London School of Science and Technology: Pearson BTEC Level 5 HND Diploma in Business

London School of Science
and Technology
Pearson BTEC Level 5 HND
MCKI
Diploma in Business
Unit 16: Managing Communications,
Knowledge and information
Assignment Title: Managing Communications,
Knowledge and information
Module Leader:
Patrick Justus
Internal Verifier:
Dr. George Panagiotou
Issued on:
30th January 2017
Deadline:
Submitted on: 12th May 2017
Student Name:
Student ID:
Campus: Alperton/Luton/Birmingham (delete as appropriate)
Pearson Registration Number:
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London School of Science & Technology
Introduction:
A company’s success is totally dependents on customers demand and requirements. This can
be fulfilled through an easy and fruitful communication and smooth information flow
between the company and its customers. This report will emphasise on the importance to
have efficient and authentic information for taking effective decisions and the significant
contribution of communication in maintaining a strong customer & community relationship.
In addition, communication process, liaison among the community and personal plan for
improving skills of a liaison trainee officer of Zara UK will also be examined.
1
Unit 16 - Managing Communication Knowledge and information –January 2017
Task One: Coherent Business Report

To,
Senior Management, Zara UK
Subject:Assessment of information and knowledge requires for ZaraUK market

penetration plan.
Dear Sir,
Authentic information and knowledge is inevitable for making an effective marketing plan as
well as for taking a right decision. This report will focus on assessing required information
and knowledge to ensure effective decision making and planning formulation, evaluating
external and internal information source and drawing justified recommendation for improving
management decision of Zara UK.
Discuss different decisions to be taken by the Zara senior management team for
this audacious plan to manifest [AC1.1].
Decision Making is the course of action that is chosen from a set of alternatives to achieve a
specific objective or goal. Right decision leads an organization to reach its desired gaol.
Adequate and authentic information and knowledge makes the decisions effective and paves
the way of fulfilling desired goal. Persons who are from different levels of management of an
organization are responsible for decision making(Brooke, 2008). In Zara different decisions
are taken by senior management team in the various levels of management.Level of
Management of Zara includes three levels such as- senior Management, middle Management,
junior Management
2
Figure 1: Level of Management, Source: (Simon, 1976)

Senior Management: It consists of chief executive or managing director, board of directors
of Zara who are entitled to make policies for managing and achieving goals of an enterprise.
(Simon, 1976)
Middle Management: Middle level of management includes of departmental heads such as

marketing manager, finance manager, sales manager etc. Of Zara who are responsible for
executing plans and policies made by the senior management and act as a bridge between top
level and lower level management.
Junior Management: This level consists of supervisors, clerk, foremen etc of Zara who are
responsible to perform the activities to implement the plans taken by the senior and middle
management (Bazerman, 2002).
Decisions Taken by Senior Management of Zara UK in Market Penetration Plan
Strategic Plan: Strategic plan is an essential plan for a company which is used to set
priorities, allocation and distribution of energy and resources to ensure proper execution and
coordination among different activities to achieve a specific goal. Senior management of Zara
UK need to assign its resources to explore the demands, choices, preferences, economic
condition, and social structure of the customers of UK to penetrate to the market successfully.
3
Sources of Finance: Finance is key resource of a company to implement its planning. Zara is
a renowned and financially strong company. It can use both the external and internal
resources. It may collect finance from selling share, taking loan from banks, its investment
fund.
Location: Location is a great factor to be a successful company. Zara usually selects the best
and most expensive location for its outlet. As UK is a developed country its customers has
higher purchasing capability and social status, Zara need to continue its tradition in case of
choosing the location.
UK Business Law: Business laws vary from country to country. A Company need to obey
the regional law where it is operating its operation. So Zara need to make a plan of
penetration after analysing the UK business law to finds out the given facilities and
restrictions.
Selection and Recruitment: Companies recruit its human resource to carry out their
functions according to its plan. To operate business in UK Zara can recruit the local people
for different division through an efficient selection process to implement its penetration plan
(Brooke, 2008).
Personal Development: Developing the skills and efficiency of the recruited personnel Zara
need to take training programs, workshops which will be conducted by the higher officials
and resource persons of Zara.
Strategy to Face BREXIT: UK as a member of European Union follows its policy, rules and
regulations. The policies and regulations can be changed as they cancelled their membership.
It may also affect the business laws and its economic conditions which can create threats or
opportunities for Zara. For formulating penetration planning Zara’s senior management need
to forecast the consequences of BREXIT.
4
Examine information and knowledge required to ensure that effective decision
taking is possible across board in Zara UK [AC1.2].
Information and Knowledge: Effective decisions are taken on the basis of authentic
information not on the basis of assumptions. Information is derived from data. Data is the raw
form when it is processed and made capable for using in decision making is become
information. From information when different ideas are generated then it is called knowledge.
Zara need to go through this process to get essential information and knowledge for making
their decisions effective.
Figure 2: Information and Knowledge Diagram, Source: (Bazerman, 2002)
5
Information Needed by Zara UK to Ensure Effective Decision in Penetration Plan
Strategic Information: Strategic information is the information which helps the company to
formulate a strategy for short or long time. Zara need strategic information for setting its
strategies and objectives of its penetration plan for UK market.
Tactical Information: Tactical information is the information that helps to implement the
strategies effectively. Zara need this information to implementation of its penetration
planning in UK market for achieving formulated strategies.
Operational Information: Operational information is the information which assists a

