Google UK Project: Managing Communication, Knowledge, and Information

This report examines the critical aspects of managing communication, knowledge, and information within Google, particularly in the context of its UK project expansion. It delves into the decisions required for project enlargement, emphasizing the importance of strategic planning, financial resource allocation, and location selection. The report highlights the need for effective communication at strategic, tactical, and operational levels, and identifies both internal and external sources of information available to Google's workforce. Recommendations are provided to enhance the management team's effectiveness, including the implementation of tailored professional development programs. Furthermore, the report explores stakeholder engagement strategies, event planning, and data management practices, including existing methods, proposed improvements, and strategies to improve access to information systems. The report emphasizes the importance of data collection, formatting, storage, and security to support Google's growth and success in the UK market.

Managing
Communication
Knowledge and
Information
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
1.1 Range of decision to be taken to enlarge project of Google in UK.......................................3
1.2 Information and knowledge need to ensure effective decision making.................................3
1.3 Sources of information which will be available to workforce in UK....................................4
1.4 Recommendation with justification for improvement to management team of Google........4
LO2..................................................................................................................................................5
2.1 Stakeholder for the event and communicate proposed plan to them.....................................5
2.2 Contacting stakeholders and developing relation with them.................................................5
2.3 Involving identified stakeholders in the event.......................................................................5
2.4 Strategies to make the event successful and memorable.......................................................6
LO 4.................................................................................................................................................6
4.1 Existing method of data collection, formation and storage of information..........................6
4.2 Changes to improve data collection, formation and storage of information.........................7
4.3 Strategies to improve access to system of information and knowledge................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
In the modern era, managing communication knowledge and information has become
very important for the success of business enterprise. It helps organization to develop effective
plans related to growth and development. The present report is based on Google which is the first
and most popular search engine in the world. Founded in the year 1995, it provides various kinds
of websites and documents on the basis of key words entered in search engines. Google also
offers other services such as books, news, maps and videos. In the year 2007, 2008 and 2014, it
has been considered as the companies who work with the entire world (100 best companies to
work for, 2016). As per the provided case, the organization has always empowered its workers
by making them stakeholder of Google. This report explains the range of decision that needs to
be taken by the organization's senior management in order to enlarge its project. Along with this,
it also highlights recommendations to make management team of Google more effective.
LO 1
1.1 Range of decision to be taken to enlarge project of Google in UK
Organizations such as Google need to take variety of decisions to achieve growth and
expansion in the market where it is operating. The firm will be required to develop an effective
strategic plan which can support in accomplishment of its objectives. Such kind of plans will
include organization as whole. This means that each and every aspect of Google will be taken
into consideration. It will also help the organization to communicate its strategies to other staff
members (Hand and Judge, 2012). Along with this, Google will be required to make decision
regarding selection of suitable sources of finance. There are various sources available such as
debentures, equity shares, bank loan and owner capital. The brand will be required to evaluate
each of them and then select the best one. Google will also need to determine locations for its
new office and is required to consider laws and regulations of UK (Borghoff and Pareschi,
2013). The process of recruitment and selection for new venture is very important and will be
required to determine that how it is going to conduct the entire process.
1.2 Information and knowledge need to ensure effective decision making
Google has three main levels from where it can get information for making effective
decisions. This includes strategic, tactical and operations level of the organization. From the
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strategic level, the organization can gather information such as how to develop effective
strategies or action plan as per the need and requirements of people in market (Eppler, 2006). On
the other hand, relevant information regarding how to implement those plans can be gathered
from tactical level. Google can gain knowledge related to its day to day activities, schedule and
cost from operational level. All the above stated information will help the brand to grow and
expand its operations in effective manner in the UK market.
1.3 Sources of information which will be available to workforce in UK
At the time of operating in countries such as UK, there will be various internal and
external sources that are available to Google’s workforce. Workers can gain very important
information from internal sources such as sales figures, customer’s records and its financial
documents such as its profits & loss account and balance sheet (Leidner and Kayworth, 2006).
All the employees can gain very useful data regarding the market trend and past performance of
Google. On the basis of these data, organization can develop effective plans to carry out
operations in UK. Along with this, external sources such as newspapers, magazines and social
networking sites such as Facebook and Twitter can also be used (Leiponen, 2006). Google can
post about its new services and stores on these sites. The comments and tweets from users of
social sites will help in identifying whether people want any modifications or not. Along with
this, employee of Google can also access information about popularity of services and user’s
trends (Nonaka, 2008). Further, it can be stated that these sources will help in developing
effective strategies to gain high market share and customer base.
1.4 Recommendation with justification for improvement to management team of Google
In order to expand in the market of UK, some of the important recommendations that are
provided to Google are mentioned below as:
 It can be recommended that Google can make use of tailor made CDP (Continuing
Professional Development) in order to maintain knowledge and skills of all its
employees. This will help in understanding the needs and demands of customers in UK
market.
 It can be recommended that the organization should provide more focus on the training
and development of employee. It will enhance their skills and support in accomplishment
of desired aims and objectives.
