Effective Communication Strategies in Different Care Settings

The provided content comprises various journal articles, book chapters, and online resources related to communication skills training in dementia care, organizational communication, decision-making processes, knowledge management, and identity-oriented networked communication. The papers explore topics such as auditing organizational communication, the role of internal communication in change management, trends in public relations and communication research, intercultural communication, and the impact of communication management on social cohesion. These resources aim to provide insights into effective communication strategies, decision-making processes, and knowledge management practices in different contexts.

MANAGING
COMMUNICATIONS,
KNOWLEDGE AND
INFORMATION

EXECUTIVE SUMMARY
Managing communication means the systematic planning, implementation, monitoring
and revision of all the channels of communication in a firm or between different organizations.
This also includes the arrangements and dissemination of information which are related with the
organization. The purpose of this report is to manage the communication process, information
and knowledge possess by the Sainsbury. Furthermore, it is important to manage the
communication so that proper flow can be maintained. Along with that, this project has been
made in order to identify the existing communication process and collection and dissemination
process. This way company can bring improvement and changes in the company. It can be
recommended to the Sainsbury to bring changes according to the latest techniques and also this
can be done by measuring the cost and benefit of each technique so that best one can be chosen.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................5
TASK 1............................................................................................................................................5
1.1 Range of decisions to be taken...............................................................................................5
1.2 Examination of the information and knowledge required to make the decisions .................6
1.3 List of internal and external sources of information.............................................................7
1.4 Recommendations for improvement and its justification......................................................8
TASK 2............................................................................................................................................8
2.1 Identify stakeholders for a decision-making process.............................................................8
2.2 Make contact with those identified and develop business relationships..............................10
2.3 Involve those identified in the decision making as appropriate...........................................11
2.4 Strategies for improving .....................................................................................................12
TASK 3..........................................................................................................................................13
3.1 Reporting on existing process of communication in an organization..................................13
3.2 Designing ways to improve appropriateness.......................................................................14
3.3 Implementing the improvements for ensuring greater integration of systems of
communication in an organization.............................................................................................15
3.4 Creating a personal plan to improve own communication skills.........................................16
TASK 4..........................................................................................................................................17
4.1 Report on the existing approaches to the collection, formatting, storage and dissemination
of information and knowledge...................................................................................................17
4.2 Carrying out appropriate changes to improve the collection, formatting, storage and
dissemination of information and knowledge............................................................................18
4.3 Implementing the strategy to improve access to systems of information and knowledge...19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
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INDEX OF TABLES
Table 1: Personal SWOT Analysis................................................................................................15
Table 2: Personal Communication and Development Plan...........................................................15
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INTRODUCTION
Information, communication and knowledge within an organization are the key elements
of success as on the basis of effective information and communication business can make viable
decisions (Dalkir, 2013). This unit is going to explain how communications, knowledge and
information can be improved within an organisation by making better use of information
technology. The report herewith discusses about information needs and role of stakeholder for a
leading British retailer named as Sainsbury PLC. In this report, the interaction between
Sainsbury’s communications, knowledge and information is covered along with explaining how
business can make use of management tool for collecting, storing, disseminating and providing
access to knowledge and information. It discusses about range of decisions taken by Sainsbury
and the role information and knowledge in an effective decision making. Further, different
stakeholders of business have been identified to whom the organization business can involve in
the decision making. In addition, the existing processes of communication in Sainsbury
isprocesses of communication in Sainsbury are explained along with finding out the ways to
ensure greater integration of systems of communication. At last, different strategies are
suggested to carry out appropriate changes to improve the collection, formatting, storage and
dissemination of information and knowledge.
TASK 1
1.1 Range of decisions to be taken
As per the structured study, there are number of decisions which need to be that need to
considered effectively at the time of during setting business. The As same the management of
Saisnbury'sSainsbury’s is required to need to take various decisions that helpshelp in running
retail business effectively. It is essential for the business firm to effectively have effective design
designing of vision and mission statement. It means the long term goals must be clearly defined
so that members can understand the nature of business in an appropriate manner (Bhatia, 2010).