company to perform its functions in making decisions. Zara UK need this kind of information
as they need to take different types of decision in different level to implement its penetration
planning.
Knowledge Needed by Zara UK to Ensure Effective Decision Making in Penetration

Plan
Figure 3: Knowledge Types. Source: Slidesahre.com, 2016

Explicit Knowledge: It is articulated knowledge, expressed, and recorded as words,
numbers, codes that are tangible, visible and can be accessed by third persons. Zara needs
these kinds of information so that it can collect this shared information for formulating its
penetration planning.
6
Tacit Knowledge: Tacit knowledge is the kind of knowledge that is difficult to transfer to
another person by means of writing it down or verbalizing it. The resource persons hold these
kinds of information. Zara need this kind of information to formulate right strategy and
planning which help to achieve its objective.
7
Assess internal and external sources of information and understanding available
in Zara UK for decision making [AC1.3].
Internal Sources of Information: Internal source refers to those sources which is available
within the organization. (Brooke, 2008)These sources provide various documents which
provide different information. Periodic sales figures, financial statements, balance sheets,
personnel records, customer records etc. are internal information sources which are available
for Zara.
Assessment of Internal Sources of Information: For penetration marketing plan for

entering in the UK market Zara can get essential information from financial statements which
will provide with its financial strengths and weaknesses, customer records might help to
know the present trends of customers.
External Sources of Information: The sources outside the organization are the external
sources. Available external sources for Zara are Government websites, Trade/association,
journals and researches newspapers and magazines, multi-media
Assessment of External Sources of Information: In case of penetrating in a new market

external sources are more helpful. As Zara is going to enter in UK external sources such
government websites will provide its rule and regulations and its present economic
conditions, journals, newspapers and research papers will provide customer tradition, taste
and modern trends.
8
Justify your recommendations for improvement to the Zara UK management
team [AC1.4].
You will have to show the reasons along with the discussion of every point because question
has asked for the justification of your recommendations
New technology: Present era is based on modern technology. Which company is more
technologically advanced, is stronger today. Information flow among different parties is
inevitable to improve the efficiency and capability of management team of Zara UK. For this
reason Zara need to install new technology to set up advanced information system which will
ensure the regular flow of information.
Training & Motivation Programs: Training and motivation programs are also very
essential which will increase skill, efficiency and productivity of management team members
of Zara UK.
CPD and Performance Related Rewards: Generally a person gets motivated if he gets
recognition of his work which encourages him to improve more. Zara need to give
performance based awards to encourage the employees to make more improvements. This
can be done through CPD which is the act of recording the skills, knowledge and experience
gained from works.
9
Task Two: Portfolio
“Networking Strategy for the

