. Available through: <https://www.entrepreneur.com/article/235880>.
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<http://www.instituteforpr.org/employee-organizational-communications/>. [Accessed
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Castells, M. and Cardoso, G. eds., 2006. The network society: From knowledge to policy (pp.
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<http://www.cloudwards.net/dropbox-vs-google-drive/>. [Accessed on 29 September
2015].
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Journals
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Yew Wong, K., 2005. Critical success factors for implementing knowledge management in
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