Buddong Systems Case Study
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Transcript of Buddong Systems Case Study
Executive Summary
The purpose of this report is to find out Buddong Systems’ communication problems, report the
result of the investigation and make recommendation to the Board of Directors so that they can
implement plans and improve the business communication and environment. It examined the
critical issue of business communication that included communication competence and
communication climate which both of them have big impact on achieving an effective
communication. Also the using of right languages and communication channel are elements that
will contribute to a good communication. Last, the morality of one is essential. This report found
out the new CEO Ken Young, although he is educated very well, he is lack of communicating skills. It
is suggested that he should hire a personal assistant or secretary to help him in communicate within
the company, also company should provide some communication courses as to increase the
awareness of communication since it could benefit the company runs more effectively.
Introduction
An effective communication within the company is essential in allowing the message being sent to
the receiver precisely. Ken Young was appointed to be the new CEO of Buddong Systems, before
and during the staff meeting there were some business communication issues occurred with the
Vice president & General Manager – Krik Johansen and managers that would cause the organization
to failure. This report is to discuss the problems have arise based on the current situation in the
company with relevant communication theories. Firstly, in terms of the organizational
communication, communication competence was not shown during the staff meeting. Furthermore,
Young’s choice of language and communication channel to convey message was not appropriate. In
order to increase in sales, there is a morale issue on Young asking the managers to promise and say
whatever the customer wants. At the end of the report, recommendation will be provided based on
the issues in this case in order to improve future communication and achieve an effective
communication.
Organizational Communication – Communication Climate
During the staff meeting, one of the managers Philip Wang has questioned about the possibility of
pushing their sales by 10% in the next quarter, Young has given an angry glare to him and answered
him in a furious tone even after Wang has corrected the words of asking him to a less direct way.
This might cause to a defensive communication climate that staff may find it hard to express their
real thoughts and lead to a low level of trust and morale. According to Smeltzer, Leonard & Hynes
continuous of critical errors occur in the communication, no matter how much trust both sides had
before, they may quickly change to a distrust and closed communication (Smeltzer, Leonard & Hynes,
2002). Thus that would make future communication more difficult, since a trusting and open
climate is critical to a positive communication climate, compare to Johansen has a more mature
approach to communicate with others manager.
Communication Competence
Communication competence is the ability to interact well with others (Spitzberg 1988, cited in Lane
2000). On an individual level, Young has a low communication competence because he did not
provide clear instruction to Johansen how the team can increase 10% of sale in next quarter, and
before he did not try to understand and listen to them why would that happen but just asked
Johansen and the managers to take action, he did not consider the team confidence is already low
and there has been resignation. In a group level, when Johansen asked the formed group from
different department to work together why the sales has keep dropping for the past two quarters,
however they could not find the reason because they all did not work as a group, those managers
only did their own thinking and not willing to communicate with each other, as a result they could
come up with a solution.
Communication Channel
Young chose to use email to communicate with Johansen about the poor sales performance, since
organizational culture will also affect how managers communicate. In this case, young’s
communication value was to use email to inform or request task to managers, where as, here using
oral communication is the norm. Hence Johansen has formed a project group of nine staff from
different functional departments to address the problem of slumping sales, he held a meeting to
gather them with a view to find out the reason behind the poor sales, his use of tone was
appropriate to the business situation and the request was clear to the receiver. Again when
Johansen asked for the updated with the team leader he chose face-to-face communication. In
using a oral communication, sender can get the feedback directly and also this is a richer form of
communication than written communication because the process in conveying message will have
tone, pitch, pace and rhythm that both parties can encode the message more correctly (Crossman,
Bordia & Mills, 2010, cited in MBC, 2011).
Choice of language - Informal
Johansen has shown an effective communication in interacting with others manager, which he used
a suitable tone, provided clear purpose, and received the instant feedback from them although the
result was not ideal. However Young has used informal language and racist language both in the
emails and in the staff meeting. First in the emails he sent to Johansen and his managers, he has
used slang in the emails such as heads will roll, tick tock and shape up or ship out. This is not a
suitable language to business communication with fellow mangers since informal language
sometimes may be rude or even offensive (Crossman, Bordia & Mills, 2010, cited in MBC, 2011). It
is suggested that in writing business communication require rather dignified and formal tone, at the
same time choosing of word should be given consideration, no expression that seem beneath the
dignity and try to write simple (Little, 1970).
Moreover, Young has been acting racist to the other 50 technical workers in the company. They
were not invited to the meeting because Young did not want to meet the technicians that most of
them are Asian immigrants and on a working visa, he explained that he found difficulties when
talking to them since when he asked them a questions, they would just smile and say nothing that he
found them sneaky. Young may have been stereotyping on the Asian technicians, since he did not
interact with another culture frequently which he may feel vulnerable due to uncertainty (Overton,
2008). Thus he may fail to account for real experience, individual variation and formed the basis
prejudice.
Morale
Young has sent email to Johansen and his division manager to increase in sales by promising and
telling the customers anything if they sign a contract, he even said he did not care how they do it, he
just want to see the 10% improvement. However, that was against morale and Johansen since he
has been instructed his team to be honest with the customers even after he said in the staff meeting
that the company came to represent fairness, honesty and integrity to the customers and employees
which is totally contradicted to what he did after he became the new CEO of Buddong Systems.
Conclusion
In conclusion, several communication issues have been addressed. Firstly, the sales team and Young
were low in communication competence, they only sent out the message that they want to convey
but did not try to communicate with each other. Also, his attitude towards manager’s question has
scared them and this could result in a low communication climate. Young has used informal
languages included slang in his email to the fellow manager, this may cause unsatisfactory to the
staff since they may find it rude and offensive. Moreover, he has been racist on those Asian
technicians that now they didn’t know what happened in the meeting and so no information will be
received but they are actually important to the company and their opinions are crucial to the
company.
Recommendation
According to the findings above, it is suggested that the new CEO Young should hire a personal
assistant or secretary to help him in daily communication perhaps he has a strong educational
background but he is lack of communication experience. Young should seen communication climate
as an important issue because if he wants others managers to give feedback and follow what he
requested, he should create an equally atmosphere for everyone to air out their opinion included
the technicians. And at the same time, company should provide some effective communication talk
or courses for the employees so that they can apply to their job. Also culture lesson should be
provided to everyone, let them understand each culture and maybe company could hire translator
so even Asian technicians can express their view directly to the CEO. In addition, staff should find
out why the sales performance is declining and in order to do that, they can start addressing
customer needs and expectations by giving them surveys (Dwyer, 2009). As a result, customer
feedback will be gathered and they can tackle the problems and implement solutions.