launching T-Shirt in Kent, London”
Pre event agenda
By
XXXXXX
(Assistant Customer Service Manager)
Identify at least a minimum of four and maximum of six stakeholders that you
will invite for this important occasion [AC2.1].
Proposed Plan: In the real sense the Zara is run by the interests of different stakeholders
including individuals or groups. They have a great impact on Zara UK. For drawing attention
of the stakeholders Zara need to make a good contact with them which will ensure a
coordinated effective networking. There are the following stakeholders in Zara UK:
Internal and External Stakeholders: Internal stakeholders are Owners and shareholders
Managers Staff and employees. They make organizational policy and strategic decisions of
Zara UK. CEO and Board of Directors, Owners & shareholders, Managers, Staff and
employees are the example of internal stake holders.
External stakeholders are different parties outside the organization such as Customers
Suppliers, Government Community. Their bargaining power mainly influences the functions
and capability of Zara.
10
Internal Stakeholders
Board of
Managers Employees
Directors
External Stakeholder
Product
Customers Suppliers
Designer
Primary and Secondary Stakeholders: Primary stake holder’s areShareholders & investors,
employees, contractors, customers & suppliers. These stakeholders affect the internal
activities of Zara UK.
Secondary stakeholders are media, action groups, government agencies, trade unions,
regulatory authorities. Does not have much effect on Zara UK, but some of their rules should
be followed.
• Shareholders & investors

• contractors
• Employees
Primary • Customers
Stakeholders • Suppliers
• Media
• Action groups
• Government agencies
Secondary • Trade unions
Stakeholders • Regulatory authorities
11
Scope of the Event: The event will make a platform for Zara UK to interact with the
stakeholders and raising interests towards the company which will build a good network.
12
Make contacts with your proposed invitees using appropriate and cost effective
channels [AC2.2].
List of Available Communication Channel for Zara to communicate its various stakeholders
are the following:
Email: E-mail is one of the famous channels by which Zara communicate with its different
stakeholders.
Facebook: Widely used most famous social media is Facebook. Zara has its official
Facebook page which communicates its various products and offers with the customers.
Twitter: Twitter is another social media. Zara has also twitter page use as a channel of
communication.
13
Letter photo: Zara also sends letter to its special stakeholders to communicate with them.
Telephone: Zara also communicates its stakeholders over telephone.
Fax: It is another way of communication of Zara to communicate various stake holders.
Word of mouth: It is a powerful tool of communication. Company itself does not use it but
the customers who are satisfied by the products of Zara tell to other that the products of Zara
are standard.
Stakeholder Discussion about Networking Communication Channel Used
Employees By these channels Zara can Face-to-face, fax, email and

communicate many persons at a telephone.
time with least cost and can build
a up to date and easy
communicated networking
Managers Managers can internally Face-to-face, by email or by
communicate with each other as telephone.
well as top level management
which will create a good
networking
Suppliers Networking with suppliers is Website, face book, email,
very essential which can be phone and twitter
possible through these channels
14
Customers Customers are everything to a Telephone, face book, email,
company. Rapid communication phone, and twitter
with customers through these
channels build a good
networking with Zara
15
Involves those invitees you have contacted for this occasion ensure that their
interests are well represented throughout the occasion [AC2.3].
Agenda of the Programme
Agenda Time
The check in time for the launching program
starts from 3 hours of the main program, which is
Check in
5 p.m.
The audience will seat in the reserved places.