It also facilitates in determining determination of strategies that leads business to impressive
level of success. Detailing of products and services must be determined in the desired form. In
mission, business has to determine the strategies and procedure to meet the vision. Decisions to
manage workforce is also critical aspect that provides an assistanceassistance in sustainable
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development of business. New trade chain has to identify the requirements of different types of
of the number and types of staff (Hargie and Tourish, 2009). The recruitment and selection
process also need to be designed in an appropriate manner as per the nature and need of business.
In other aspect, the management need to consider strategic and operational decisions for
sustainable development of the business. With an improved focus on strategic decisions, the
management ensure that the business is having great opportunities in the market. On the other
side, by focusing on with an improved focus on operational decisions the business entity
tryentity tries to make sure that the work standards are properly maintained so that goals and
objectives can be accomplished effectively in appropriate manner (Miller, 2011). It means that
the designing of strategies and their practical implementation decisions are appropriate for the
organization. Financial decisions are most important section to start up new business. In this, top
manager acquires information regarding cost and expenses of various sources funds in terms of
bank loans, equity share and others.
1.2 Examination of the information and knowledge required to make the decisions
In addition to this, it has been noticed that decision making process demands ana high
ratio of information so that issues can be resolved in an appropriate manner. For example, if
members doesmember do not have proper information in regard to subject then decisions can
notcannot be taken in the desired form. It is significant to understand the nature of business so
that activities can be designed effectively (Liu, 2012). Any kind of avoidance in regard to
information may affect the overall development in a negative manner. Number of policies need
to be designed to have effective operations within the organisation. It means that the the business
entity needs to have detailed data in regard to legal aspects. Information about work standards is
also beneficial because it helps in designing of frameworks that helps in meeting organisational
goals and objectives (Raupp and Ruler, 2012, 2012). Detailed analysis of competition is also
significant because in current market conditions the businesses mostly facesbusinesses mostly
face issue of competition. If products and services of competitor isare not properly evaluated
then it might face critical issue. Retail business is very competitive because so many market
leaders have created a very strong position in the industry. Founder has to study about strategies
and weakness of the opponents (Verhoeven, 2008). It indicates that the means the working of
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competitor must be evaluated in an appropriate manner to have sustainable development and
accomplishment of goals and objectives.
Customer areCustomers are key factor that plays key role in success of the organisation.
If management of Sainsbury's is not having appropriate information about the in regard to
customer needs then it might be possible that business may face failure issue. The management is
required to need to identify user requirement customer needs so that products and services can be
designed effectivelyin appropriate manner. Pricing of product and services must be formulated
designed as per the evaluation of information gathered (Bhatia, 2010). Economic conditions also
need to be analysed in a significant way to meet goals and objectives. Proper calculation of
consumer interest and demand is very necessary for starting up of new retail business. Any kind
of avoidance in regard to the customer perception may cut down the satisfaction level and impact
business in a negative manner.
1.3 List1.3 List of internal and external sources of information
In order to have effective collection of information, there are number of sources that
management of Sainsbury's need to consider. Sources can be classified into internal and external
aspects. Market reports reports are is most commonly used source that provides provide effective
learning about diverse subjects. For effective understanding of the market conditions, the market
report is most beneficial way. It plays key role in information collection by acting as a bridge
that helps the businesses in meeting goals and objectives (Hargie and Tourish, 2009). Working of
competitors can also be evaluated in an appropriate manner by accessing marketing reports.
Demand and supply of products and services can also be determined by using information which
is gathered in the market reports. With an assistance of this, the number of strategic decisions can
be formed by the management in order to meet goals and objectives (Miller, 2011).
Advertisement is also beneficial for effectively understanding the to have effective
understanding of competitor’s working. With an improved analysis of advertisement, the
organization company can gather information about products and services that are introduced by
competitors in the market.
Moreover, management of Sainsbury can also invest in market research in order to
understand the current trends of market. With an assistance of this, the business firm can easily
identify key needs of customers so that goals and objectives can be accomplished in an
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appropriate manner. Group discussion with discussions with employees are also employee's is
also beneficial to gather information. By focusing With an improved focus on interaction with
workforce, the number of issues can be identified efficientlyin appropriate manner. It facilitates
in effective designing of strategies so that goals and objectives can be accomplished in an
effective manner (Liu, 2012). Newspaper updates about day to day news related new government
policies for trade development. It provides information about key essential factors that may
affect the operational activities of the business. Feedback process is also beneficial to gather
information and meet the standards of the internal aspects. There are number of issues that can
be resolved through accessing information provided under feedback system.
