UNIT 4
P1
In this report, I will be explaining the types of information used in Tesco chosen
from 5 categories which include written, verbal, onscreen, web based and
multimedia business information, their sources and purposes.
Verbal information is the best way to communicate however not often the
most efficient, this information is immediate and can solve most problems.
This is the sharing of information between individuals by using speech. This is 2
way communications as the receiver can respond to the message, this will
allow confirmation that the message has been understood and received.
Tesco’s employees use this information to talk to customers as this is the best
a quickest way to communicate to customers. Tesco’s employees use this to
help customers find a product or service which they are having trouble with
and give them the best guidance to help them by speaking to them in person.
The purpose of verbal information is to provide strategic directions, to give
instructions and to promote an idea product or service. This is to make sure
customers are satisfied with the products which they are buying. The source of
information came from the HR department as they need to train their
employees how to give customers the best service as they can through verbally
communicating to fix the problems. HR department do this as they want to
make sure that customers feel welcome and treated with respect so they shop
at Tesco again rather than a competitor.
Written information can come from diagrams, in words, charts and graphs.
This can come from a range of sources example newspapers, trade journals,
government publication and books. An example of how Tesco use this type of
information is when Tesco reply to an applicant letter for a job, this may lead in
the applicant having an interview if accepted by Tesco. The purpose of written
information is to make sure that they are addressing a person formally, written
information could also be used to inform the public and Tesco’s employees of
information they will need to know for the future. The source of written
information is commonly taught by store manager, as they want to make sure
they are employing the right person for the job, the manager usually wants the
written information to have some context from books and newspapers giving
valid reasons. The director of customer service is the source of information as
they are the ones who teach recruitment what they should write when
customers have problems with products, if written to Tesco’s customer service
team must know the appropriate actions to undertake e.g. replying giving a
,replacement and apologising for the inconvenience from a possible faulty
product.
On screen information is the information which can be seen in multimedia
television and CD – Roms that combine animation, video, audio and graphics,
this information is produced on-screen. Tesco use on screen information to
advertise a product/ service they have to get people to buy their products, this
is effective as majority of people in the 21st century watch television every day
meaning they are more likely to come across the advertisement. The purpose
of on screen information for Tesco is to make people more aware to Tesco for
them to go instore and buy their products this can be done through
promotions and sales which will create more potential customers and long
term increase revenue. Stakeholders are the main source of information as
they are the ones who have an interest in Tesco, from this the director of
marketing sees what the public like and advertise their products on screen
meaning millions can see the products being advertised across the UK.
Multi-media information is the multiple forms of media which have been
integrated together. The types of media include graphics, text animation,
audio, data, video etc. An example of where Tesco may use this is when Tesco
want their customers to know what promotions are being offered on their
products, this can be done through television advertisement which can be
through their and other multimedia websites. They offer services and products
which are currently in the organisation then use multimedia platforms to
showcase this through tablets, televisions and smartphones. They do this to
increase the level of exposure their campaign has to potential customers. The
purpose of this information is to communicate sales promotions as Tesco want
to maximise their sales and make generate more revenue through more
potential customers using Multi-media through e.g. smartphones. Similarly to
onscreen information stakeholders are the main source of information as they
are the ones who have an interest in Tesco, from this the director of marketing
sees what the public like and advertise their products on screen meaning
millions can see the products being advertised across the UK this can be
accessed through smartphones and tablets new 21st century gadgets which
millions use on a day to day basis.
Web based information essentially displays many benefits of multimedia
technology. The 21st century fast broadband speed allows stream sophisticated
content to a computer anywhere, the means they it can be accessed from
anywhere around the world commonly used by smartphones. Tesco uses this
information to inform customers through advertising special offers on their
website e.g. Facebook. Tesco also have pop up ads which will appear on many
websites this will make more people aware of Tesco and get more people to
,buy their products. The propose of this information is to notify customers
across the world using multimedia technology what Tesco have to offer and he
promotions they have e.g. season promotions such as strawberries this will
attract attention from the public hence Tesco increasing their sales. The source
of this information is from director of marketing, the information which they
have learned from the director can lead to Tesco’s advertisement across all
social media e.g. Instagram. The director of marketing tells assistants and the
assistants help the trainees, this is effective as it doesn’t cost much money
however wastes quite a lot of time.