The front rows are reserved for CEO and
Board of Directors. The next four rows are
Seating
for media, managers and other internal staffs.
The rest seats are for other stakeholders and
general audiences(Fitzgerald, 2002)
A welcoming speech will be given to the
Welcome audience and men’s different clothes will be
introduced to them.
The designers will present the quality of
Presentation for Designer
fabrics, endurance of colour etc.
Different clothes will be placed in a certain place
Test Product so that audiences can wear for trial.
Audience will be provided with refreshments like

Refreshment snacks and drinks.
Question &Answer session will be organized to

Question and Answer Session answer the questions and queries of the audience.
16
Feedback Form:
Stakeholder Feedback Form
Of
Zara UK
Name of the Stakeholder (optional):
Email Address:
Experience of Testing the Product:
What will the future of the Product?
Was the product Attractive in design?
Was the quality fabrics and colour is at standard level?
Was the pricing reasonable?
Advice to for improving (optional):
17
Design all-inclusive strategy that will make the event more interesting and
memorable for all [2.4]
Strategy to make the event memorable: Everyone might not interest to come to the event
or they might not feel interesting it can spoil the event and lead to failure achieving desired
objectives.(Stallings and Van Slyke, 1998) For these reasons the following promotional
activities and offering gifts to the audience can make the event interesting:
agenda of activities Promotional activities to make Gift items to make more

more interesting interesting
Giving incentives Giving buy one get one offer, Arranging lottery with gifts,
Offering sample product various level of discounts, gifts for everyone who came to
Arranging a gorgeous cultural offering sample products for the events etc.
program trial use, offering snacks and
coffee or ice-cream
Zara can take the above promotional activities to make the event interesting to the
stakeholders.
18
Task 3: Coherent Business Report
To,
Senior Management, Zara UK
Subject: Report on robust communication channels for linking employers and local
community
Dear Sir,
As a liaison trainee manager, it is necessary to establish a robust communication channel for

linking employers and the local community. This report will focus on developing a robust
communication channel for linking employers and the local community for Zara UK.
Report on the existing communication structure and system in Zara UK [AC3.1].

In a general sense communication is the means of connecting people or places. In Business
communication is the main function of management which ensures connection among
different level of managements and departments. As accompany Zara UK also maintains
communication which is followed by a process. It includes some steps. Theseare described
below:
Figure 4: Communication Process, Source: cape-commstudies.blogspot.com, 2016
Source: Source is the sender from where the message is sent. Zara is the sender here. They
send messages to its stakeholders with a view to spreading information.
Message: message is the information that is sent towards for the receiver. Zara form a
message which includes what information they want to share or inform to its stakeholders.
Encode: Encoding is the process of transforming digital messages into analogue. Zara uses
email or others social media to send their messages which are encoded by their used devices
like mobiles or computers.
19
Channel: Channel is that which is responsible for the delivery of the chosen message form.
Zara use email and send it through internet which is working as a channel in this
communication process.
Decode: Decoding is the process of transforming the analogue message into digital messages.
Zara send encoded message and their stakeholders as a receiver get decoded message through
their electronic devices.
Receiver: It is the destination, to which the message was being sent. To whom Zara send its
messages is receiver such as suppliers, employees, managers, customers etc.
Feedback: The reply that the receiver gives to the sender. Zara not only send the messages
they also asked for feedbacks from their stakeholders.
Other types of communication used by Zara:
1. Verbal: Verbal communication is the communication where sounds and

languages are used to transmit the messages. Zara uses verbal communication
when they communicate with its employees, managers, suppliers and customers.
2. Nonverbal: Nonverbal communication is the communication between people

conveying their thoughts, feeling or ideas through physical gesture, posture and
facial expression. When the employees and managers of Zara UK communicate
with customers, they use nonverbal communication.
Organisational communication structure used by Zara
1. Formal communication: Formal communication is a system of passing messages

and information between positions within an organization through officially
designated channels. Zara uses formal communication. If foremen of Zara want to
send any message to CEO he has to go through manger of Zara.
2. Informal communication: this is personal conversation between two people. In

Zara its employees has personal relationship with each other. This kind of
communication does not maintain any formal channel of communication of Zara.
The communication of three level of management at Zara UK:
20
1. Downward Communication: Downward communication is the flow of information
and messages from top level management to lower level management inside an
organization. When information from managing director of Zara transfers to the staff
maintaining formal channel, it can be considered downward communication.
Figure 5: Downward Communication, Source: slidesahare.com,

2016
2. Upward Communication: Upward communication is the flow of information and

messages from lower level management to higher level management inside an
organization. When information fromstaff of Zara transfers to the managing director,
it can be considered upward communication.
Figure 6: Upward Communication, Source: bconsi.blogspot.com,

