Communication Processes in Tesco Plc - Case Study Example

?COMMUNICATION PROCESSES: TESCO PLC Introduction In 1924 Jack Cohen founded Tesco with its first store opening at Burnt Oak, London in 1929. Since them then Tesco has grown significantly and today is the leading food retailing company in Britain (Hammett and McMeikan, 2004). The long retailing experience within Tesco has enabled it to adopt and implement a unique and appropriate management approach and style. It is through this that the company has become one of the most competitive food retailers within Central Europe. The purpose of communication in Tesco is ensure that information is passed to its employees and the public in the most effective, convenient, efficient and timely manner. The effectiveness of communication within Tesco is demonstrated the Communications Strategy of the Year award which the company received in 2009 at the Employee Benefits Awards as revealed by Sudhaman (2009). Regardless of the effective communication processes within the company, improvements are required which would promote its competitiveness in the food retail market. Moreover the collection, storage and dissemination of information within the company would be improved to facilitate its business operations. P3.1 Process of Communication Advantages Disadvantages Telephone Greenbaum, Holden, Ellsworth and Spataro (2003) assert that the use of telephone communication within a company has an advantage of allowing it to be in constant contact with its branches Telephone communication is effective in passing short messages which would be achieved through text messaging to inform employees and customers on organizational programs and processes. Datamonitor (2011) reflects that the use of telephones in the communication processes within Tesco is characterized by disadvantages which emanate from poor networks especially for foreign branches Moreover, there is a disadvantage of misunderstanding of messages in the use of telephone communication processes Hammett and McMeikan (2004) further reveal that Tesco has been disadvantaged by the fat phone bills which result from the use of telephone communication in international communication among its branches E-mail The advantage of e-mail, systems in the communication process which motivate their application include their effectiveness in local and distant communication. Greenbaum, Holden, Ellsworth and Spataro (2003) reflect that a company would communicate internally within a local area network through sending emails or utilize wide area networks to send emails to its foreign employees and clients E-mail as a system of the communication process is disadvantageous due to the fact that the sender is not guaranteed that the receiver will read the message. Moreover, emails could be affected with the security and privacy issues which are related to the use of technology and the internet. Fax The use of fax in the process of communication within Tesco has been the most appropriate system in sending documents which have urgency (Sudhaman, 2009). Moreover, the company has utilized the advantages of faxes in sending contracts to its business partners The use of fax is not secure because once it is sent, the sender is not sure that the person reading it is the intended audience (Pomffyova, 2008). Moreover sending a large document through fax has barriers such as lack of enough papers at the receiving end leading to curtailed communication (Greenbaum, Holden, Ellsworth and Spataro, 2003). Meetings Sudhaman (2009) says that monthly staff meetings are held within Tesco as a way of communicating company issues such as strategic plans, programs, activities, roles and goals. Meetings are preferred by the company because of their effectiveness in discussing problems that the company would be facing with a view of sharing creative ideas of coming up with lasting solutions. Meetings are hard to achieve when members of staff are far apart because they depend on the availability of the staff members for effective communication in the meetings to be achieved. Meetings are usually held at specific periods such as monthly and therefore not effective in communicating urgent information P3.2 Appropriateness in communication within Tesco would be employed through the application of the right communications tools and mechanism for every kind of communication message. For example the company would implement advanced technology or internet networks such as websites for every department and one for the whole company to enhance interactive communication and exchange of information. This would be supported through design, adoption and implementation of communication policies and procedures. The support of the company management for communication would also lead to more appropriate communication. This is because the resources for improving communication within the company would be allocated when there is support of the management team. (Sudhaman, 2009) adds that training of employees on effective communication is an appropriate approach of improving the effectiveness of exchanging information within an organization. P.3.3 Hammett and McMeikan (2004) explain that technology through information systems enhances the efficiency of communication within an organization and coordinates is functional areas in an effective manner. The use of technological tools in Tesco will ensure that its departments are coordinated to the marketing function for effective online communication of promotional messages. Nino (2002) says that communication within an organization is an effective way of ensuring that marketing communication during promotion campaigns meets objectives. This is through passing the intended message and images to the consumers to inform and cause their interest and desire on the products and services of the company. For example the company will achieve this through teleconferencing and online communication of marketing messages and images on social networking sites. This will enable the marketing communication messages and images to reach a wider audience. Teleconferencing will help the company to achieve communication even through the individuals are not together. Sudhaman (2009) adds integrated communication should be used within Tesco PLC to enhance its reputation within the business environment and its market base which comprises of the company’s consumers. Technological applications are appropriate in the elimination of errors is within the communication process. Pomffyova (2008) further adds that an integrated computer driven communication enhances the process of managing the queries and complaints of customers. Therefore to improve communication within Tesco and ensure that its departments and branches are effectively coordinated, technological tools should be prioritized in the company’s communication mechanisms. P3.4 According to Nino (2002), effective communication is achieved through active listening. It is in this regard that I would practice active listening so that I would be an effective communicator. Through effective listening I would be able to understand what is said in order to construct the most relevant and accurate answer or argument within the communication process. Pomffyova (2008) argues that effective communicators understand their communication styles. Therefore I would endeavor to underrate my communication personality by inquiring from my peers on how they think I communicate. As a result I will use my communication style for effective interaction with others rather