1.4 Recommendations for improvement and its justification
In order to have sustainable development, it is necessary for management of Sainsbury's
to have continuous improvement in the services. In order to meet the goals and objectives of the
business, firm the management is required to emphasize on need to focus on number of
employee number of improvement so that goals and objectives can be accomplished effectively.
Company can invest more on market research to gather information in regard to the market. It is
beneficial to effectively design the to have effective designing of activities which that can boost
opportunities for the organisation (Raupp and Ruler, 2012). In this respect, the improvement in
communication process is also beneficial because it allows to have regular interaction with
employee'semployees so that goals and objectives can be accomplished in the desired form. It
also allows to to have effective effectively identification of key needs so that issues can be
resolved properly in appropriate manner (Verhoeven, 2008). Business entity needs to gather
information about the market situation as well as position of big retail organization through
books and online journals. Regular interaction with customers by through using different
methods of communication, the management of Sainsbury's can effectively understand the key
roles.
Number of previous records can also be evaluated in order to have improvement in
information gathering. It is most suitable for the business entity because it provides effective
analysis of key success factors so that goals and objectives can be accomplished in an
appropriate manner (Bhatia, 2010). Retail organization should use survey and research
conducted by top management education institutes on consumer behaviorbehaviour and
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marketing tactics used by top retail firms. It will lead business to impressive level of success.
There are various data recording systems that can be used to collect the to have collection of
information (Miller, 2011). It provides learning about market needs and helps in sustainable
development of the organization.
TASK 2
2.1 Identify stakeholders for a decision-making process
The definition of stakeholders denotes then as a group of people who influence strategies
designed by the company and they are further or are significantly influenced by the strategies of
of organizationcompany. The strategies designed by Sainsbury roll s around its stakeholders as
it involves different stakeholders in decision making process. Two major kinds of stakeholders of
business are internal and external. Internal stakeholders includes employees, shareholders,
business partners whereas, external stakeholders includes customers, competitors, government,
community etc (Ting-Toomey, and Chung, 2012). The following points represents a list of
Sainsbury’s who influence decision-making process:
Internal stakeholders
Shareholders: The shareholders are the key persons of Sainsbury who invest their
money in the company for supporting its smooth running of the business. These are also noted as
the board of directors to whom management discusses about new tactics or strategies. The
strategies designed affects the profitability and returns of company which impact on the affects
the payment of dividend paid to the stakeholders (Holsapple, 2013). Sainsbury is responsible to
make shareholders happy and to keep them informed about their planned and tactical moves.
Employees: The employees are the key person who impacts the effects decision of
organization company in relation to workplace management and the success of the company.
The business entity is planning a strategies while considering employees and their retention as
they make direct contacts with customers. The employees of Sainsbury are informed with each
and every move of company and show their responsibility towards safety and rights of
employees (Taylor and Deutschlander, 2009). They are given chance to take tactical decisions as
per the needs and wants of business. The decisions of company are to be discussed with
employees and managerial person to get their support.
External stakeholders
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Customers: The customers of business are the important stakeholders of company who
are involved in decision like pricing. The pricing decisions along with product development
decision of Sainsbury are based customers’ needs and wants. The product development
decisions are taken while considering the feedback of customers (Motleyand Ramaswami, 2007).
The customers are involved in the decision making as sales and profitability depends on
consumer choices and buying behaviour.
Competitors: The strategic move of competitors is to be studied at the time of decision
making on the future courses of actions (Barlow, Siddiqui and Mannion, 2004). The financial
performance of competitors and its market image is to be considered at the time of formulating
designing corporate strategies which lead to sustain competitive edge.
Government: The policies designed by the UK government affect the decision making
of the company (Tripathi, 2009.). Sainsbury always keeps a close watch on new policies and
procedures in relation to retail business as designs strategies in accordance with it.
