Yummy Foods: Managing Communications, Knowledge and Information

This report examines the management of communications, knowledge, and information within the context of "Yummy Foods," a startup in the food business. The report addresses various decision-making processes, including financial, location, promotional, and operational decisions, and identifies the information and knowledge needed to support these decisions. It explores both internal and external sources of information, such as employee feedback, market trends, and competitor analysis. The report also details the identification of stakeholders, including government, shareholders, employees, and customers, and suggests methods for engaging them in the decision-making process, such as emails and websites. Strategies for improvement include customer analysis, market research, and the use of digital marketing tools. The report also covers improving communication channels, collection, formatting, storage, and dissemination of information to set up properly in the market with the new extension.

Managing
Communications,
Knowledge and
Information

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Decisions to be taken............................................................................................................1
1.2 Information and knowledge needed to ensure effective decision making............................2
1.3 Internal and external sources of information and understanding..........................................2
1.4 Justify recommendation for improvements...........................................................................3
2.1 Stakeholders for a decision making process.........................................................................3
2.2 Contact identified stakeholders to develop business relations..............................................4
2.3 Involve shareholders in decision making..............................................................................4
2.4 Strategies for improvements.................................................................................................5
M1 Strategies to find appropriate solutions................................................................................5
D1 Evaluation of work................................................................................................................6
TASK 2............................................................................................................................................6
3.1 Report on existing processes of communication in an organisation.....................................6
3.2 Design ways to improve appropriateness..............................................................................7
3.3 Implement improvements to ensure greater integration of systems of communication in
organisation.................................................................................................................................8
3.4 Create a personal plan to improve own communication skills.............................................8
M2. Select and apply appropriate methods/ techniques..............................................................9
D2 Managing and organising activities.......................................................................................9
4.1 Report on existing approaches to the collection, formatting, storage and dissemination of
information and knowledge.........................................................................................................9
4.2 Changes to improve the collection, formatting, storage and dissemination of information
and knowledge..........................................................................................................................10
4.3 Implement a strategy to improve access to systems of information and knowledge..........11
M3: Present and communicate appropriate findings.................................................................11
D3 Demonstration of convergent, lateral and creative thinking...............................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Managing communication is a planning, implementing and monitoring of all the channels
of communication within the organisation (Akhavan, Jafari and Fathian, 2012). Managing
information is the process of keeping information in a proper way so that the investors and
stakeholders can easily understand the motive of the organisation. “Yummy Foods” is a start up
in food business. To establish the business it is trying to set new promotion plans, various
decision making strategies, sources of information, identifying stakeholders, contact the
identified stakeholders, designing various strategies for improvements.
In second part the business is established and it is willing to expand the business. A
owner of nearby cafe offered to buy his cafe as he is close to his retirement, it is a good
opportunity to expand the business. It requires the proper information to establish a new
communication channel. Next step is to make improvements to cover the larger area of the
market. The business has to report and improve the collection, formatting, storage and
dissemination process to set up properly in the market with the new extension. Management
communication and information system helps to get the idea of the market and also provide the
accurate information to investors and stakeholders to take valuable investment decisions.
TASK 1
1.1 Decisions to be taken
Decision making is the process of passing judgement on various activities of the
organisation. It helps the management to achieve targets on time. There are various types of
discussion that a start up has to take. The discussions are discussed as follows:
Financial decisions: The main requirement of Yummy Foods is fund. It has to find the
ways to collect money and attract investors. Investors focus on the plan and the business
execution strategy of the organisation. If the plan is formed well and able impress the investors
then they will invest in the business. So Yummy Foods have to make good plans to attract
investors.
Easy to reach location: Second main decision is related to the location. If Yummy
Foods want to attract more customers then the organisation have to choose best location which is
easy to reach for the customers. If it is not easy to access for the customers then it will be
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difficult for the organisation to acquire customers. So it should decide the location wisely
(Becerra-Fernandez and Sabherwal, 2014).
Promotional decisions: Next decision is promotion decision means to aware the
customers about the new food shop outlet Yummy Foods. The organisation have to choose best
ways to promote its business and it should be in the budget of the organisation. Promotions like
advertisements, commercials help the organisation to grow faster.
Operational Decisions: These decisions are related to the daily activities of Yummy
Foods. These activities helps the management to attain the predetermined goals. Execution of the
organisation and proper utilisation of resources are the part of operational decisions.
1.2 Information and knowledge needed to ensure effective decision making
Following information help in effective decision making.
Market trends: The information which has been collected by Yummy Foods should be
according to the market trends. It helps the organisation to for such strategies that are really
effective and help to create and maintain a good position in the market.
