Marks Spencer plc is a British isles retailer chain which specializes in reselling of clothing and luxury food products. It really is one of the leading stores of UK with 703 stores in the United Kingdom and almost 400 stores spread across more than 40 different countries. The brand is also recognized by the brands: Grades and Sparks, M&S, Marks's or maybe Marks. Its head office is within North wharf Street in Westminster city, London.
It made a reputation on the market by selling only English made goods. This plan started in the first 20th century. For this purpose it got into into long term relationships with British manufacturers. But in 2002 this coverage was discontinued and today its business plan focuses in becoming a truly multinational retailer chain.
M&S is a retailing company, in this business information and data move management is of vital importance. In 2002 M&S faced a great crisis. Declining market show and getting rid of customers were agendas which needed to be solved. Shareholders lost $2 billion and the brand value decreased. It was communicated with the stakeholders that the business intends to come back their loss. Media about the brand, being a supporter of Israeli and Jewish charity harmed its business. Many made a decision to boycott products sold by M&S. The circumstances kept getting harder for M&S. Therefore, M&S used pr tools to restore customer interactions. This needed effective communication and dispersing positive information about the brand. It publicized the factor that as a multinational brand it got to maintain strong trade associations with other countries. The fact that M&S source food product and clothing from Israel will not signify it source financial opportunities from Israel. And M&S sourced much larger amount of products from Arab countries than Israel. It retains only professional relationship with countries across the world. Showing such knowledge and information helped the brand recapture market stocks.
Communication is an activity which creates opportunity for exchanging knowledge and share viewpoints. Effective communication is a superb tool to affect people and trigger favorable patterns (Donnell Ruler, 2002).
Figure: The Communication Process. Source: (Donnell King, 2002).
Figure: New organisational thinking. Source: (Donnell Ruler, 2002)
Communication integrates new organizational thinking with goals of the business. Effective communication creates organizational environment where new technology and work routines are accepted properly (Friedman and Mls, 2006)
1) Information and knowledge communication within Marks & Spencer plc:
The primary goal of information and knowledge communication within Marks & Spencer is to increase sales and image of the brand. Open public relation is a tool to talk information with leads. Human tool management involves the inner communication process (Gupta, et al. , 2011).
Key information and knowledge requirements
Stakeholders are those groupings of individuals who are damaged by decisions made by the organization. Therefore primary, extra and key stakeholders require information and knowledge for making the right decisions and for investing their attempts in the organization. M&S operates in an environment which is varied and various types of stakeholders wish to know information about different matters which they think might have an impact on them over time.
Customers of M&S require information about the authenticity and quality of products. Customers require information about offers and new product information as well. At the first ages M&S began giving the cash backside offer if the customers were not satisfied with their products. This practice was a exceptional one on the market at that time. Such type of offers and discount and promotional activities need to be communicated with potential customers.
Employees need regular communication the most. Often you will see misinterpretation of strategies and bafflement all over. M&S considers determined employees as belongings. For managing millions of employees all over the world M&S uses different communicative press and tools. Employees of M&S require information about the firm's proper goals, employment strategies, repayment option, appraisal method and rules and regulations of the business. M&S makes its employees efficient by launching training programs for the coffee lover. It ensures employees have clear idea about what exactly is expected from them.
Suppliers need information about product requirements, delivery date, expected quality, credit terms etc. M&S handles long term profitable romantic relationships with local British isles suppliers. For this purpose they maintain regular connections with their suppliers. M&S emphasize on the fact that without effective communication using their suppliers it could lose its suppliers to competitors.
M&S helps their traders by providing them with current information. The company demands that it offers the actual news instead of creating a imitation image of wrong profitability. Investors require information about proper plans, financial plans, long term goals, policies, income and market show. M&S gathers information about the shareholders as well. Shareholders personal information help the organization keep an eye on them and evaluate the profitability of the trader.
Systems used for interacting information
Figure: United Communication. Source: (Friedman and Mls, 2006)
All those communication tools are used for internal and external communications by the brand.
M&S uses their website for providing information to stakeholders as well as its promotional activities. The web site provides information about the retailers of M&S. This helps consumers to determine convenient outlets. The web site also provides information about show prices and employment opportunity. Moreover it provides information to students for planning tasks as well as employment information.
Television advertisements are being used by M&S for interacting their brand value. These advertisements help M&S for launching services and reach a large crowd.
M&S uses mobile/cellphone communication to get hold of with the suppliers. Mobile communication is also used to see potential customers about offers.
It prepares studies for communicating with senior level professionals.
Memorandums are used by employees of the same branch to speak among themselves.
Word of mouth area is an activity via which employees talk and talk about information. Monitoring person to person is a superb way to collect information by higher authorities.
M&S online provides ongoing assistance. Suppliers and consumers can contact via the brand's online service.
Billboards are being used by M&S to talk to potential customers about its products. M&S signs or symptoms superstars like David Beckham to enhance connectivity with consumers.
Potential obstacles to Effective communication
Lack of planning before communicating caused M&S an enormous damage in the recent. Without proper planning communicated factors can be adversely interpreted.
Leaving opportunity for unclarified assumptions. This refers to connecting with consumers let's assume that they know about the merchandise. Advertising subject matter of M&S might not exactly be interpreted properly by leads for this reason barrier.