2016
3. Horizontal Communication: When communication occurs between the people of the

same level of management is called Horizontal communication. This communication
occurs in Zara when the manager of marketing department communicates or transmits
messages to the manager of sales department.
21
Figure: Horizontal Communication, Source: Robbins and Coulter, 2005
External communication methods of Zara: When Zara transmits its messages to

stakeholders outside the company via such media as telephone, television, radio, print and
digital tools, it will be called external communication.
Figure 6: External Communication, Source: Projectmanagementdoc.com, 2017
Internal communication methods of Zara:When messages are transmits between

employees or different departments of Zara are called internal communication.
22
Figure 6: Internal Communication, Source: Communicationtheory.org
23
Design appropriate methods to improve the overall communication systems in-

line with modern realities in the sector [AC3.2]
Proper, smooth and effective communication among the different parties of an organization is
the precondition of success of a company. As a famous company Zara need to develop an
effective communication system which will ensure the smooth flow of information.(Murphy
and Peck, 1976)How the overall communication systems of Zara in-line with modern realities
in the sector can be improved this discussed below:
 Use of modern technology/ Digital tools: Now a day’s communication system is totally
dependent on the use of modern technology and digital devices. The higher use of
advanced technology, the stronger the communication system which will ensure the
regular information flow. To develop overall communication system of Zara in-line with
modern realities in the sector, it needs to update its communication technology
continuously through using digital devices.
 Feedback system: Improvement in the products and functions of a business organization
mostly depend on the feedbacks of the ultimate consumers and the downstream supply
chain members. The problems faced by the customers while using the product, expected
benefits from the products can be collected through a updated and coordinated feedback
system. Not only the customers but also wholesalers and retailers give their feedbacks
regarding customer needs, problems and requirements which will help to improve
products and relationship with the customers. So Zara need to develop a updated and
coordinated feedback system to develop its overall communication systems.
24
Customer feedback form is designed below:
Customer Feedback Form

Of
Zara UK
 Name of the customer (optional):
 Email address:
 Name of the product and number of years of using the product:
 Problems faced in using the products:
1)............................
2).............................
3).............................
 More benefits that you want our product:
1)............................
2).............................
3).............................
 Experience of Using the Product: 1) Satisfactory, 2) Moderate, 3) Dissatisfactory,

 Advice to for improving (optional):
25
Implement plans that will guarantee better communication mediums between the
local community and Zara UK [AC3.3]
A local person of the location where business is situated has a great influence on the
success of the company. So Zara need implement its plans in such a way whichwill
guarantee better communication mediums between the local community and Zara UK.
The plans that are needed to be implemented for such communications are:
1. Regular town hall meetings: Meetings can be arranged monthly or quarterly in town
halls, where management of Zara will available in order to see and talk with local
community. They will share their views to the community and similarly will listen to
the views of the community. Cultural programs can be arranged with a view to develop
a cultural bonding besides gift exchange program can be arranged on occasions.
2. Local Medias— local media such as TV, Radios, local newspapers, magazines, Video
conferencing, chat rooms, intranet, extranet etc. have a great impact on the success of Zara.
Because the local Medias may broadcast or disclose news in favour of the Zara which will
works as publicity for the company. So Zara need to develop a good relationship with local
Medias so that they can communicate the local people properly through the Medias.
26
Create a personal plan to improve your own communication skills, as the newly
appointed community liaison trainee manager [AC3.4]
As a liaison manager, he needs to accomplish the task of maintaining a strong

relationship with community. Better communication skills help him to do so. A personal
plan for improving communication skill as a newly appointed community liaison trainee
manager is presented below:
SWOT Analysis as Community Liaison Trainee is described below(Stallings and Van Slyke,
1998):
Strengths Weaknesses Opportunities Threats
• As a local • having problem • Opportunity to • problems my

person dealing with explore new arise in serving
understand s rough people and the irritting
the mind set mentality • new business customers
and demand of people idea
the people
• can work under
pressure
All the Development Needs will be to Improve Communication Skills. See the Question. So,
Modify the Development Needs if Needed. And, Your Weakness and Opportunity May
include communication related skills.
Development Priorit Method of Target Evaluation

