Zara UK: Managing Communication, Knowledge and Information Report

This report examines the management of communication, knowledge, and information within Zara UK. It begins by analyzing the types of decisions senior management must make and the information and knowledge required for effective decision-making, including strategic, tactical, and operational decisions. The report assesses both internal and external sources of information, such as customer records, sales figures, social media, and government websites, and provides recommendations for improving Zara UK's management team, including business analysis, training and development, and market research. The second part of the report focuses on stakeholder engagement for new product launches, identifying key stakeholders like customers, employees, suppliers, and government entities, and suggesting cost-effective communication channels such as telephone, email, and social media. The report also outlines strategies for stakeholder involvement during events and emphasizes the importance of gathering feedback. The report concludes with an overview of Zara UK's existing communication structure and proposes improvements for greater integration of communication systems, along with a personal plan for enhancing communication skills.

Managing communication,
knowledge and information

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Different decisions to be taken by the Zara senior management......................................1
1.2 Information and knowledge required to ensure that effective decision...........................2
1.3 Assess internal and external sources of information and understanding for decision
making....................................................................................................................................2
1.4 Recommendation for improving Zara UK management team.........................................3
TASK 2............................................................................................................................................4
2.1 Stakeholders who will be invite for new product launch.................................................4
2.2 Making contacts with proposed invitees using appropriate and cost effective channels. 4
2.3 Involvement of these stakeholders during occasion.........................................................5
2.4 Inclusive strategy to make event more interesting and memorable.................................6
TASK 3............................................................................................................................................6
3.1 Report on existing communication structure and system in Zara UK..............................6
3.2 Methods to improve the overall communication systems................................................7
3.3 Implementing improvements for greater integration of systems of comm unication in Zara
UK..........................................................................................................................................1
3.4 Creation of personal plan for improving of own communication skills...........................1
TASK 4............................................................................................................................................2
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Within an organization, there are different type of aspects that has to be considered so
that employees will be able to perform effectively and efficiently. With this respect,
communication play vital role in order to develop strong relationship with customers (Axelsen,
Calloe and Nielsen, 2013). It enables to know he issues that are faced by employees or
understand customers problems. Further, communication is a systematic tool that is helpful to
monitor activities in order to make expansion of business. Present report is about Zara which is a
clothing retail and was founded in the year 1975 in La Coruña, Spain. This report covers need of
information and knowledge for ensuring effective decision making. Further, it covers
identification of stakeholders for decision making process. Moreover, it covers listing out ways
to improve appropriateness. Lastly, it also includes development of personal plan to improve
own communication skills.
TASK 1
1.1 Different decisions to be taken by the Zara senior management
Effective decisions are made when one has proper knowledge about the condition for
which decision needs to be made. There are conditions in which consulting units are hired for
making decision (Ulmer, Sellnow and Seeger, 2013). Zara is planning to make their business to
expand in new market. For this respect, there are different areas in which decision needs to be
made. It includes decision related to finance, resources, etc. In this context, below given are the
decision that has to be made by Zara:
Strategic decision: This type of decision needs to be made at the time of setting up
objectives, vision and mission. For making this decisions, top management are involved.
Individuals exchange their views and get suggestions for making strategic decision. Further,
decision are made in order to form policies, norms or regulations.
Tactical decision: These decision are taken by middle level management (Swallow, Knafl
and Carolan. 2014). They make sure that all the decisions that are made by top management are
implemented. For this respect, they take up decision for the utilization of resources that will be
involved in order to achieve the desired objectives to be met.
Operational decision: Decision for operations is generally taken by lower level
management. It involves daily practices and decision are made to meet up day to day business
1

