Communication Strategies and Business Growth at Mark & Spencer

This essay provides an overview of communication within a business context, specifically focusing on Mark & Spencer. It defines communication, highlights its importance, and discusses the benefits of effective communication processes within the organization. The essay differentiates between formal and informal modes of communication, outlining their advantages and disadvantages. Furthermore, it explains the communication process, detailing the roles of the sender, receiver, encoding, decoding, and feedback. The essay also touches upon different types of communication skills necessary for maintaining business relationships. Desklib offers a variety of solved assignments and study tools to aid students in their academic pursuits.

COMMUNICATION

2. OVERVIEW
 Communication is a Latin word with a meaning to share messages with the help of symbols and semiotic
rules (Locker and Kaczmarek, 2013).
 Communication is a method which is intended to share or convey meanings from one entity to another so
that they are able to understand them effectively.
 There are many basic steps which helps in conducting communication in a systematic manner such as
establishing communicative intent,composition of message, encoding of message, signal transmission,
signal reception and decoding of message before interpretation.
 Communication can be generally visual, auditory or biochemical but communication in human differs
with the use of extensive language (Grunig, 2013).
 Communication also helps in integrating and exchange of knowledge which helps in achieving goals and
objectives of the organisation.
 It also helps in developing better understanding in different context such as historical, philosophical,
ethical, social and cultural dimensions (Wang, 2013).

3. INTRODUCTION AND DEFINITION
In general context communication can be broadly defined as exchange of thoughts, ideas and
views between different individuals of the same organisation so that change can be
successfully implemented in Mark & Spencer company. It can also be defined as interchange
of ideas and opinions which helps in developing results and growth of organisation in certain
manner
American Management Association has also developed a definition which states that
communication is a form of behaviour that is intended to exchange meanings through different
modes of communication such as verbal and non-verbal mode.
The term communication in business can be broadly defined as receiving and sending all the
messages which are meant for official purpose of running of Mark & Spencer organisation
(French and Holden, 2012).

CONT…..
 It helps in managing the business, organising its functions and conducting formal affairs of voluntary
organisation so that effective communication is carried out between employees, owners, buyers and
sellers of Mark & Spencer company.
 One of the main purpose of communication is to affect different types of changes that are existing in
the market and to influence action against them so that growth and development is enhanced in the
organisation (Van Vaerenbergh, Larivière and Vermeir, 2012).
 One of the major problem in Mark & Spencer company is to maintain effective communication
between all the members of the organisation.
 The major problem takes place when messages are misunderstood by different people. In many cases it
is noticed that what is intended to send is not received by the receiver (Burgoon, Guerrero and Floyd,
2016).
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4. TWO DEFINITIONS OF KEY
CONCEPT IN BUSINESS CONTEXT
 Business communication can be broadly defined as interdisciplinary actions that is a
combination of business, communication, English and journalism (Wood, 2015).
 Through various types of communication courses all the learners in the form of students or
workers are able to examine the theory of practice based on communication in different
contexts.
 This includes interaction in interpersonal ways, through organisation and with the help of
mass and media.
 It is different from strategic communication because it majorly focuses on critical and
analytical based thinking which involves practical knowledge, skills and contemporary form
of communication (Smarandache and Vlăduțescu, 2013). Business communication is mainly
provided to provide a better understanding of human communication. This also aids in
preparing students and other individuals for academic and professional level competencies.

CONT….
• In another way it can be defined as different types of activities that are not only limited to
strategic management such as planning in communication sector, relationship with media,
relationship with public and written form of communication (Smith, 2013)
• Depending upon the growth and development of companies it may or may not adopt all
these strategies but as Mark & Spencer company is one of the big retail company it can
engage its members in number of activities
• As it is very difficult to inculcate all the broad skills of communication, all the
professionals are at least equipped with basic skills so that they are able to work in the
company (Giambra and et.al, 2014).
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5. IMPORTANCE AND BENEFITS OF
COMMUNICATION PROCESS
There are various benefits and importance of communication process in Mark &
Spencer company. These are discussed below.
• Motivation: It is one of the best method to promote motivation within the
employees of Mark & Spencer company. It helps in clarifying and providing
information about the task which is to be done by all the employees in the
organisation (Langloi, 2013). They also helps in developing strategies if the
performance of workers in the organisation is decreasing.
• Source of Information: Sharing all the information within the company helps in
decision making process because it gives a broad idea about assessing alternative
options if certain option fails upon implementation.