than adopting external styles of communication which would prohibit by expressiveness. The target date for achievement of this objective should be three months from the adoption of the communication applications. Analysis of the effectiveness of the communication process in meeting the goals of the company will be used to determine if goals are achieved. More importantly, I will focus on the use of both verbal and non verbal cues in my communication and interaction within the professional and social environments. Nino (2002) reflects that non verbal cues in communication such as facial expressions and gestures are very important in communication. In the light of this argument, I will endeavor at maintaining eye contact and a proper posture during my communication. This will enable me to pass the correct message to the listeners or audience of the messages which I communicate. Feedback is one of the most important elements of communication (Pomffyova, 2008). In this sense, I will improve my communication by giving feedback appropriately whether written on verbal. P4.1 Collection Reports provide the sources of information within Tesco’s functional areas (Hammett and McMeikan, 2004). Additionally, the company collects information on the food market from online sources and financial reports. The information is collected through tools such as computer application especially in the access of online information on the market base and the consumers of the company’s products. The type of information that is to be collected is on the finances of the company. Employee details are also collected. To ensure confidentiality of information, access to employee data will be limited through cryptographic tools on the company databases. In doing market research, the company employs research tools of information collection such as interviews, questionnaires, seminars and workshops. According to Holm (2006), the collection of information within an organization is achieved through various tools with an aim of accessing information resources such as informants, managers, departmental heads, reports, records, databases, project teams, minutes, memos, CD ROMs, notice boards, letters, online sources and management decisions Formatting In accordance to Holm (2006), information once collected is formatted into suitable forms to prepare it for dissemination to the intended audience. Within Tesco, information which is gathered from various sources is printed for dissemination. For example reports on market research are printed and presented to the stakeholders of the company for decision making. Additionally, the company formats its information and data into CDROMs so that it would be disseminated to its employees, marketers or consumers in electronic formats depending on their preferences. The use of CDROMs is motivated by the increased adoption and application of technology within business organizations. Moreover, Tesco formats its information into electronic formats such as PDF and presents this information within its website for downloading by the stakeholders. These formats have been appropriate in presenting the financial reports of the company to the investors during accounting reporting. Storage The information within Tesco is stored according to the format in which it is formatted into. Electronic formats are stored within the company’s databases, computer systems, hard drives and CDROMs. Print formats of information within the company are stored within files and cabinets (Holm, 2006). In order to facilitate the process of retrieval, the company uses management information systems for its electronic records. The paper based information materials are stored in classified files to enhance retrieval and use by the stakeholders and managers of the company for informed decision making. Dissemination Information within Tesco PLC is disseminated through the internet which allows users to access it from any place through the company’s website. Nino (2002) says that this form of dissemination is used in disseminating promotional images to the company’s consumers and potential markets. Internally the company disseminates information to its employees via memos, letters and notices (Sudhaman, 2009). More importantly, information within the company is disseminated during meetings. The media such as television and print media are used by the company to disseminate marketing information to the potential consumers. P4.3 Collection of information within the company can be improved through the design of information management policies and procedures which will provide standards for information collection. For example information security policies are to be designed and implemented within the company. These policies will define the allocation of resources for collection tools and processes in addition to ensuring that qualified staff is involved in the collection of information. The formats of the stored information within the organization should be based on ensuring compatibility with the computer systems within the organization. Storage within the company will be promoted through the use of electronic storage such as hard drives and CDROMs which store large amount of information within a small physical space. More significantly, the dissemination of information by the company should employ technological tools as the sole methods of dissemination so that the company would be able to adapt to the changes in technology within the business environment. P4.3 According to Holm (2006), access to information and knowledge should be designed in a way that it is efficient and timely. To improve access to information within an organization, an information system strategy is an effective approach for adoption and implementation. Furthermore, databases should be created within an organization to ensure that knowledge is well categorized and stored for access (Sudhaman, 2009). It is thus recommended for Tesco PLC to focus on information system strategy for improved access to information and knowledge by its employees and consumers. Application of an information system strategy can be enhanced through the use of database management systems for access to the knowledge within the company’s databases. Furthermore, the use of the internet technology and websites would be emphasized within Tesco as the most effective methodology for access of information by its consumers, especially promotional messages. References Datamonitor, 2011, “Tesco, PLC” SWOT Analysis, pp. 1-12 Felsted, A. 2011, Tesco to shake up domestic business, London (UK), United Kingdom, London (UK). Greenbaum, H.H., Holden, Ellsworth J. and Spataro, L. 2003, "Organizational Structure and Communication Processes: A Study of Change", Group and Organization Studies (pre-1986), vol. 8, no. 1, pp. 61 Hammett, S. and McMeikan, K. 2004, "Tesco - Competitive management development", Executive Development, vol. 7, no. 6, pp. 4 Holm, O. 2006, "Communication processes in critical systems: dialogues concerning communications", Marketing Intelligence and Planning, vol. 24, no. 5, pp. 493-504 Nino, D. 2002, Communication rules and processes of knowledge-sharing in a high technology organization, The University of Texas at Austin Pomffyova, M. 2008, "Optimizing of Communication Processes Management", E+M Ekonomie a Management, no. 4, pp. 144-155. Sudhaman, A. 2009, "How Tesco law will revolutionize PR", PR Week, pp. 20-21. Tesco PLC, 2011, 'Tesco PLC Case Study', Tesco Case Study: How Tesco Became the UK's Largest Retailer, pp. 1-13, Read More