Effective Communication Management Strategies for Asda Supermarket

This report provides a comprehensive analysis of communication management within Asda supermarket. It begins by identifying key stakeholders such as customers, employees, and shareholders, and outlines their specific information needs. The report then explores various communication systems employed by Asda, including meetings, presentations, and electronic methods, while also addressing potential barriers like clarity issues and poor connections. Furthermore, it examines the influence of cultural factors on communication within the organization, emphasizing the importance of language and customs. The report delves into the benefits and hindrances of integrating technology into communication processes, and highlights relevant policies and codes of conduct that impact communication effectiveness. The author reflects on their own communication skills, applying interpersonal communication theories like Attribution Theory to understand employee behavior. Finally, the report suggests methods for gathering feedback and proposes strategies for improving communication within Asda, providing a practical communication plan. This report offers a detailed overview of communication challenges and solutions in a real-world business setting.

Managing
Communication
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1.................................................................................................................................................3
1.2.................................................................................................................................................4
1.3.................................................................................................................................................5
TASK 2............................................................................................................................................6
2.1.................................................................................................................................................6
2.2.................................................................................................................................................6
2.3.................................................................................................................................................7
TASK 3............................................................................................................................................7
3.1.................................................................................................................................................7
3.2.................................................................................................................................................8
3.3.................................................................................................................................................8
3.4.................................................................................................................................................9
TASK 4..........................................................................................................................................10
4.1...............................................................................................................................................10
4.2...............................................................................................................................................10
4.3...............................................................................................................................................11
4.4...............................................................................................................................................11
CONCLUSION..............................................................................................................................12
2

INTRODUCTION
In the present time, fate of any business organisation is usually decided by the abilities
related to the decision making process. In every business, time is an important factor because
decisions are required to be made on the right moment (Rizvi, 2010). In regard to this, it is
constitutional to have accessibility of accurate information, knowledge so that manager can
ensure proper communication procedure within the establishment. With the help of effective
communication process, information can be conveyed and delivered in an effective manner.
Open communication and accurate information helps the organisation to attain its targets and
objectives.
For conducting the present research, the selected organization is Asda which is one of
the discounted supermarket chains in UK that deals in serving variety of merchandise within the
market. The present report will also help in understanding the concept of managing
communication within the organization. Along with this, it also measures the factors that impact
on the workplace communication. Lastly, the report will also carry out a communication audit
and according to that the manager will create a plan for improving the workplace
communication.
TASK 1
1.1
Stakeholders are the group of people who have interest in the activities of business and
organization. Stakeholders are the one that may get affected or may affect the overall operational
activities of the organization (Shockley-Zalabak, 2011). The range of stakeholders includes
customers, shareholders, employees etc. Therefore, it is essential for the organisation to measure
key information and knowledge required by the range of stakeholders within the organization.
The key stakeholders within Asda requires different information and knowledge requirements
that are-
1. Customers- The key stakeholder of Asda is their customers to whom they are delivering
assorted range of products and services. Thus, it has been analyzed that manager of the
company must focus on providing required information and knowledge related with
products which they are offering and the worth of products.
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2. Employees- Another key stakeholder of Asda is their employees who renders services
within the supermarket and also persuade customers to purchase their products and
services (Leidner and Kayworth, 2006). The key information and knowledge which need
to be required by employees is regarding administration information it provide
information related with personal details of staff as well as training required by them for
improving their skills and knowledge etc.
3. Stakeholders- Another key stakeholder within the supermarket is stakeholders who have
invested certain amount within the organization through purchasing their share.
Therefore, it has been evaluated that key information and knowledge that is required by
stakeholder is related with the performance of company (Kent and Hoberman, 2012).
The organization performance mainly includes data or information related with sales of
their products, net profit earned by the supermarket etc.