Cont…
• Changes in attitude: It is very important to mould the behaviour and attitude of all the employees in a positive manner
because it affects company's image and reputation in direct or indirect manner (Coombs, 2014). A person who is well informed
about all duties and roles in the company will be incorporate positive behaviour as compared to individual who is not well
informed. There are different types of forms which can help in shaping individual's attitude in optimistic manner.
• Help in socializing: Communication is one of the most important way that promotes interaction between social groups so that
information is shared between different members. Communication plays a very important role because in today's advanced
world no one is able to survive without communication (Roman and et.al, 2013).
• Process of controlling: In all the organisation certain level of hierarchy is maintained that should be followed by all the
members of Mark & Spencer company. This helps in controlling the process of organisation and behaviour in appropriate
manner. To follow the process of company in appropriate manner it is very necessary to adhere to principles and guidelines
that are formulated by organisation (Knapp, Hall and Horgan, 2013). If any problem occurs they should communicate this to
their superiors and higher authority members so that they can rectify and sort the existing problem.
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6. TYPES OF COMMUNICATION
For different individuals various types of communication are used so that thoughts, ideas
and opinions are exchanged in a proper way (Dima and Vladutescu, 2013). The
effectiveness of communication solely depends on the type of communication which is
adopted by members of Mark & Spencer company. Mainly there are two types of
communication that can take place at workplace.
Formal mode of communication
• This mode of communication is generally in the form of different types of policies,
manuals, procedures meetings, conference and various reports (Smarandache and
Vlăduțescu, 2013).
• Formal meetings and conferences are arranged for internal and external stakeholder so that
the company is able to decide on various important matters and issues.
• Communication that is initiated with the help of formal channels is known as formal
communication (Locker and Kaczmarek, 2013).

Cont….
• If any type of information is to be circulated in the company or to other sources then this can be done
through formal mode of communication such as printing brochures, templates, memoranda and by
organising official meetings for all the members (Langloi, 2013).
• One of the most important advantage of formal communication is that it helps in fixing responsibility
and roles within the organisation.
• Further it also helps in maintaining relationship between different organisation by conducting official
meetings and conferences with the members.
• Apart from advantages there are certain disadvantages of formal communication which should not be
overlooked.
• It is generally time consuming and involves cost for designing and printing of various brochures,
memoranda, templates and rule books (Burgoon, Guerrero and Floyd, 2016).
• Sometimes it also leads to distortion of deals due to inappropriate communication.
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Cont….
• Communication which is not concerned about the business activities that are prevailing in
Mark & Spencer is known as informal mode of communication.
• Unlike formal mode of communication, this type of communication is not based on any
type of rules and regulations. It is strictly meant to establish social relationship between
different members of the organisation (Grunig, 2013).
• Communication is generally oral in case of informal interaction. Sometimes it is also
offered by a simple glance, happy gestures or smile to another person.
• Sometimes an organisation uses informal mode of communication to fortify various issues
which exists in formal mode of interaction.
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Cont…
• There are many advantages of informal communication. It helps in expressing needs of a
person in front of the organisation. It also assists in decision making and creating
awareness about what is going in and out of Mark & Spencer company (Wang, 2013).
• One of the most common disadvantage of informal communication is that the data that is
exchanged between different members can be unclear and controversial. This may lead to
development of rumours and deceptions which is not positive for company's reputation and
image.
• It is also very difficult to fix responsibility that is generated by the organisation, but in
spite of disadvantages it is very necessary to have both forms of communication process so
that working of company is not hampered (Locker and Kaczmarek, 2013).
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