Cost
needs y delivery date method
Monitoring
Improvement Evaluation
and coaching
on analytical 1 April, 2017 N/A by mangers
by senior
skills at Zara UK
mangers
27
Off the job
IT training Level 4/5
Improvement
and technical achievement
on IT skills & 2 July,2017 $540
skills (certificate)
technical skills
training
course
Evaluation
Training with
Improve October, by senior
3 senior N/A
judgment 2017 management
management
and feedback
28
Task 4: PowerPoint Slides with Integrated Speaker Note
Welcome
to
Improve systems relating to information and
knowledge
Note:
Welcome to my presentation on improving systems
relating to information and knowledge of Zara UK
Contents
 LO1: Understand how to assess information and
knowledge needs.
 LO2: Be able to create strategies to increase
personal networking to widen involvement in the
decision making process
 LO3: Be able to develop communication processes
 LO4: Be able to improve systems relating to
information and knowledge
Note:
These are the contents which will be discussed today
29
Introduction
This presentation will focus on giving the idea of the
existing data collection, formatting, storage and
dissemination approaches, will identify necessary
changes to improve on the mediums in-line with the
new mandate in Zara UK and will Implement users-
friendly strategy that can improve access and usage of
systems in Zara
Note:
This presentation will focus on giving the idea of the existing data
collection, formatting, storage and dissemination approaches, will
identify necessary changes to improve on the mediums in-line with
the new mandate in Zara UK and will Implement users-friendly
strategy that can improve access and usage of systems in Zara
Report on the existing data collection, formatting, storage and dissemination

approaches in Zara UK [AC4.1].
Report on the existing data collection, formatting,

storage and dissemination approaches in Zara UK
Data collection: Data is collected through the

following ways:
 Customer records
 Survey
 Research conducted by outside firms
Note:
Zara UK collects their data from Customer
records, Survey, Research conducted by outside
firms
30
Continue….
Formatting: Data is formatted in the following
categories:
 Customer Name
 Birth date
 Age
 Address
 Phone number
Storage: Data is mainly stored in the main
customer data storage
Note:
Formatting: Collected data is formatted by Zara UK in
various categories such as- Customer Name-Birth date, Age,
Address, Phone number
Storage: Zara UK store their data in the main customer data storage
Continue….
Dissemination: Zara UK disseminate the data
to the public in the following way:
 In the form of broacher and magazine
 By Advertisements in television and social medias
 Publishing information in the newspapers
 Press release
Note:
Zara UK disseminate the data to the public In the form of
broacher and magazine, By Advertisements in television
and social medias, Publishing information in the
newspapers, Press release
31
Conduct necessary changes to improve on the above mediums in AC4.1, in-line
with your new mandate in Zara UK [AC4.2].
Conduct necessary changes to improve

on the above mediums in Zara UK
The necessary changes should be made on the
following mediums:
Data collection,
formatting,
storage and
Dissemination
Note:
The necessary changes should be made on the following mediums:
Data collection, formatting, storage and Dissemination
Data collection
Zara UK needs to update the data collection method

such as Customer records, Survey, Research conducted
by outside firms with modern technologies which will
improve the data collection medium
Note:
Zara UK needs to update the data collection method such as Customer
records, Survey, Research conducted by outside firms with modern
technologies which will improve the data collection medium
32
Formatting
For improving the Formatting of data collection it
needs to include some more categories:
 Color Preference
 Favorite types of dresses
 Expectations
Note:
For improving the Formatting of data collection it
needs to include some more categories: Color Preference ,
Favorite types of dresses ,Expectations
Storage
Zara UK can use Database Management System
(DBMS) as a storage . DBMS is the system that uses
software to create and manage databases. It provides
company the programs to create systematic ways, it
retrieves, manages data and it updates the data of
customers of Zara UK
Note:
Zara UK can use Database Management System (DBMS) as a
storage . DBMS is the system that uses software to create and
manage databases. It provides company the programs to create
systematic ways, it retrieves, manages data and it updates the data of
customers of Zara UK
33
Dissemination
Beside its traditional media Zara UK can