1.2
There are certain systems which are used by management of Asda supermarket for
communicating the key information and knowledge to range of stakeholders. The
communication systems mainly include-1. Conducting meetings- In order to communicate with the employees and manager of
Asda, supermarket management must emphasize on conducting meetings and briefings
which would support them in communicating essential information and data (Benyon-
Davies, 2009). Meetings conducted by the cited firm must also focus on collecting
different new ideas and thoughts from the staff members. In addition to this, cited
organization also arrange group meeting to gain awareness among the employees
regarding several prospect.2. Presentations- Another communication system that is being used by the manager for
communicating the necessary information and knowledge to their stakeholder is via
conducting presentation (Turban and et.al., 2008). With the help of presentation,
management must provide relevant information to their investors regarding the current
financial data as well as income earned by the organization.3. Literatures- Government is also considered as the key stakeholder of discounted
supermarket as it develops rules and regulations which have to be followed by
4

supermarket (Wenger, 2014). Therefore, to communicate the information related with
performance of company in the retail industry, management must emphasize on creating
manuals or booklets for the government.
4. E-mails and phone- Businesses also use this communication method as it takes less time.
As, with the help of this system it is possible for manager to promptly communicate with
the staff rendering service within the business. With the help of using webcasts,
telecommunication methods, visual communication, podcast and many other electronic
techniques, it is achievable for Asda manager to set up effective and proper
communication procedure with their stakeholders (Watson, Boudreau and Chen, 2010).
Therefore, using this method also support the staff as well as significant for the
stakeholders that results in increasing the overall performance of the company.
1.3
Effective workplace communication plays a significant role as it allows the firm to be
productive as with proper communication staff can render proper services within the supermarket
(Turban and et.al., 2008). In order to have effective communication within the workplace there
are different forms of communication which are basically verbal communication, written
communication or communicating by using technological resources etc. it has been analyzed that
with using different form of communication within Asda supermarket; management has
evaluated potential barriers that are as follows:1. Improper clarity and tone- The potential barriers that often arises in verbal
communication is improper tone and clarity among the speaker. It is required by the
speaker or manager to have soft tone and clarity in their words so that they can easily
communicate necessary information to their staff (Gambit and Quigley, 2012). Thus, the
potential barrier which arises within the verbal communication is related with improper
tone of the manager.
2. Poor connections- Manager of Asda also use technological equipment to ensure
communication among the staff and workers. While using technological tool such as
telephone or email for communication it results in arising barrier related with poor
connections that will hamper effective communication within the workplace. In the
present context, to communicate inter department, supermarket has implemented Intranet
5

facilities for the department (Wright, 2012). Therefore, poor connection among internet
services will impact the transfer of information within the different department.
TASK 2
2.1
With the changing environment, organization focuses on integrating different cultural
employees within the workplace as it assists the cross cultural communication among different
employees and customers. It has been evaluated that communication within Asda is influenced
by values and cultural factors (Coombs and Holladay, 2011). The values and cultural factor
mainly include language as well as individual customs. In the context of UK, English is the main
language which is understood by each and every individual. Therefore, staff rendering services
in Asda must focus on using English language to communicate with their customers so that they
can easily meet their requirement in terms of products.
2.2
With the increasing technological factor, Asda supermarket is initiating technology to be
implemented within the organization as it will support in making communication more effective.
Through using advanced technological factor within the supermarket, it will benefit as well as
hinder the communication processes which are as follows-
Benefits-
1. The use of technology in supermarket will benefit them in speeding up their
communication process as information and knowledge is quickly transferred to the senior
authority (Dozier, Grunig and Grunig, 2013). Thus, it results in enhancing the decision
making process.2. Another advantage of using technology in the communication process is through creating
presentation for conveying the information to employees. Therefore, developing
presentation provide visual representation to the information that is significant for the
organization.
Hinder-
1. The use of technology sometimes also hinder the communication process within Asda as
personnel may overuse the communication systems within the company through mailing
personal or confidential information to other individual.
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2.3
Communication processes differ from organization to organization therefore, to ensure
clear and right communication among the employees government has framed different policies
as well as procedures that need to be implemented by the organization. Therefore, there are
different policies as well as code of conduct that can impact on the communication processes.
The code of practices related with communication process are framed the management that
ensure proper execution of communication process without any issues (SUDHAKAR, 2012).
