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Stakeholders Of Marks And Spencer Commerce Essay

Marks and Spencer can be an international shop headquartered in London. It was formed in the year 1884 by Michael Markings and Thomas Spencer in partnership. It mainly specializes in cloth lines and top quality foods. The major products of the business are women's wear, children wear, sportswear, baby wear, perfumes and makeup products, food and beverages, kitchen appliances and etc. The brand has over 703 stores in UK and around 361 stores throughout the globe. The company registered an total annual turnover of Ј9, 934. 3 billion by the finish of yr 2011. The firm's revenue for the entire year 2012 was projected to be Ј489. 6 million (Aaker, 2007).

A wide selection of information is necessary by the main element stakeholder organizations, for case, customers want to know about the various products that the business is offering them, discount options available, information about the after sales services and etc.

Likewise, the shareholders are thinking about getting details regarding their dividends plus company's financial records (Kisielnicki, 2011).

Similarly, the community wants to know the operational design of the shop to ensure that it is not violating any legislations of the land like worker exploitation, any threat to the environment and etc.

Its competitors like Tesco, ASDA need to know about the sales amount of the company, its position on the market, to investigate their competitive placement.

Information required by stakeholders in different organizations

Monitoring and evaluation comprises of research and collection of data. All of the relevant gatherings at every level need information for his or her respective subjects. Task managers require information about the consequences of a particular project to plan control the assignments in a much better way. Nearly every organization publishes reviews to give information to its stakeholders (Lee-Kelley and Sankey, 2008).

Systems used for interacting with the Markings & Spencer stakeholders

In Grades & Spencer, communication is focused on the transmitting of information. The company has both inner as well as exterior communication. Internal communication prevails within the business of the retail giant, whereas external communication is present outside the limitations of business. Both internal and external marketing communications have observed great transformation owing to the rapid developments in communication and information technology. The company offers of:

An interconnected system of inner communication- inside network.

An e-commerce system for B2C connections.

An e-commerce system for B2B links.

When all these links are integrated with one another, a networked economy is created, which includes greatly increased the potential of the business to associate with its labor force, customers, suppliers and other stakeholders.

The inner communication, i. e. communication with employees, shareholders is carried out in three ways i. e. oral, written and electronic. Information is transmitted verbally via face to face interactions, speech mails and etc. Information is communicated in written form by issuing characters, memos, and annual reports. Electronic digital communication is quickly overtaking other styles. The business has integrated this technique in effectively. For example, the stock list is currently easily sent electronically from the supermarket to the primary office. Transmission of all documents also occurs via emails only (Article on the Business of Marks and Spencer, n. d).

Marks and Spencer communicates using its exterior stakeholders like customers, community, administration and etc. using external modes of communication. Its open public relation function is an instrument to effectively speak its nice image to the worried people. Websites, advertising, promotional promotions, business characters are some other methods by which the business communicates with its outside key stakeholders (Electronic Shareholder Communication, 2012).

Barriers in office communication

There are several barriers to effective communication in the business. A few of them are the following:

Inefficient hearing skills - Poor tuning in results from:

Passive and not active being attentive and involvement whenever a person is speaking.

No participation with the topic matter or your partner.

Material interruptions like excessive noise in the environment, bad network.

Disparity in the thoughts and opinions with the individual who is speaking, which results in psychologically shutting off the other person.

Biasness also creeps in, when a person chooses to hear only some part and ignore the remaining part (Perry, 2009).

Information overload

Receiving a message which has too much information also works as a barrier to effective communication. The recipient struggles to correctly interpret or decipher the information because of way too many facts. For instance, if the company has set up an advertisements regarding its new product or offer\, and too much information has been placed into it, then the customer will not be able to break down everything (4 Obstacles to Effective Communication & What to Do About Them, 2011).

Non-Verbal Gestures

At times, it might happen that just what a person is speaking is contradicted by his body gestures and gestures. At these times, the other person is likely to bear in mind what he observed and not what he heard.


Postulating virtually sabotages effective communication. For example, when the marketing mind of Markings & Spencer views that his subordinates are nodding, he assumes that they understand what he is seeking to convey, but the case may be totally contrary as well (4 Obstacles to Effective Communication & What to Do About Them, 2011).

Influence of culture and prices on communication

Every culture and every patterns involves the use of communication. Thus, communication can be reported to be a transmitting medium for the ideas and ideals of different culture. Personalities of individuals, their respective beliefs and understanding levels also impact communication (Hyde and Williamson, 2000).

Cultural Individualism-

Collectivism affects communication through ethnical norms and values which are beneath the wide culture. This straight impacts communication by way of the characteristics that an individual learns when he/she socializes. For example, the Americans display individualism, whereas, Asians display collectivism. As Markings & Spencer offers its products to both these locations, the cultural variations in the two areas are to be thoroughly considered and accordingly plan its communication strategies (Abubaker, n. d).

High as well as low context communication is adopted in every culture throughout the world. People pursuing collectivism culture use high framework communication while fostering group cohesion and communicate in a straightforward manner. People owned by individualistic culture use low context messages and connect within an indirect manner.

Cultures which can be of high uncertainty avoidance characteristics follow unambiguous traditions and norms to immediate behavior for all varieties of situations. On the other hand, civilizations with low uncertainty avoidance tendency are quite ambiguous and lack formal strictness. Face negotiation theory is a theory regarding the behavior and discussion in conflicting situations of individuals pursuing collectivism and individualism. This theory is very popular for cross culture communication (Stubbs, n. d).