Monitor
Raw material Suppliers
Employees
Keep informed
Employees
Government
Customers
Keep satisfied
Customers
Employees
Manage Closely
Competitors
Government
2.2 Make contact with those identified and develop business relationships
Effective communication with stakeholders is a key to success of business as it facilities
effective decision making (Borghoff and Pareschi, 2013). The major aim of Sainsbury’s
Salisbury is to communicate with stakeholders about each and every strategy which can help
business to assess information to decide on a better strategy. In present scenario, various methods
are available that are to be used for making effective relationship with different stakeholders
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(Proctor and Doukakis, 2003.). Here, are some following methods used for effectively
communicating with the stakeholders of Sainsbury’s.
E-mails and social networking sites: These are some effective methods used for
communicating with the customers. The customers of Sainsbury’s are provided with information
in regard to new products and other moves move s of the company via e-mails and social
networking sites. E-mails can be used for existing customer and on the other hand, social
networking sites are used for new and potential customers (Motley and Ramaswami, 2007).
Social sites work as a portal from where company and customers can communicate via websites
and customers can provide feedbacks.
Management Information System (MIS) and telephones and formal meetings: Such
methods are used to keep internal stakeholders informed with business strategies and strategic
moves of companies. MIS (Management Information Systems) communicates is communicate
with employees,employees; even company can use intranet facilities so that staff can
communicate with to each other (Powers and Knuff, 2012). The business entity can make use of
telephones and formal meetings. Using such methods, the information can be delivered on time
to various decision makers.
Annual reports: To communicate the performance of the with a year’s performance of
company, it is important tool to communicate with external as well as internal parties. Annual
report includes the data information and portrays financial information and on the basis of which
in which basis various stakeholders can decide on future strategies (Bain and Paseur, 2014).
Informal Meetings and E-mails: Sainsbury’s uses informal meeting method to
communicate with the suppliers. In addition, e-mails and telephonic communication can also be
used so as to inform suppliers and to make good relations with them (Bouyssou, 2013). The
effective information with suppliers is going to help in availing better deals for the raw material.
2.3 Involve those identified in the decision making as appropriate
The stakeholders of Sainsbury’s have vital role in decision making process as all the
decision are taken while considering stakeholder’s interest. Being a UK famous retailer,
Sainsbury’s involves various stakeholders in business and designs strategies in a line with their
needs and wants and by significantly considering their interest in decision making process. The
company is specifically focused towards maintaining effective relations with stakeholder so as to
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run business smoothly. Nonetheless, business entity conducts a stakeholder analysis so as to
assess the role of individuals within the company (Dalkir, 2013, 2013). Sainsbury’s focuses on
offering products in accordance with the needs and wants of customers or target market marker
people. The needs and wants of customers are to be identified while conducting marketing
research and feedback given by the customers is to be considered while developing products and
services. The marketing department of Sainsbury’s considers feedback and improves products in
accordance with the given products and services. Website of Sainsbury’s is designed to attract
customers and it includes information which is needed by the customers. The consumers are
asked for their preference before product development which is the best example how
Sainsbury’s Salisbury involves customers in the decision making process. The marketing channel
preferred by customers arechannel preferred by customers is to be used as per customer’s
preference. In addition to that, the company considers employees as the main sources of
information therefore, it tries to get employees reviews about customers and other business
decisions so that effective decisions can be taken (Powers and Knuff, 2012). The information
extracted from users is customers is to be used for deciding strategic and tactical moves. This is
the way in which employees and customers of Sainsbury’s are involved at the time of crafting
business strategies. The government policies has an significant impact on business as the
company designs strategies in relation to new policies carried out by regulatory bodies in British
retail sector. It has been evident that, Sainsbury’s gets various benefits by involving stakeholders
in the decision making process i.e. customer satisfaction, shareholder support, better relation
with suppliers and business partners, government support etc. Along with this, employee
commitment can be increased through involving them in business decision making (Motley and
Ramaswami, 2007).
2.4 Strategies for improving
The major aim of corporate entity is to make good relations with customers and other
stakeholders,stakeholders; nonetheless, it has to use different tactics for improving decision
making process. This can be done through improving stakeholder’s involvement in the process of
effective decisions. Here, are some points which are included in include the strategies used for
improving decision making process.