Customer perception: This factor help to modify the food items according to the
customers taste. It will leave a positive impact on customers mind and help to expand business
faster. This information and knowledge can be collected through survey, the organisation have to
plan a research or survey for customers and take feedback from them. It helps to get the idea of
their perception (Davison, Ou and Martinsons, 2013).
Competitors: A start up like Yummy Foods should have the idea and information of
competitor's marketing strategy, that helps the business to make unique decisions regarding
promotional activities.
1.3 Internal and external sources of information and understanding
Information can be collected through two sources, internal and external. Explained
below:
Internal sources: These sources help to collect information from employees, company
database and internal documents of Yummy Foods. Employees are the primary source of
information they are in the practical field, they deal with the customers face to face. Marketing
and sales team of the business collect data for sales promotions and customer perception, that
helps to promote and modify food items. Documents of organisation can show the research
result that can provide information to the management. Organisation's data can also provide
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valuable information to the management of Yummy Foods which helps to increase its sales and
profits in future. (Galliers and Leidner, 2014).
External sources: It consist both primary and secondary data that includes customer
feedback, perception, market demand etc. it helps to scan the market and get the knowledge of
competitors. Market analysis, social media and various websites are also parts of external
sources that helps to get market knowledge which includes financial institutes for funding and
government that provide correct information related to tax liabilities and business transaction.
These sources helps in successful running of the business (Holsapple, 2013).
1.4 Justify recommendation for improvements
Yummy Foods should use proper method for customer analysis, in which it can get all the
information regarding to customers their demand, their expectations, their perceptions and other
factors so that it will help to provide such products that customers are willing to buy. Company
should conduct research in which it can plan surveys to gather knowledge of customer perception
that will help the business to serve food according to their demand. Data can be collected face to
face as well as online survey. Online survey can be conducted with the help of various websites.
The organisation should use modern business tools like data mining and data
warehousing it will help in collecting and managing customers feedback. It should use various
methods to determine customers needs. The organisation should improve the communication
channel of the organisation to improve the sales (Hu and et. al., 2012).
2.1 Stakeholders for a decision making process
The decision making process of Yummy Foods should involve the number of
stakeholders so that proper information and perceptive can be achieved to carry on in market or
to raise the business operation.
Government: The rules and regulations in UK for business operations and customers
relations also affect the decision making of Yummy Foods. General policies for particular
product and marketing along with processing and control to enterprise leave impact on the
decision making within the organisation.
Shareholders: The contribution of shareholders for investment and new venture of
Yummy Foods is necessary to meet their expectations and needs with product from the
organisation. Shareholders approval is necessary for the business in strategic decision making
which affect business's future sales and profits.
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Employees: The goals of Yummy Foods can be attained with the help employees. So the
managers need to select best employees to work with the organisation and to help in the
development of the organisation. Employees are the part of operations so their opinion helps to
make right decision related to operational activities.
Customers: The market for the business must be analysed for target customers because it
is the best way to promote business of Yummy Foods. Customers help to promote the business
with their good experience of the products. Customers provide feedback about the food that will
help to make appropriate decision about the quality of food. (Jones and Sallis, 2013).
2.2 Contact identified stakeholders to develop business relations
It is very important for every start up to make new business contacts and good relations
with stakeholders. There are two methods to contact stakeholders, mails and websites. These two
methods are the best and professional ways to contact stakeholders because it helps to create
good relations with stakeholders. As Yummy Food is also a start up so it is required to make
good contacts and relations. The two ways to contact stakeholders are explained below:
Mails: It is a modern way to invite effective stakeholders personally. It is more effective
way as compare to old post mail system. It will help Yummy Foods to target specific
stakeholders. It is cost effective way to reach end number of stakeholder with no time. Sending
emails is a good choice to get attention of stakeholders.
Website: Yummy Foods can target the identified stakeholders through websites. It is an
official way to reach them. It is a good source to enhance personal communications and build
good relations with stakeholders. It is also impressive to deal with each stakeholder to improve
the customer relations.
2.3 Involve shareholders in decision making
Yummy foods can involve the stakeholders in decision making process with the help of
following plan:
Formal and informal mode: The managers of yummy foods can contact the
stakeholders such as shareholders in a formal way to involve them in decision making process.
The formal way to contact them is through email. Management can send email to the
shareholders and get their help in decision making. The informal way of contact can be used with
the customer. The managers can hire employees to interact with the employees face to face and
collect their valuable feedback that will help in decision making.