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LO2
2.1 Stakeholder for the event and communicate proposed plan to them
Stakeholders of Google are one which are directly or indirectly get influenced by its
activities. Customers, employees, managers, suppliers and investors are some of the major
stakeholders who are going to attend mega launch of the proposed store. All these are considered
as very important aspects in growth and development of Google (Laudon and Laudon, 2011).
Further, the proposed plan regarding new store will be communicated to all stakeholders in an
effective manner. They will be also informed about products such as android, chromebook and
chromecast which will be offered by the store. The organization will make sure that the need and
expectation of all its stakeholders are taken into consideration during the launch. Along with this,
brand will also provide customers, suppliers and investors with an opportunity to ask question
and clear their doubts.
2.2 Contacting stakeholders and developing relation with them
In order to maintain its market position and brand image, Google needs to take care of all
its stakeholders. Further, the organization should interact with them at regular intervals to
understand their need and demand. Internal stakeholders can be communicated by using ways
such as word of mouth, emails, letters and telephones (Chaffey and White, 2010). Google can
interact and inform its managers and employees about the strategies that are developed for future
growth and expansion. On the other hand, it can also use social media to contact its external
stakeholders such as customers. With the help of Facebook and Twitter, the brand can easily
inform people about its new services, products and stores. All these tools are very cost effective
and can provide the organization with a very strong network.
2.3 Involving identified stakeholders in the event
Google has various kinds of stakeholder and is required by the brand to meet their
expectations. Customers of the organizations wants that complete information should be
provided to them regarding products such as android, chromebook and chromecast (Google,
2016). All the doubts, queries and concern of customers are required to be solved in the best
possible manner during the event. Stakeholders such as investors want to get information
regarding the future growth and objectives of Google. Further, they also want to become aware
about the financial performance of the organization in future. The employee requires better
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growth and employment opportunities. Suppliers should be provided with information regarding
the products which are required to be delivered (Prabha Singh, 2007). In addition to this, Google
also needs to make timely payment to developed better relation with all its potential suppliers.
2.4 Strategies to make the event successful and memorable
The major goals of event will be to stand out and make a very good impression in the
mind of all the target audience. Promotion is also considered as a key to make the entire event of
Google successful. In order to achieve the same, promotional activities such as contest will be
organized. Further, in this activity, people will not force to make purchase and the main objective
will be to put the name and logo in front of public. Rather than making money with the activity,
the brand will advertise and promote itself (Kearns and Sabherwal, 2006). Major external
stakeholders such as customers, investors and suppliers will be encouraged to clear their doubts
regarding products or services. Feedback and reviews will also be taken from all the visitors
regarding their experience during the entire event. Further, by taking all these feedbacks into
consideration, Google will be able to deliver more potential events in future.
LO 4
4.1 Existing method of data collection, formation and storage of information
Google uses variety of sources to collect data for various kinds of purposes. The methods
are mentioned below as:
 Searches- Google is the most powerful and potential search engine in the entire world.
The organization tracks searches of people in order to identify behaviour of people and
gain information regarding the same (Lönnqvist and Pirttimäki, 2006).
 Click on search results- The Company also clicks on search results to gain information
regarding what kind of data or results satisfied the need of people.
Google has developed a team of personnel who are engaged in formatting of raw data
into more useful information. People in this team collects data from various useful, reliable
sources and format the same for future purpose. A large amount of data is gathered by Google
everyday which needs to be stores and disseminated in an effective manner (Scott, 2007). Google
file system and Big table are the two sources where it stores all its data.
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4.2 Changes to improve data collection, formation and storage of information
In order to improve its systems, there are various kinds of changes which Google is
required to make in its existing operations. The organization can increase the use of
questionnaire and surveys to get more reliable and accurate data. This will also help Google to
acquire all information and data which it requires. At the time of formatting, the collected
information is upgraded with technologies to perform task. Training should be provided to
workers at regular intervals to make them advance and more effective in the field of data
formatting (Madnick, S.E. and et.al., 2009). It also uses various kinds of data gathering servers
which perform the work of collecting and gathering information for the brand. At last, the
organization will be also required to make sure that all data and information which it has
gathered has been stored in the best possible manner. It can increase its use web servers to store
in data.
4.3 Strategies to improve access to system of information and knowledge
Some of the effective strategies to improve access to system of information and
knowledge are mentioned below as:
 Establishment of adequate IT systems to collect, format and store data in the best possible
manner.
 Using a proper network to share knowledge and information with all other people.
 Protecting the data by password so that no other party can access it.
 Developing and implementing various kinds of knowledge management program.
 Increasing bandwidth so that multitasking can become easier and hangups of application
get reduced.
 Developing an technology usage agreement with the help of other team members
CONCLUSION
From the present study, it can be concluded that the organization needs to take care of all
its stakeholders at during the launch of its new store. It can be also concluded that Google is
using various tools and techniques for data collection, formation and storage of information. It
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can be evaluated that there are some changes that are required to make the existing process more
effective and efficient.
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