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Currys and PC World is owned by Dixons Retail Plc and has 3 main aims and objectives listed below, along with a brief summary/decisions made to achieve them:

1. Drive a successful and sustainable business model in a multi-channel world: This aim is focusing on how the business can maintain and grow as the world changes; this includes working closely with suppliers, improving customer service and reducing costs.

2. Be a leader in each of the markets in which the Group operates: This aim is focusing on how the business can become a market leader and well known with its customers; overall to improve awareness of the brand.

3. Align the Group to leverage consistently pan-European scale and knowhow: This aim is focusing on how the business can improve on a European scale; this includes working with other European branches in improving store formats, layouts and sales techniques.

Source: dixonsretail.com/dixons/en/aboutus/strategy

Verbal Communication could be reasonably appropriate when following the strategy above and making decisions; however there are some disadvantages involved when using this method of communication:

Using verbal communication to work closer with suppliers could be beneficial for Currys as members of staff could make a telephone call or meet face to face with suppliers. This could overall improve the relationship between Currys and their suppliers, as using this method could be quicker and save time rather than communicating in writing. It also is more personal too compared to reading a letter or an email, as relationships can be built between members of staff as they get to know each other better on a face to face basis. This could be beneficial for Currys as they could negotiate a better deal with pricing and keep up to date with news; however this method of communication could also backfire if further problems arise as there is no physical evidence as proof. For example Currys may wish to take legal action with their suppliers following a mistake that was made, resulting in a loss of sales. However Currys would find this extremely difficult to prove if there was no physical evidence such as a letter or an agreement, if all communication was made on a verbal basis.

When it comes to improving customer service verbal communication could be very beneficial for Currys, as members of the sales department can use this method to speak directly to their customers and try to improve their shopping experience with the business. This could include meeting and greeting customers, asking if they require any help and general conversation. This method is also much quicker compared to writing to customers as some may not have the time to respond or even read the material. However as mentioned previously this could have the opposite effect, as customers may feel uncomfortable being approached and the verbal communication could be received in the wrong way e.g. being too pushy. This could then influence the customers’ purchase, as they are less likely to purchase a product or spend less time in store if they feel uncomfortable or on edge; overall resulting in a decrease of sales and possibly lead to further effects such as a decrease in profits and share value.

When it comes to reducing costs verbal communication can be effective to a certain point; for example the manager may speak to all employees and suggest ways to reduce costs e.g. put all packaging in the recycle bin, switch off lights when necessary etc. However this is only on a small scale, if Currys had strict instructions to reduce costs it is likely they would use written forms of communication to prevent any misunderstanding. This could include signage, memos on the display board and emails to senior members of staff; therefore verbal communication may not be effective with reducing costs due to reliability and the risk of misunderstanding instructions.

With the 2nd aim of becoming a market leader, verbal communication appears to...
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