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Direct and via media: The management can contact directly to the stakeholders with the
help of direct interaction that will help to make right decision with the help of accurate data.
Mails and websites are the media which can involve investors, government and shareholders in
decision making.
Trust and confidentiality: Management can build trust of stakeholders by providing
them accurate information of the business. If they trust the managers then they can help to form
such strategies for the business that will help to build positive market image.
2.4 Strategies for improvements
Yummy Foods can use more interesting ways to attract customers and other stakeholders
to promote the business. It can use digital marketing on internet to attain the target customer and
market, because it is an effective tool to direct reach to the customers with the particular age
group. It can advertise by posting videos on social media, commercials and audio on FM and
radio. It can use a particular software to record the customer data that will help to acquire more
customers. It can also attract the customers by providing them discounts, various offers and
many other gifts for the maximum purchase (Khodakarami and Chan, 2014).
Yummy Foods can also conduct quiz contest and give chance to win various gift item to
the customers. It can use updated computers that will be easy to handle for the employees. It can
also use an application that will automatically collect the data of those customers who visited to
their website. All the collected data will help to form good strategies to build a positive market
image and acquire more and more customers to expand the business.
M1 Strategies to find appropriate solutions
The management of Yummy Foods is concerned with the promotional activities and
various activities in and out of the organisation. It is very important to create own market image
of the organisation. The management can build good relations with the stakeholders by
contacting them through emails and websites. There are various online and offline tools to
contact stakeholders such as feed back forms, face to face interaction, customers thoughts, video
conferencing etc. These tools help to gather customer data and will improve the decision making
process with the involvement of various stakeholders. Customers feedback will help to improve
and enhance the decision making process with higher involvement.
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D1 Evaluation of work
Identified stakeholders will help to improve the decision making process of Yummy
Foods. The managers can contact the stakeholders through various media to involve them in the
decision making process. The information collected through internal and external resources will
help to implement good policies. Customers can also be involved in decision making process by
providing their valuable feedback and thoughts regarding to the products. The managers can
make good relation with customers by providing best quality products and services with various
benefits like discounts, gift vouchers etc. It can involve shareholders and employees in decision
making by collecting their ideas and thoughts.
TASK 2
3.1 Report on existing processes of communication in an organisation
The company is dealing in online business of goods and services and it is organized in
vertical manner of control, communication and decision making in all the levels of organisation
so that they work efficiently to achieve goals. The owner is willing to buy nearby business of an
established cafe. As the business is well established so it does not require the promotions, so the
owner considers to apply the communication channel of his existing business. There are different
techniques of communication which are used by our existing organisation (López-Nicolás, and
Meroño-Cerdán, 2011). They are:
Internet: It is the most effectively way of communication for existing organisation because it an
online business. The internet is broadly being used by the company as a communication channel
for both inside and outside stakeholders of the business.
E-mail: Electronic mailing system is used for exchanging information to both internal and
external stakeholders. Company using email techniques for communicating with their customers
to grow the business.
Face to face: Organisation may communicate face to face with the stakeholders and discuss
about the problems if occurs in existing business. So that it does not affect the business's
performance.
Telephone: It is a two-way communication where a telephonic call to customers is another way
of communication. Online business of goods and services using this technique for receiving
customers order and responding for their queries.
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Advertising: It is an another tool of mass communication where organisation's online business
can address any information and issue regarding goods and services offered by them in large
segment to the stakeholders.
Meeting and conferences: Organisation should conduct meetings and conferences frequently
for providing updated information to its stakeholders. So that they satisfied with organisation
working.
Notice and Memos: It is a written document which is provided by business to both internal and
external stakeholders as an evidence for the information regarding their online goods and
services (Mulhern, 2013).
Team briefings: It is a legal document mostly used for internal stakeholders. Company using
this technique for their internal stakeholders of the business so that they deliver information, ask
questions and collect feedback from them.
Justification- Company is presently dealing in online business for goods and services
and wants to expand in future. If company takeover the business of cafe which was offered by
neighbouring businessman as he is about to retire then company can expand his business by
buying it and apply above tools of communication for effectively running as cafe business is
already well established.
3.2 Design ways to improve appropriateness
No ways of communication is complete in itself and are need to be effective in
responding the customers with desired outcomes. The queries and complaints of stakeholders
must be considered properly by communicating with them and explaining the benefits of future
return as now company is dealing in both the businesses and company made a statement to
respond them. The are several disadvantages linked with processes of communication which are
explained above. These are:
E-mail is an instant method of communication but sometimes it doesn't reach because of
server error and its major drawback is that at a time only one side can express their views and it
takes time for completing the entire process.