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Effective communication: Sainsbury’s should adopt effective methods of involving
customers in decision making process for which it can adopt both the methods of communication
such as formal and informal. For various tasks, business has to communicate with staff on of
daily basis at Sainsbury’s stores,stores; therefore, it is required to is needed to choose a method
of communication. The store managers are to be communicated with employees therefore, a
formal communication is . required in the organization. Informal communication method is to be
used among employees or store staff. For formal communication, business can have meetings
and can make use of e-mails (Barlow, Siddiqui and Mannion, 2004).
Direct communication: Another method of improving stakeholder’s involvement is to
provide them a chance to make direct communication with the company. They must be provided
with a chance to give their feedbacks so as the organization to company can make changes in
products amndfand services. This will lead to improve stakeholder’s relationship with
management. In Sainsbury’s, indirect methods of communications, may lead to loss of
information and misinterpreted. The company is recommended to make use of direct methods of
communication so that stakeholder’s involvement can be improved (Powers, and Knuff, 2012,
2012).
Use of media and technology: The decision making process of company can be cane be
improved by effectively using media and technology so that each and every stakeholders can be
provided with a chance to involve in the decision making. Social media has become the best
sources of communication through which Sainsbury’s can make effective communication with
customers can have their preferences and feedback. Feedbacks and suggestions of stakeholders
can be gained from effective media and technology use. The use of Management Information
System (MIS) and Customer Relationship Management (CRM) will be the best platforms of
improving business decision making (Holsapple, 2013).
At last, it can be suggested that Sainsbury’s has to build trust and confidentiality
throughout the information system through which it can maintain good business relationships
with stakeholders.
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TASK 3
3.1 Reporting on existing process of communication in an organization
Sainsbury’s communicate several types informationof information with their employees
so that they can communicate with them regarding every aspect in an appropriate manner.
Furthermore, they carry out the communication process in an organization by using several ways
manner (Eggenberger, Heimerl and Bennett, 2013). The existing approach of communication
process in Sainsbury is done by using several methods. Some of them are described below:
 Meetings and Conferences: The supervisor, manager and departmental head convey the
information and data to the employees or supervisor of the company in a meeting and
conferences. This way, they can communicate the work related points to the employees
(Greenbank, 2011). Moreover, they also take ideas and suggestions from the employees
using this method. Along with that, they ask them about the issues they are facing in the
company. Through this, clear communication can be carried out done between the
management and employees of the Sainsbury’s. In addition to this, the employer and
employees communicate with each other in a formal manner so that work related issues
can be can only be raised in this meeting. Workshops and Training events: This is the another mode through which company
communicatemode through which company communicates the necessary information to
their employees. In this, management communicate the vision and mission of the
organization so that employees have complete knowledge about that and also they can
carry out their working keeping in mind the vision and mission of the firm
(Münstermann, Eckhardt and Weitzel, 2010). Furthermore, the management informs
about the latest change in this session and develop the skills and competencies as per the
required change. This can be done in the workshop and training session only. Email: This is the most suitable method which is used in the Sainsbury’s for
communicating with the employees and also with the management. By using this,
management cconvey oveys the information to the employees about every aspect
(Tofanelli, 2012). For allocating task, for bringing change, for taking suggestions, for
identifying the issues, etc. On the other hand, employees ask for the leaves, gain
information about the latest change, ask detail about carrying out the work, etc.
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3.2 Designing ways to improve appropriateness
All these methods used for the purpose of communicating with the employees are
effective but still there are some flaws due to which employees of Sainsbury’s face issues in
having smooth flow of communication with the management (Dawson, Madera and Neal, 2011).
For this aspect, organization is required to make necessary arrangements in order to make the
appropriate improvement. For this aspect, organization should adopt several approaches so that
appropriateness can be brought in the communication process. Some of the approaches have
been mentioned below:
 Proper Management of Communication Process: Organization is required to grow
requires to grow an effective communication handling system by taking the help of
computer hardware and software. Further, this system eliminates delays in the
transmission of messages in a big firm that is Sainsbury (Bell and Smith, 2010). This
way, the sender and receiver of data can enhance their conversation and can fulfil the
various projects within the determined time period. This in turn will enhance efficiency
and productivity of the company.