Marks & Spencer provides whole lot of emphasis to social disparities and attempts to grasp plus eliminate all such spaces. A number of the initiatives started by the company are-

Cross Cultural publicity - THE BUSINESS sends its employees abroad for an absolute time period to acquaint them with other ethnicities. The employees stay there, work in other retail outlets of Markings & Spencer and find out about the cultures and values of that place (Alon, 2000).

Training and Workshops - The company provides training and conducts workshops to train its executives in handling of varied cultural issues and problems.

Hiring multinational and multi ethnical employees - The organizations aims at hiring people from different cultures and nationality to create a synthesis of various cultures.

Cognitive Dissonance -

This theory says that people are highly encouraged to avoid distinctions in ideas arising out ethnic disparities. People generally dismiss hearing perspectives that contradict their own, in order to avoid conflicts and disharmony (Morton, 2005).

The use of technology- how it fosters and hinders communication

It can be an obvious reality communication is the foundation of our population. The commencement of communication technology and its own several benefits has made the executing of business easier internationally.

Cost Savings- Cost benefits is the biggest good thing about the improvement of technology running a business communication. Activities that once engaged huge capital is now able to be finished off easily and in less time. For example, prior to the commencement of Voice of Internet Standard protocol technology, making a long distance call was too costly. But, due to VoIP and cellular cell phone technology making telephone calls has become really cheap. Similarly, earlier the only path to send characters from one place to another was to take the services of the messenger or postal service. The email, however, has removed the necessity to transport hard copies (Esmailzadeh, 2006).

Speed- The new technology has also increased the velocity at which business operations happen. This is especially beneficial to retail companies which have connection with suppliers in far-away locations. For instance, previously that they had to plan conferences for individuals who are in several locations. Now, they can contact one another, sitting at their respective places owing to the video conferencing techniques (Derr, 2002).

Hiring of Qualified employees- Several jobs that never existed before have now been created. Skilled experts must maintain, mount and operate new information and communication technology tools.

On the other side, the same technology can also act as an impediment to the business communication:

Impersonal Frame of mind - Employees might view electric communication as impersonal if they only receive announcements from professionals through email. It also creates misunderstandings as this involves more feedback in comparison to personal communication methods.

Security Issues - The brand new technology also boosts several security concerns. E-mail, texts and other website communication are often vulnerable to be hacked by code hackers or other individuals who should not have any rightful usage of information (Hoof and et. al. , 2005).

High technology Equipment Expenditure - THE BUSINESS must acquire new instruments to use business communication technology in its procedures. In addition, it requires hiring a person who is capable of handling maintenance issues. This is yet another cost to the business (Lumber, 2010).

Difficulty Training Employees - Retail companies face difficulty training employees about how exactly to use the most advanced technology. They may have a hard time making them understand the technology and how it work. The business might require shelling out a large sum of money on staff training (Miller, 2011).

The procedure of communication from sender to receiver:

Encoder: There must be a sender who wants s to connect the idea.

Message: A message can maintain various varieties verbal, non verbal, written, and digital.

Channel:Messages are conveyed through channels, with nonverbal & verbal sociable interactions like tv sets, telephone, meetings, meetings etc.

Decoder: A decoder is the individual who gets the concept from the sender and decodes it to get the true meaning.

Feedback: The receiver will give feedback according to his understanding of the message.

Context: Your situation through which your concept is sent is the context (Guffe and Loewy, 2010).

Recommendations for the improvement of the Marks & Spencer communication

To boost ethnic communication between superiors & subordinates, listed below are the actions that can be taken:

Implementation of more Intensive Information System: Technology takes on an essential role in the actions of business, It is therefore essential to increase the Information system of the organization by ensuring every one of the employees will be connected to the latest up to date communication system. Additionally it is significant to give attention to the various instruction and training techniques, where the recruits can apply for and get online class and workshops about different knowledge and skills, which is supportive to be able to fully encourage them to develop and improve, also leaders will have their thoughts about the demands and needs of the personnel, which will be helpful in the process of putting into action and planning programs and measures that will assist to enhance the motivation and soul of the personnel (Datamonitor Survey, 2011).

Focus more on the Culture influence on Communication: It is important for the company to stress on the variety of ethnicities, and exactly how it can influence their communication. Which means below talked about things can be done to enhance communication in social differences:

Cross cultural training

Intercultural management training

Translation services (Miller, 2011)

Measures that needs to be taken to have a highly effective Communication Plan

Minimizing obstacles to effective communication.

Rendering proper communication an integral part of the entire plan.

To draw out the untapped opportunities for superior communication, have effective systems in place.

Conduct an evaluation to judge the communication skills the store and discover areas which require polishing.

Regular provision for training employees in bettering their interpersonal skills communication skills and.

Employ team in charge of the overall Communication of the company.

Positive indicators that communication is more likely to be managed daily:

Visible activities & indicators

A culture that endorses direct yet non-threatening dialogue in social relations.

A culture that comprehends non-verbal marketing communications (Aaker, 2007).


Thus it could be concluded that information is required by all stakeholder sets of a business, though their information necessity varies. In Marks & Spencer both inner as well as external communication is accessible. Internal communication is out there within the business enterprise of the retail large, whereas external communication is present outside the restrictions of business. The business has an interconnected system of inner communication- inner network, an e-commerce system for B2C contacts and an e-commerce system for B2B associations. Markings & Spencer also gives a great deal of emphasis to social disparities and tries to grasp plus eliminate all such spaces (Alon, 2000).

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