Telephone is a fastest method of communication where both persons can share their
views and come to a discussion for their views but the conclusion is not documented and if a
person wants to refer against conclusion but no reference can be obtained because it is not a face
to face communication.
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Advertising is an appropriate method where online business addressing a large size
audience for its goods and services but it is time consuming process and later measuring the
response of the stakeholders is also a challenging task.
Notices and Memos are written documents of information but it only provides one side
information of its stakeholders (Pearlson, Saunders and Galletta, 2016).
3.3 Implement improvements to ensure greater integration of systems of communication in
organisation
Organisation needs to introduce an intranet and common LAN facility in both the
businesses for improvement to greater integration and successful passing of communication
system from one department to another and communication follows within the organisation. This
helps business in communicating freely and securely with the employees as only they can access
organisation information and Existing on-line business of goods and services is using local
media channels and social networking websites for offering product details and pricing to people.
Web forums are effectively enhancing communication between local community and employees
of organisation. Local people and employees can also contact to each other with distribution
centres along with online web forums which increases their sales in future. The cafe business
which organisation takeover is using more face to face communication in their business which
decreases the chances of miscommunication. Organisation should have addressed employee’s
grievance and complains through common channel so that they track considering according to
priority (Intranet, 2017).
3.4 Create a personal plan to improve own communication skills
In order to raise present capacities, it is important to ensure continuous development. In
order to develop the communication skills following plan is developed:
Communication Skills Time Sources
Awareness and adjustment
skill
4 months Self-awareness is most
importance for leader to
enhance communication skills.
They should adjust according
to the changes in business
environment and its
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surroundings.
Listening skill 2 months communication should be clear
and to the point which leader
can understand and reply in the
same way as stakeholders
want.
Relationship building skills 3 months Leader can improve this skill
by becoming a part of various
meetings and group
communications with
organisation's stakeholders.
By following the above skills an individual can develop the level of communication.
M2. Select and apply appropriate methods/ techniques
Company select and apply internet and advertisement as an appropriate methods of
communication for running its online business of goods and services. It is the biggest benefit for
online business. This business is fully depending on internet because it takes order online and
sell goods and services online. Advertisement helps in business expansion and it benefits
includes attracting new customers. It also helps in selling more goods and services to existing
customers which leads to increase in profitability. Face to face and telephonic are suitable
methods of communication which helps in cafe business so that manager coordinate with
customers and take their feedback.
D2 Managing and organising activities
Organisation have to implement the intranet and LAN system for the employees to easy
access the information of the business. This will help the management to communicate easily
and securely with the employees. The cafe which is going to be acquired by the organisation is
using face to face communication and feed back forms that decreases the possibility of
miscommunication. The managers of the organisation also have to improve their own
communication skills because with the expansion of the business they have to interact with more
people and the image of the organisation is depend upon the managers.
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4.1 Report on existing approaches to the collection, formatting, storage and dissemination of
information and knowledge
Company using customer reports and enquiries on goods and services for collecting the
information for business purpose. It also uses structured and non structured approaches for data
collection about goods and services offered and maintain customer relations in cafe business
also. Normally information is stored in formatting. The uniform formatting is used for making
information and knowledge acceptable into different databases applications for both business.
The information is formatted by customer review and their perception (Rowley and Hartley,
2017).
The data is collected from various sources that is used to identify customers perception,
demand and their satisfaction level. The data is measured on various parameters of its worthiness
and reliability. The data is stored to analyse the capability of the both businesses. The data is
used by the promotion department to determine customers thoughts to establish proper
promotional strategies for online and cafe business. It has designed a website for customers to
meet and leave their feedback for the services rendered. As it is an online business it can promote
its business with no cost and it will also improve its profitability as well as image in the market.
It uses a software that can automatically collect data of those customers who went through its
website.
4.2 Changes to improve the collection, formatting, storage and dissemination of information and
knowledge
The system of collection, formatting, storage and dissemination can be improved but the
management have to focus on cost incurred in businesses and should improve it in cost effective
manner. It should adopt a new and upgraded software for the process of data collection. It will
provide opportunity to the business to improve data collection process and to accurately record
the data in the system. There are various methods which can be adopted by the company for
collection of the information and knowledge such as installation of upgraded and fast computers
that can increase speed of operations which helps in taking orders frequently. Knowledge
management system is also a good source to adopt that insures proper collection and storage of
the data. It helps the employees to direct access the information, formats and documents so that
they can use it in their work and run business quickly (Suppiah and Singh Sandhu, 2011).
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