 Repetition of the important messages: It happens many timemany times as the
important message get missed out by the employees. For this aspect, it must be ensured
by the firm to repeat the important messages in the company through several medium. It
is because, this type of messages are consists of information related to work in a firm. By
repeating the important information for several times, the organization can increase
awareness about the new information among other staff members (Communications
Management, 2015). Therefore, it is considered to be very effective tool for enhancing
the effectiveness of communication process in the company.
 By using multiple channels: This system determines that an organization is required to
require to utilize the multiple channel and technique for appropriate management of
communication in the company. For this aspect, organization can use traditional as well
as digital communication tactics. For instance; Emails, mobile messages, social network,
business letters and notices can be used in order to bring improvement in the
communication process (Managing communications, 2015). Further, by using the
combination of several communication approaches, a business organization can ensure
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about reliability and authenticity of data. At last, it also increases speed of
communication process among different members.
3.3 Implementing the improvements for ensuring greater integration of systems of
communication in an organization
Some of the improvements have been described in the former question. These
improvements must be brought in the organization in order to make the communication process
smooth and efficient. Therefore, the Sainsbury’s must implement these improvements in the
company so that every employee must be loaded with the appropriate information and the
employer haveemployer has complete knowledge about the efficiency of the employees. This
way working can bedbe carried out in an effective manner and this at the end will help the
enterprise to accomplish their aims and objectives that is profit and sales maximization
(Greenbank, 2011). The implementation of these changes can be done by installing latest
techniques in the company that is mailing system. Along with that, informal session should be
carried out so that employees can communicate every issuesissue in an effective manner.
Furthermore, the organization can install internal communication system where employees can
drop their mail regarding every query and they will get instant answer they will get from the
concerned person.
For communicating with the customers, customer care department must be installed so
that customer can ask their queries and this way they can get proper get best answer from the
organization. Further, the firm can introduce new mobile application for customer care so that
customers can directly post their queries and can give their feedback.
3.4 Creating a personal plan to improve own communication skills
Prior preparing the development plan, own current skill have been assessed. For this
aspect, personal SWOT analysis haveanalysis has been carried out below:
Table 1: Personal SWOT Analysis
Strengths Weaknesses
 I have good verbal communication
skills that isgood verbal communication
skills that are vocabulary.
 I have poor reading skill.
 Writing skill is also poor among me.
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 I possess excellent presentation skills.
Opportunities Threats
 I have opportunity of attending
seminars for bringing improvement in
these skills.
 Reading articles of great authors and
writing them again in their style for
improvement.
 There is a lack of time.
 There are many competitors who are
more skilled than me Many competitors
of mine who have more skills that me.
Table 2: Personal Communication and Development Plan
Objectives Actions
To improve my reading skills.  Attending training session.
 Reading novels and English newspaper.
To improve my writing skills.  Writing article.
 Attending writing classes.
 Learning Aping writing skills of the
favourite author.
TASK 4
4.1 Report on the existing approaches to the collection, formatting, storage and dissemination of
information and knowledge
The present approach used in Sainsbury’s for collecting, formatting, storing and
disseminating of the information is quite traditional. It is because, the company collect the
information about new policies and other changes by using observation method, survey method
using questionnaire. Those questionnaire get filled by the employees manually, observation is
done using a traditional method (Holsapple, 2013). Furthermore, the collected data are formatted
in a computer system using old method i.e. that is they are done manually. Furthermore, the
formatted data is stored in a computer system. This involved high risk because the computer
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system may get crashed anytime and this way company can lose the losses the stored data and
information about the employees, about the stock, about the customers, etc. If this data get lost
due to technical issue then organization cannot retrieve them back and this causes heavy loss to
them because they could not identify their customers, they could give them good offers, it will
they have to consume lot of time to get the data of their employees. These are some of the
difficulties which the company has to face if they store their formatted data in the onto computer
system.