The certain codes of practices related with process include that management should transfer the
adequate information and knowledge to staff in the clear tone or voice so that it should be
understood by them. Along with this, codes of practices also ensure that employees are not
required to disclosed any personal or confidential information to other staff rendering services in
the supermarket without permission of manager. Thus, all the codes of practices will positively
impact the communication process within the supermarket.
On the other hand, UK government has also framed Communication Act 2003 that
focuses on making provisions related with use of electronic communication. Along with this, act
has also make provision related with using of others WIFI broadband connections and tag as the
illegal activity. Therefore, implementing this legislation within the supermarket positively impact
in making communication process more effective.
TASK 3
3.1
Working as senior manager within Asda supermarket it has been evaluated that I posses
effective communication skill that support me in transferring adequate knowledge and
information to other staff within the organization. I have also evaluated that my own skills has
allowed me to use different ICT tools and methods that further support me in transferring
information to other department or staff in the fast manner. Moreover, I have also identified that
my verbal and written communication supports the communication process as it ensure
avoidance of potential barriers.
Along with this, I have also measured that my effective communication skills has
contributed me in conducting proper meeting and conferences as I have high confidence level
that assists me in communicating the information to individual who have attended the meeting.
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Thus, it is said that effectiveness of own communication skills results in contributing to the
meeting and attain the agenda for conducting the meeting. It has also evaluated that effectiveness
of own communication skills also results in using appropriate body language that will support in
proper communication.
3.2
There are different theories of interpersonal communication that can be applied to oneself
in order to understand the behaviour of other individual. The foremost theory of interpersonal
communication is Attribution theory. This theory is formulated by Heider but later on it was
developed by many other authors. The theory mainly focuses on the assumption that how
individual try to understand the behaviour of others through their feelings or beliefs. With the
help of this theory manager of Asda focuses on understanding the key causes of staff behaviours
and events in the supermarket. Along with this, most of the attribution or individual behaviour
are driven by their affectionate and motivational motion. Author has classified attribution theory
into two types that is-
 Internal attribution- In internal attribution staff within the supermarket are self motivated
by their own as well they also show themselves as positive.
 External attribution- On the other hand, in external attribution staff need to understand
their surrounding through events.
Therefore, it is stated that with the help of applying Attribution theory of interpersonal
communication manager can easily understand the behaviour and attribute or behaviour of their
staff and employees.
3.3
In order to gain feedback or response from other staff regarding own interpersonal
communication skills there are different ways that can be used the senior manager of Asda. As a
manager I can focus on different methods for collecting feedback from others that is-
 Written or oral: The foremost method that is used by senior manager to request
feedback from others is through taking written or oral feedback from the staff working in
the supermarket. Under oral form staff verbally communicate the senior manager
regarding the effectiveness of their own interpersonal communication. On the other hand,
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under written form staff write out their perception regarding the manager interpersonal
communication skills.
 Formal and informal: Another way through which manager request feedback from staff
and employees within supermarket is in the formal manner that is manager conduct
formal meeting of their staff and allows them to give proper feedback regarding the
communication skills.
3.4
Based on the feedback from others, I have identified that I lack certain communication
skills that need to be amended by me so that I can easily ensure effective communication process
within the supermarket. For improving my communication skills I must focuses on planning own
personal development plan it basically includes following actions and strategies that will support
me in amending the required skills.
Objectives Success Criteria Actions/ Strategies Implementation Time
1. Listening skills  Minimum
misunderstanding
 Communicatin
g with each
and every staff
within the
organization
 Active hearing to the
customer’s necessarily
and demand.
4 weeks
2. Interpersonal
skills
 Higher
profitability
 Continuous
interaction with
the customers.
 More team work within
the organization.
3 weeks
3. Presentation
skills
 Reduces
misinterpretatio
n of the
collected
information and
data.
 Focuses on
making the
presentation.
 Attending
seminars and
lecturers.
 Use the presentation
format to circulate the
information among the
different levels.