use FM Radio as a media of disseminating
its information to customers
Note:
Beside its traditional media Zara UK can use FM Radio as a
media of disseminating its information to customers
34
Implement users-friendly strategy that can improve access and usage of systems
in Zara UK [4.3].
Implement users-friendly strategy that can

improve access and usage of systems in Zara UK
Knowledge management systems refer to any

kind of IT system that stores and retrieves
knowledge, improve collaboration, locate
knowledge sources, capture and uses knowledge
Note:
Knowledge management systems refer to any kind of IT
system that stores and retrieves knowledge, improve
collaboration, locate knowledge sources, capture and uses
knowledge
Advantages of Knowledge management systems
 An improvements in the selling process of goods and

services
 Increase customer satisfaction
 An increase in quality of good and services
 Increase in business efficiency
Note:
Advantages of Knowledge management systems are An
improvements in the selling process of goods and services, Increase
customer satisfaction, An increase in quality of good and services,
Increase in business efficiency
35
Disadvantages of Knowledge management systems
 This system is complex and hard to understand for the

employees
 It is a costly system
 Companies often fail to keep to up with new technologies
that affect Knowledge management systems
Note:
Disadvantages of Knowledge management systems are -This
system is complex and hard to understand for the employees ,
It is a costly system , Companies often fail to keep to up with
new technologies that affect Knowledge management systems
Implement users-friendly strategy that can

improve access and usage of systems in Zara UK
User friendly system can be implemented by
Improving easy Access and Usages of the
Following accounts:
Customer Accounts
 Staff Accounts
Note:
User friendly system can be implemented if
customers and staffs can easily access and use their
accounts anytime from any place.
36
Conclusion
Knowledge and information system is very
much important for Zara UK to keep holding
the current position. If it properly collect,
format, store and disseminate required data
and bring some changes as per above
suggestion it will pave the way of Success of
Zara UK
Reference
 Bazerman, M. (2002).Judgment in managerial decision making. New York: Wiley.
 Brooke, P. (2008). Hiring and firing. Nursing Management (Springhouse), 39(9), pp.50-52.
 Business Communication Quarterly.(2009). Business Communication Quarterly, 72(2),
pp.145-145.
 Fitzgerald, S. (2002). Decision making. Oxford, U.K.: Capstone Pub.
 Murphy, H. and Peck, C. (1976).Effective business communications. New York: McGraw-
Hill.
 Laudon, K. and Laudon, J. (2004).Management information systems. Upper Saddle River,
N.J.: Prentice Hall.
 Richards, J., Hull, J., Proctor, S. and Richards, J. (1997).New interchange. Cambridge,
U.K.: Cambridge University Press.
 Robbins, S. and Coulter, M. (2005).Management. Upper Saddle River, NJ: Pearson
Prentice Hall.
 Simon, H. (1976). Administrative behavior. New York: Free Press.
 Stallings, W. and Van Slyke, R. (1998).Business data communications. Upper Saddle River,
 UK business objectives in computing, telecommunications and information policies.
(1987). Computer Law & Security Review, 3(2), pp.9-10
37
Thank You
Note: Thanks every one for your cordial co-operation
Conclusion: Information and communication both are inevitable part of an organization

and a company should be good at both in order to gain success. Then again a healthy
relationship must be maintained with the customers as well as community so that the
business operations can be run smoothly. All these can be done effectively if a company
has a strong database and skilful community liaison trainee manager. And if all of these
elements are mixed up together then a company can achieve success by making profits
and building up a strong customer community.
38
References and Bibliographies
Bazerman, M. (2002).Judgment in managerial decision making. New York: Wiley.
Brooke, P. (2008). Hiring and firing. Nursing Management (Springhouse), 39(9), pp.50-52.
Business Communication Quarterly.(2009). Business Communication Quarterly, 72(2),

pp.145-145.
Fitzgerald, S. (2002). Decision making. Oxford, U.K.: Capstone Pub.
Murphy, H. and Peck, C. (1976).Effective business communications. New York: McGraw-