On the other hand, after storing the data, dissemination is done by Sainsbury
wheneverSainsbury’s whenever it is required. However, it involves the risk of revealing the
privacy because the data is not locked and anyone can access the stored data and can disseminate
it. Furthermore, dissemination is done by senior manager, middle manager and lower level
manager. This involves heavy risk because the company is not having any policy regarding the
dissemination of data (Tofanelli, 2012). Therefore, it can be inferred that, the existing process of
collecting, formatting, storing and disseminating the data and information is not appropriate as it
has many flaws and involves heavy risk of disclosure of the confidential data. Thus, it is not
healthy for the organization as this way the competitors can misuse the data of this organization
which put the organization in difficulty.
4.2 Carrying out appropriate changes to improve the collection, formatting, storage and
dissemination of information and knowledge
In aan earlier question it has been analyzed that the existing approach of the company for
collecting, formatting, disseminating and storing the information and knowledge has become
obsolete. This approach does not match with today’s the toady's era and technological changes
prevailing in the external environment. Furthermore, to collect the information, the firm can take
the survey using Google forms and other digital questionnaire forms so that they can be sendsent
directly to the customers, employees and to the suppliers (Bell and Smith, 2010). This way data
can be gathered in an efficient manner because less time and cost will be consumed for gathering
data. This way the organization can collect the appropriate data. Along with that, information
and knowledge can be collected by the company through observation system. The observation
can be done by using the CCTV cameras which can be put around the store in order to identify
the number of footfalls, the stock of the company, etc. this is This how the data can be collected.
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On the other hand, the collected data should be formatted using the new techniques that
istechniques that are SPSS, electronic spreadsheet, etc. This will help in saving the time of the
company because the organization will not be required to carry out the formatting of data
manually. All the formatting would be done automatically by the computers or by thesethis
software. Along with that, formatted data that is information should be stored on a cloud
(Holsapple, 2013). If the data will be stored on a cloud then the organization cannot looselose
their important and confidential data. Furthermore, this will help the company to maintain the
data of their stock, information about their customers and also the information related to the
employees. Moreover, this will make the storage easier. However it will require lot of data of
internet but that could be more convenient for the company to spent them but the lose of data is
the biggest loss for the organization. In addition to this, the stored data can be disseminated only
when it is required so that misuse of data cannot happen. Along with that, privacy and
confidentiality of the information and knowledge can be maintained. Sainsbury’s can install the
software such as finger touch lock and unlock system and access could be granted to only limited
people (Bhatia, 2010). This will help the company to save on the data and the strategies can be
made accordingly. Therefore, these are some of the changes which the organization can brought
so as to collect, format, store and disseminate the information and knowledge of Sainsbury.
4.3 Implementing the strategy to improve access to systems of information and knowledge
As itIt has been assessed that the company needs to comply with the technological
changes in terms of collection to dissemination of data. Furthermore, the company has to secure
the collected data and information so that it does not get disclosed in front of other competitors.
For this aspect, organization is required to improve the access to systems of information and
knowledge so that data can be made highly secured. Furthermore, the organization can install the
high-tech system which have finger touch lock or unlock of the files or they can also install that
software which get unlocked through eye retina scan (Miller, 2011). This will help the
organization to achieve the high security ands also it will save from the leakage of data to other
employees who doesemployees who do not require it. For this aspect, company must implement
several strategies to improve the access of information. Firstly, the organization must analyze
and scan the inner and outer environment so that information can be gained regarding the new
and latest technology. Furthermore, the cost of the improved access must be analyzed because if
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the cost is more and return is less then the company must not install such software. After that,
alternatives must be searched and then the company can evaluate each alternativesalternative in
terms of cost and benefits. This will help in choosing the best alternative. Furthermore, the
organization can finalize the new technology and or access and the improvement in the access
can be done by implementing them in the organization (Dalkir, 2013). Therefore, at the this at
the end it will create better access towards information and knowledge system. However, these,
technologythese technologies will incur heavy cost to the company but advantages of these
technologies are more than limitations.
CONCLUSION
From the above report, it can be concluded that it is important for the Sainsbury’s to
manage their communication, knowledge and information. This will help the company to make
strategies which will help in competing with the rival firms and also the success is depend upon
the level of communication and knowledge possessed by the organization and their employees.
Furthermore, the existing communication process is not good in Sainsbury’s so it has been
replaced with new change. Moreover, collection of information is also improvised using latest
techniques.
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