operations (Zerfass, Verčič and Wiesenberg, 2016). As per the case, employees of Zara need to
make decision regarding that products that has to be merchandised in different stores.
1.2 Information and knowledge required to ensure that effective decision
For an organization like Zara to make their business expansion, it is essential to make
sure that they have proper information and knowledge so that effective decisions can be taken.
With this respect, below given are some of the factors that has to be considered by cited firm:
Strategic plan: In order to achieve the desired goal of expansion of business, it is
important for the management to make sure that they have developed strategic plan in which
they get to know the requirements through which the objectives can be attained (Domenech, J.,
Baños and Botella, 2013). It includes the step by step process that will enable to make their
business expand.
UK business laws: There are certain set of laws that has to be followed by the firm.
Business face negative impact when these laws are not considered. The operations that are to be
considered need to be analysed and then they should be performed. This is enables to make sure
that business is operated effectively and efficiently.
Selection and recruitment: Management of Zara should have proper knowledge about the
type of employees that they should hire so that they can achieve the business objectives
(Pfeffermann and Hulsmann, 2011). Skills and capabilities should be analysed so that with their
support firm can make their business expand.
Personnel development: There are conditions in which the workers who are selected to be
helpful for the business to achieve their business objectives may not be skilled as per
requirement. For this purpose, management should have proper understanding so that they help
workers in personnel development.
1.3 Assess internal and external sources of information and understanding for decision making
There are two different type of sources that are available for the organization with the
help of which information can be extracted (Ilonen and et.al., 2011). In this context, it includes
sources like external and internal. Below given are the internal sources that provides information:
Customer records: From the past records of the customers, it enables to get to know the
taste and preference of each and every service users. As per the data, it helps to make change in
the products and services according to the knowledge and information gathered.
2

Sales figure: This enables to get information about performance of the firm. This helps to
get proper information about the areas in which information that has to be taken into
consideration.
Financial document: It includes all type of expenses that are made by the firm (Fox and
et .al, 2011). When there is proper information, then it enables to take up steps that will help to
reduce the cost and gain profit.
Below given are the external sources through which information can be gained:
Social media: It enables to have direct interaction with customers. This way proper
information and knowledge is gained with the help of which steps can be take to reduce the
problems or the perception that individuals have. It includes social media like Facebook, Twitter,
etc.
Government websites: There are rank the organizations as per the type of performance
they have. This enable to know where the firm stands (Austin and Pinkleton, 2015).
1.4 Recommendation for improving Zara UK management team
There are different things that can be considered by Zara with the help of which their
management team can make improvement. Below given are recommendations made:
Conducting business analysis: There are different type of models that are available
through which firm can make proper analysis (Grewal, Sethi and Grewal, 2015). In this context,
it includes SWOT analysis, PESTLE, Porters five forces, etc. These enables to identify the areas
in which improvement can be made and the areas that has to be considered in order to improve
their management team.
Training and development: All the member within the teams should be monitored. As per
the observation made, they should be provided with training so that the areas in which they lack.
Understanding customers is important aspect as it enables to develop strong relationship with
services users.
Conduction market research: Tastes and preferences of customers take place frequency.
To gain maximum, it is possible when customers are provided with services and products as per
their taste and preferences (Patel, Shah and Shallcross, 2015). With the help of survey, it enables
to make improvement in the type of services that are being delivered by the firm. Further,
questionnaire can be provided through which customers satisfaction level, issues faced by
customers, etc. can be determined. Further, help from secondary sources can be collected. In this
3

context, it includes books, articles, websites, etc. Further, there are different type of research that
are conducted by others researchers on other firms and they are helpful to understand that type of
strategy that is being performed by them (Subramanian, Robles-Salas and Singer, 2015).
TASK 2
2.1 Stakeholders who will be invite for new product launch
There are many stakeholders who involved with the operations of Zara. All the services
and products are developed as per the preference of customers. In order to launch new product
that id introduced by Zara, below given are the stakeholders who will be called on for the
occasion:
Customers: They are the one for whom product is developed. Products are developed as
per the taste and preference of customers. Further, growth of the firm also depends upon the
satisfaction level that is being met by the product that is newly launched by Zara.
Employees: They are the face of organization as they present the type of services and
products that are introduced by the firm. They are important stakeholder as they know the type of
issues that are faced by customers (Grewal, Sethi and Grewal, 2015). As per their suggestion,
changes in products are made so that it can be provided in such a way that it will be preferred by
customers.
Suppliers: They make sure that all the raw material that are required for the product are
provided to the Zara. For this purpose, it is essential to develop strong relationship with them so
that meet the demand as per requirement. These are important stakeholder to be called on for the
occasion.
Government: It is important to develop strong relationship with this stakeholder as they
are the one who make changes in the policies like tax or interest rates. When changes are made
frequently, then it affects the business operation in negative manner.
2.2 Making contacts with proposed invitees using appropriate and cost effective channels
There are different type of channels that are available with the help of which proper
information can be provided to all stakeholders that also in cost effective manner. In this context,
below given are some of the ways:
4