Hill.
Laudon, K. and Laudon, J. (2004).Management information systems. Upper Saddle River,

Richards, J., Hull, J., Proctor, S. and Richards, J. (1997).New interchange. Cambridge, U.K.:
Cambridge University Press.
Robbins, S. and Coulter, M. (2005).Management. Upper Saddle River, NJ: Pearson Prentice
Hall.
Simon, H. (1976). Administrative behavior. New York: Free Press.
Stallings, W. and Van Slyke, R. (1998).Business data communications. Upper Saddle River,
UK business objectives in computing, telecommunications and information policies. (1987).

Computer Law & Security Review, 3(2), pp.9-10
39

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Instructions& Learner Declaration

Signature & Date:

Task One: Coherent Business Report

Senior Management, Zara UK

Subject:Assessment of information and knowledge requires for ZaraUK market

Figure 1: Level of Management, Source: (Simon, 1976)

Middle Management: Middle level of management includes of departmental heads such as

Decisions Taken by Senior Management of Zara UK in Market Penetration Plan

Figure 2: Information and Knowledge Diagram, Source: (Bazerman, 2002)

Operational Information: Operational information is the information which assists a

Knowledge Needed by Zara UK to Ensure Effective Decision Making in Penetration

Figure 3: Knowledge Types. Source: Slidesahre.com, 2016

Assessment of Internal Sources of Information: For penetration marketing plan for

Assessment of External Sources of Information: In case of penetrating in a new market

“Networking Strategy for the

(Assistant Customer Service Manager)

• Shareholders & investors

Telephone: Zara also communicates its stakeholders over telephone.

Fax: It is another way of communication of Zara to communicate various stake holders.

Stakeholder Discussion about Networking Communication Channel Used

Employees By these channels Zara can Face-to-face, fax, email and

The audience will seat in the reserved places.

Audience will be provided with refreshments like

Question &Answer session will be organized to

Stakeholder Feedback Form

Name of the Stakeholder (optional):

Experience of Testing the Product:

What will the future of the Product?

Was the product Attractive in design?

Was the quality fabrics and colour is at standard level?

Was the pricing reasonable?

Advice to for improving (optional):

agenda of activities Promotional activities to make Gift items to make more

Senior Management, Zara UK

As a liaison trainee manager, it is necessary to establish a robust communication channel for

Report on the existing communication structure and system in Zara UK [AC3.1].

Figure 4: Communication Process, Source: cape-commstudies.blogspot.com, 2016

Other types of communication used by Zara:

1. Verbal: Verbal communication is the communication where sounds and

2. Nonverbal: Nonverbal communication is the communication between people

Organisational communication structure used by Zara

1. Formal communication: Formal communication is a system of passing messages

2. Informal communication: this is personal conversation between two people. In

The communication of three level of management at Zara UK:

Figure 5: Downward Communication, Source: slidesahare.com,

2. Upward Communication: Upward communication is the flow of information and

Figure 6: Upward Communication, Source: bconsi.blogspot.com,

3. Horizontal Communication: When communication occurs between the people of the

Figure: Horizontal Communication, Source: Robbins and Coulter, 2005

External communication methods of Zara: When Zara transmits its messages to

Figure 6: External Communication, Source: Projectmanagementdoc.com, 2017

Internal communication methods of Zara:When messages are transmits between

Design appropriate methods to improve the overall communication systems in-

Customer feedback form is designed below:

Customer Feedback Form

 Experience of Using the Product: 1) Satisfactory, 2) Moderate, 3) Dissatisfactory,

As a liaison manager, he needs to accomplish the task of maintaining a strong

Strengths Weaknesses Opportunities Threats

• As a local • having problem • Opportunity to • problems my

Development Priorit Method of Target Evaluation

Report on the existing data collection, formatting, storage and dissemination