M1
Tesco’s aim is to stay as the leading retail supermarket and provide good
quality services this could be through their home delivery service and also
products at a low cost so they are cheaper than their competitors, they will
reach this aim through the objectives which will make the a better
supermarket retailer, another aim of Tesco is to increase their profit. Tesco’s
mission statement is interrelated and state what an organisation is looking to
achieve compared to the strategies and tactics shows how it will achieve them.
‘We make what matters better, together’, Tesco want to create value for
customers to earn their lifetime loyalty, as customer want quality good at a
low cost they use loyalty cards to protect their brand image and create a better
relationship between the customer and organisation as customers will get
discounts off products depending on how much they spend and Tesco have
loyal customer, which are less likely to buy from competitors. Tesco’s aim is to
increase profit by 10% and the cascading objectives will help them meet this as
it is essentially SMART objectives. Strategic planning helps Tesco meet their
aims and objectives, as strategic planning is essentially the coming together of
the businesses major decision this is through makers who create important
future plans for the business which can include senior managers and
shareholders. Strategic planning helps Tesco’s co-operate objective as making
sure that their mission should take them 10 years which is long term, this will
make Tesco more organised at which will brings together major decisions in
the business that impact on the duration of when they meet there objective.
By having objectives such as by reaching a profit goal for each month will help
contribute over a period of time to meet their objective of reducing products
by 5% when paying £30+ on the Tesco website. This impact on the functional
areas of Tesco which is split up into multiple departments such as finance
which focuses on how Tesco use the money. This will be broken down into
separate teams such as for marketing a sales team and a promotional team
compared to finance department which I accounting team and cost and
, budget, having this makes Tesco more organised and makes it easier for them
reaching their aim through objectives. Teams will then usually set out
objectives for individuals which they have to comply by such as being friendly
to customers, helping them when in need. By doing this it makes the customer
safe and satisfied through Tesco’s service making them more likely to having
new potential customers making it easier to reach their aim of 10% increase in
profit. Tesco’s individual objective would be to increase sales from customers
by 3% and in the next 2 years by 5%, this is because Tesco want maximise their
profit making them closer to their end aim of being the leading market retailer
in the UK, they can influence customers what products to buy at which they
will spend more money leaving Tesco with a higher revenue. The key to this
process is putting in place performance procedures to measure the success of
the plan.
The first advantage of using this method to communicate strategic direction is
that it has a structure way you can pass down aims and objectives to everyone;
this allows everyone in Tesco to know their role in the organisation hence
making it easier to complete tasks and meet deadlines. The second advantage
of using this method to communicate strategic direction is that it follows a
chain of command; this is very beneficial as it makes sure that everyone is
involved in decision making. This makes everyone in the organisation feel
respected at which gives them confidence and leading to Tesco performing
better. The first disadvantage of using this method to communicate strategic
direction is that the message can get lost in translation; this is because
messages passed down may not be accurate from the original message which
has been sent out due to how large their structure is. The second disadvantage
of using this method to communicate strategic direction is that it takes longer
for information to go down the structure; this is to prevent meetings as that
could be expensive and go into the profits which Tesco have made.
The sources they are likely to use to create these methods are Feedback to
customers as Tesco want to know what the public think about the decisions
they have made and how they can make better decision to improve Tesco. The
second source would be through market share data. The third source would be
through competitors as Tesco would want to see through the market share
data. The penultimate source would be the economy in the future; through
possible rise of inflation or if Brexit decision will have an impact on Tesco and
also recession. The last source that Tesco are likely to use is newspaper
articles.
Tesco could communicate internally to update staff knowledge or training
courses through written information such as emails and staff notice boards,
this is because this gives instructions to update staff rather than using 2 way