Telephone: This is one of the cost effective sources. This requires one to have number of
the stakeholder and they can be called. This is highly effective as it enables the opportunity to
talk to the person and provide them proper information about the event that is to be conducted.
Email: It is another effective method, that enables to make sure that end large number of
stakeholders can be provided with information within speculated time (Axelsen, Calloe and
Nielsen, 2013). It includes all the time of information like time, main cause of event, etc. This is
also a cost effective method in which large number of people can be included.
Word of mouth: This strategy totally depend upon the type of services and promotional
strategy that is being used by the organization. People share the information that they get to
know only when there is some unique elements involved. This can be about the effectiveness of
the products, it prices, etc.
Social media: There are many social websites that are available with the help of which
proper information can be provided. It enables to have direct interaction with stakeholder and to
know their perception about the services and the product of Zara that is to be launched.
2.3 Involvement of these stakeholders during occasion
During the event, all type of information will be provided to people present. In this
context, it includes information related to price, quantity, quality, etc. in order to maintain the
interest of people present there are different type of strategies and involvement method that will
be used. This will enable to make sure that there is active participation from audience.
Getting feedback: After making the presentation the product that is introduced by Zara.
Stakeholders will be provided with the opportunity to share their view over it (Axelsen, Calloe
and Nielsen, 2013). The type of feedback that will be given by them can be used to make
improvement in the product. Different people have diverse set of perception over the products.
As per information that will be provided by stakeholders will be used to make improvement in
the product.
Clarifying doubts: When new product is launched, then there are condition in which they
have doubts for them. It is important to make sure that all the doubts that audience have over the
product is solved. This is an effective through which interest of people can be maintained.
5

Free samples: To raise the level of engagement, stakeholders will be provided with free
sample. This will enable to make sure that people develop positive perception about the product.
This will enable to make people get engaged and support for the new product delivered by Zara.
2.4 Inclusive strategy to make event more interesting and memorable
In order to engage stakeholders, there are different type of strategies that will be
implemented in order to make sure that management is able to develop strong customer base.
Below given are few of the strategies that will be followed to raise involvement of stakeholders:
Free gifts: Free gift will be provided to customers who will make purchases in more than
five products of Zara. This is an effective way with the help of which management will be able
to attract more and more customers. The free gifts that will be included will be attractive and this
will help to make sure that to get the free gift, people will make their purchases.
Discount offers: This is another type of promotional strategy in which management will
be able to raise their sales (Swallow, Knafl and Carolan, 2014). There are many organizations
that deliver their customers with similar products and services. When the product will be sold at
discounted rates, then the rate of purchases will increase. This is an effective method that can be
applied by Zara to develop and to maintain the interest of people towards the product.
Discount coupons: Coupons will be provided to stakeholders through which they will get
additional benefit from products that are delivered b y Zara. There are many different range of
products that are delivered by Zara and it will enable to make sure that the preference of
customers is maintained with the help of these services.
TASK 3
3.1 Report on existing communication structure and system in Zara UK
Communication is the process of transfer of ideas or information from one person to
other using some source. It is a step by step method that follows a proper sequence to be
effective. The sender sends the message to the receiver with the intention that he understands it
in the same manner and it is sent with help of some channel. In a company like Zara, it is
important that there exists a effective framework for proper communication so that timely
decisions can be made and company can carry out its operations effectively. To survive in the
competitive market place, it has become imperative that communication both within and outside
6