2 weeks
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TASK 4
4.1
Communication audit is consider as an effective evaluation of firms ability to transfer,
receive and share the existing information and knowledge among different individuals within the
organization. The key objective of conducting communication audit is determine the strength and
weaknesses of the communication process existing in the organization (Kent and Hoberman,
2012). It may also plays significant role amending the future process related with communication
through developing an effective strategic plan. The communication audit within Asda include
following steps-
1. The first step in the communication process include determining message that need to be
communicated to the other staff.
2. After that manager of Asda encode the information or data so that it may not be crack or
disclosed to the other individuals.
3. After that manager would select the appropriate message channel through which they can
send the message to the receiver or another individual (Turban and et.al., 2008).
4. After transferring message through channel receiver will decode the message to
understand the actual meaning of the information.
5. The communication process within Asda gets completed when receiver give response to
the sender regarding the message.
4.2
Humanistic theory of communication determine that each and every individual possess
with the unique behaviour and belief so that they cannot be enclosed in particular category.
Humanistic theory of communication focuses on assessing the staff emotions and feelings
(Wenger, 2014). By understanding the perspective of every staff will benefit the manager of
Asda in understanding their feelings and emotions and with the help of this they can render
proper communication to the staff. This theory emphasis on the concept that by providing proper
caring and love to the patients they will connect with the outside people and overcome their
communication difficulties.
Another theory of organizational communication is social network theory that basically
focuses on studying the behaviour of staff and group communicate or interact within the network
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(Watson, Boudreau and Chen, 2010). Therefore, this theory also assess in understanding the
organizational behaviour so that they can improve the communication process accordant with
that. The social theory basically focuses on assessing the three types of social networks that is-
1. Ego-centric that connected with the single individual that is staff connected with family
members or close friends.
2. Another is socio-centric they are the closed networks existing in the society as well as
within the organization.
3. The last type of social network is open system network that basically ensure no defined
boundaries among the individuals (Turban and et.al., 2008). It is the toughest network to
be studies as it lacks the chain or structure.
4.3
Senior manager of Asda must focuses on creating an effective plan that would results in
improving workplace communications. The plan basically focuses on different stages that is-1. Planning: The foremost step in creating plan is to analyse the existing workplace
communication within the Asda supermarket. Planning step ensure manager to plan new
communication system as well as methods that would be implemented within the process
to make process more effective and efficient.2. Survey: After planning senior manager would focus on survey among the staff and
employees so that manager can easily identify the existing communication gap within
them (McGibbon and et.al., 2010).3. Training: After surveying the gap among the employees senior manager would focuses
on selecting effective training methods that support the staff in improving their gap skills
and abilities so that they can contribute in the system.
4. Feedback: The last step in the plan for improving the workplace communication is
gaining feedback from the employees so that senior manager can have knowledge
regarding effectiveness of used training methods in enhancing the skills and abilities.
4.4
There are different measures that is used by senior manager of Asda for evaluating the
success of created plan in improving the workplace communication. The different measures to
evaluate the success include-
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1. Assessing the sales figure- The foremost measure to evaluate the success of created plan
is assessing the sales figure of Asda supermarket. With the effective communication
skills staff can easily influence their customers to ensure purchasing their range of
discounted products and services (Cornford and Shaikh, 2013). Therefore, increase in
sales activity and figure support the manager in measuring success of communication
plan.
2. Staff turnover- Another measure to evaluate the success of plan include measuring the
staff turnover from the firm. With the proper communication at each and every level
employee feel satisfied towards the organization that results in increasing staff retention
rate.
CONCLUSION
From the above report it has been concluded that managing communication plays
significant role within the organization as with the effective communication it results in
smoothing the functioning of organization. In regard to this, it is constitutional to have
accessibility of accurate information, knowledge so that manager can ensure proper
communication procedure within the establishment. With the help of effective communication
process, information can be conveyed and delivered in an effective manner. Thus, it further
results in enhancing the profitability and productivity of the organization. The above report also
conclude that there are various factors that impact the communication process within the
workplace as it will outcome in benefiting the overall organization.
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