As a multinational brand M&S encounters semantic distortion. Exactly the same phrases or facts can be interpreted in a different way by people of different demographic region.
Use of high impersonal communication with consumers weakens the relationship with consumers.
Sharing too much information triggers information overload
Irregular staffs are also another barrier to effective communication as the miss out important info about M&S's communication ideas.
2) Factors that impact work area communication
2. 1) Effect of values and cultural factors
Storing diversified products of different cultures
Different methods in advertising
Using different words and approaches to communicate with employees of different nations
Selection of different convenient places for checking branches will depend on spending habits of individuals for the reason that culture.
2. 2) Uses of technology
M&S uses Enzyme Technology in production of textile materials. This technology ensures the toughness of product of M&S.
M&S uses radio regularity id tags (RFID) technology in 120 stores spread nationwide
Power use of M&S stores across the UK and Eire are supervised centrally. It's possible because of the innovative electricity conservation programmed unveiled by M&S
Uses an upgraded in store purchasing system
Uses "extranet" to exchange information with suppliers.
A large amount of M&S is put in for comprehensive use of technology
Disruption in internet and extranet systems credited to overall interruption of the system.
Lack of security and privateness issues while posting information
Technical problems of hardware operations
Ethical issues occur in using technology.
2. 3) Impact of insurance policies and procedures
Policies and methods form the entire communication network. Internal and exterior communication policies will vary atlanta divorce attorneys aspect. Internal communication is discussions that help M&S achieve its goals. Employees among themselves and with mature managers converse through memorandums, pagers, reviews and meetings. While conversing one get together of M&S delivers the communication other get together receives and respond to the message. It includes media for sharing information and responses for making decisions. Strategies are launched to deal with noise factors such as technical errors, perception dissimilarities and time issues (Armstrong et al. 2013). Thus guidelines and procedure affect the entire communication system of M&S.
3) Interpersonal Communication
visiting their outlets
speaking with employees
collecting and studying annual reports
Researching online about the brand.
For collecting information I needed to apply interpersonal communication skills.
3. 1) Performance of own communication skills
Initiating conversations with small talk
Using open ended questions while researching
Keeping in mind that conversation is always a two way move of speeches. So while collecting information I not only listened but also participated by reminding information I collected from internet research
Making eye-contact while talking
Showing empathy with loudspeaker while communicating
Disagreeing agreeably by showing value to other party's ideas
3. 2) Ideas of interpersonal communication
The research of M&S produced from "Uncertainty decrease theory". Personal communication was necessary for reducing authenticity lacking of extra information. The "Social exchange theory" helped me exchange views with others properly. People looked like reluctant to talk about certain information they regarded as personal. Community exchange theory considers this factor and by applying this theory I ready appropriate questions for attaining information from individuals. "Coordinated management of signifying" theory helped in building perception while making a dialogue. Constitutive and regulative tools are two the different parts of this theory. While collecting information coordinated management theory helped in building shared understanding. RDT (Relational dialectics theory) helped me to reduce tensions occurring due to opposing tendencies while communicating.
3. 3) Feedback from Others
I received positive responses from potential clients as well as personnel of M&S while collecting information. None of the people shut me down rather they were wanting to share information with me. Senior managers of the shops found my questions very thoughtful. While collecting information I kept in mind personal information issues and averted asking offensive questions. I attempted not only to pay attention to the answers but also to induce emotional factors to be able to gain more information.
3. 4) Programs for increasing communication skills
Improving verbal communication
Improving body postures while conversing by practicing in front of the mirror
Improving comprehending potential by hearing audio details then to write brief synopsis.
Practicing to talk with more assurance as well as positive cosmetic expressions while communicating
Reviewing communication within M&S
Reviewing communication within M&S is performed by
4. 1) Communication Audit
M&S is committed to talk the right thing to the right party at the right time.
M&S can be applied SWOT analysis to get rid of threats and weaknesses of the entire communication system
M&S preserves after sales communicative relations with consumers to create strong customer relationship
So significantly M&S keeps proper communication with various people.
M&S was awarded responsible dealer of the year (2012) at the function of World retail awards. This shows the determination of M&S in communicating properly with stakeholders.
4. 2) Applying Theories of organizational communication
Structurational theory is applied to form the communicative framework of M&S
Organizational control theory can be used to control the overall flow of information sharing
M&S uses enactment theory for creating opportunity and software of communication
Sense making theory is employed to create significant internal and exterior communication
Contingency theories are used to control influence of inner and external factors in the communication process.
4. 3) Plan for improving workplace communication
M&S blueprints for improving work place communication by increasing investment in communication technology. The brand projects to create new ways of upward and horizontal communication locally as well as nationally. It plans to train employees more effectively so that employees may take part in enhancing the communication channels. It plans to work with stakeholder feedbacks for improving place of work communication.
4. 4) Steps for evaluation
A year-end summary
Monthly statement about progress
Briefings of older executives
The important things for evaluating is remember the actual fact that communication work are interdependent.
In the end it could be said that controlling communication attempts for a global brand like M&S is a difficult and challenging task. However, the essential rules for communication remains unchanged. Progressive ideas and technologies help to channel proper communication and finally the firm gains competitive advantages.
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