the organisation is effective. The communication process used by the cited organisation is
described here under : Planning : In this step, an establishment plan is developed by the sender which he
intends to send to the receiver. The cited organisation can preplan for business
development plans or create ideas that are useful for promotion of its products, expansion
of business etc. Encoding : At this stage, the message is converted into a form that is easily
understandable by other members of the organisation. Developing the message : The message is developed by the sender in regard with the
earlier step (Domenech, Baños and Botella, 2013). Zara uses written form of messages so
that it can be easily understood by the customers. Choosing a medium and transmitting the message : The sender then chooses the best
channel of communication and transfers the message. Receiver gets the message and decodes it : In this stage, message is received by the
receiver but it is important to ensure that both sender and receiver perceives the message
in same way.
 Feedback : It is the last step of communication process whereby the opinions of people
are taken to ascertain that the plans of organisation are effective or not.
3.2 Methods to improve the overall communication systems
Communication plays vital role in developing strong relationship with customers. In Zara
to improve the communication process, there are different set of activities that can followed. In
this context, below given are few of them:
Taking feedback: Employees have different type of perception and preference towards
work. Feedback should be collected from customers, this way different type of issues that are
faced by them can be identified. It will be helpful enough to make sure that the communication
process can be improvement (Ilonen and et.al., 2011). There are conditions in which there are
different type of issues that are faced by individuals and this can be due to managers or
customers. All the aspects should be considered through which the problems that are faced can
be solved.
7

Communication model: There are different type of communication flow that can be
followed in Zara. In this context, it includes, circular pattern, free flow, wheel pattern, etc.
Among all these Zara should make use of free flow communication. This will enable to make
sure that all the employees have direct interaction with others. There are cases in which due to
long chain of communication, the information is not effectively conveyed and it also gets
delayed. With the help of free flow communication, the issues related to this aspect will be
solved. Further, the time that was take by management will also be reduced. This way the issues
that are faced by people within the organization will be solved and there is effective
communication with less rate of confusion.
8

3.3 Implementing improvements for greater integration of systems of comm unication in Zara
UK
The planning of communication with particular reference to Zara is carried out with help
of various mediums such as mails, newspaper & TV advertisements, etc. The people who are
having the buying power from medium to high and who want to look glamorous at all situations
& occasions are served as target customers by Zara. The reviews that are given by customers are
the main point of focus based upon which various measures are taken in order to expand the
business of cited firm respectively (Borghoff and Pareschi, 2013). So, Zara has adopted the plan
of time management. The implementation of this plan will help the cited organization to analyse
the problems in a frequent manner and at the same time solving of those issues can be done by
employees. This will as a result provide enhancement of the level of satisfaction in customers of
Zara.
Every activity is conducted to get a desired result which showcase the capabilities of
cited firm (Gutteling, 2015). In the new market, Zara has established itself successfully which is
an indicator of growing opportunities availability in the future. The evaluation of internal and
external factors is done with help of planning manager of Zara.
Current situation understanding; Planning is done based upon current situation of market
trends as well (Stapel and Schneider, 2014). So, as a result, the strategies or planning is done
keeping in mind the current popular marketing trends.
Targeted customers: If the customer base of Zara is high then it can plan for further growth and
expansion.
Key message: Zara should make tag line or slogan that will successfully attract more customers.
This way misunderstanding will be less.
3.4 Creation of personal plan for improving of own communication skills
On the basis of scenario in accordance with Zara, a very crucial role is being played by
skills of communication (Jarle, Amundsen and Hansen, 2014). The performance of all the
employees can be improved with the aid of effective communication skills. These will further
lead to the achievement of set targets by Zara.
So in order for enhancement of personal communication skills, some stages have been
showcased below:

(1).Improving listening skills: Confusion level is decreased with effective listening skills.
(2).Concerning of others emotions: Determination of behaviour is done if emotional
attachment exists with potential customers.
(3). Empathising: View and opinions are judged in an easy manner in accordance with
customers.
(4).Conflicts resolving: An effective negotiator is being encouraged by Zara for resolving
their problems.
(5).Minimization of stress: The barrier towards effective communication that is stress is
minimized by creation of friendly environment at Zara (Coombs, 2014).
TASK 4
2