Global communication is an operating in the telecommunication industry which provides communication solutions to customers worldwide but currently it is under tremendous pressure and uncertainty as the company is facing challenges pertaining to the rights of its stakeholders and increasing competition in the industry that has left GC behind other companies. This company is getting adversely affected by the over all situations to this extent that the share value of GC fell from $28 to $11 which is a huge blow to the shareholders of GC.
So it is high time that they need to take measures and some changes in the policies in order to counter the existing problems. This paper is going to discuss the aggressive approach that the management of GC plans to implement which the introduction of new services to the local and long distance customers, further more the company has planned out a strategy on developing cost cutting measures for the reduction of costs and improve profitability and growth and then do the marketing on a global scale in order to become a truly global firm. Situation Analysis Issue and Opportunity Identification
There are a lot of reasons for Global Communications standing in the market today, some of them are due to the external forces, over which the company had no control that is the strengthening of the cable company, however the company did not analyze the future trends in the market and the possibilities of growth and competition which lead to an extreme pressure on the company while some reasons were internal which they could have avoided through strategic planning and strong organizational policies. Broadly defined some of the major issues that GC faced are as follows which require some immediate action by the management:
1) To much competition in the external environment especially because of the emergence of cable companies which came up with distinct solutions related to television, phones and computers increased the pressure on firms such as Global communications, due to which the market share of GC is decreased in the industry. 2) Global communications operates in an industry which requires flexibility and quick adoption of technology advancements and if you fail to do so then even survival becomes and issue. This is what happened with Global communication it was not being as innovative as the other companies which lead to these problems.
3) The company has to deal with the plunging stock price from $28 to $11. This was as a result of intense competition. Shareholders also got worried due to the 60% reduction in the stock value and investments opportunities decreased for the company. 4) Another issue is the lay off of the employees and salary cuts while relocating, when relocation decision took place then there are several other issues that need to be dealt with it these are the relocation of the workforce or hiring newer ones from the local environment and so on.
5) The internal communication of the company is not very effective which leads to other problems and challenges within the internal environment since they are facing problems in delivering the information to the employees. The communication process of the company has been one way in this major decision of relocating. This means that GC was not able to win the workers confidence and support. The company was divided among the different stakeholders and their interests. 6) The management did not involve the workers union in the decision making of relocation due to which they are threatening to take some legal action against the company.
Not only this, this also leads to lack of motivation and dissatisfaction among the workers. 7) Employee morale is low because of the management’s way of working and dealing with their issues of interests and concern. This directly has an impact on the result and outcome of the firm. The company needs to address to all the issues in the best possible ways so that it has a positive impact on the organizational performance. Some of the opportunities that they have in hand are as follows:
1) The introduction of new services as addressed by the management of the company to cater to the consumer needs and small businesses , this is also beneficial from the growth perspective 2) Outsourcing of their call centers in places such as India and Ireland which are currently located in the United States will lead to lowering of costs 3) Growth in the international markets 4) Partnership with the wireless provider company this will provide connectivity and ease of access to the customers. 5) Develop and invest in the research and development
Stakeholder Perspectives/Ethical Dilemmas The negotiations between Global communication and the technologies Workers Union (TWU) is a proof that the company has learnt from its past experience and has decided to implement new ethical codes of decision making. The company plans on resolving them in the coming future and show that business ethics matter at all times. They need a team leader which they have in the form of Katrina who is the CEO; she will come up with relevant theories which will incline towards employee and the company’s benefit and protection.
She is well learned individual who is capable of revamping the organization and make it accountable in front of the senior Board. She has the leadership skills and ability to lead the company and implement an effective appraisal system and establish goals and set standards for the work, further more the decisions made will be made under consideration of the ethics of decision making. The core values of the business will be ingrained in the system which will focus of integrity and honesty. All the stakeholders are going to use the theories of ethics as a basis of guidance and reference. Problem Statement
Global communications wants to develop the business further into the global market share and stock value for the benefit of all the stakeholders of the company. Global communication is under similar situation like other telecommunication firms in the industry that is competition and pressure. Therefore they have to formulate adequate yet aggressive policies and plans in order to resolves key issues of the firm else even survival will become an issue for the company. However the management has come up with two broadly defined solutions to the company’s current situation that is relocation of the business and developing new services.
Along with this there is a lot that needs to be done within the firm to make it strong and integrated. Until the organizational goals, management and the employees are not focused and unified towards one direction and consistent then the long term value of the company can not be increased. Organizational communication Organizational communication is a key to organizations sustainability and grooming. Communication is the exchange of information and ideas that lead to better understanding and implementation of plan which further leads to outcome, results and organizational performance.
It can be in any form such as upward, downward or informal which is more like a casual communication way. The form of communication as organization is using depends on its culture and setup and varies from one place to another. However the idea is that the communication process should be clear, concise, and correct and the next person should understand its meaning and should be able to comprehend the message which can be checked after getting the appropriate feedback. Global communication has to work on its internal communication method because of its weaknesses and in ability to give results.
It has to strengthen it immediately, and take corrective measures in order to connect everybody in the organization and all the different stakeholders. The company has to address the problem of grapevine, the barriers to communication, the work place structure and the gap between the employees and the management communication which is leading resentment and dissatisfaction among them. The company at the moment needs satisfied and motivated employees which can help the company together to work towards strengthening its position in the industry.
The company can set benchmarks by setting the best practices of communication method whichever suits it but it should be a two way method. Benchmarking Benchmarking is the general principles set by the organization to address to key issues and is extremely valuable for the long term performance of the business. These are the points of orientation to which you can refer after completing a specific job area as it helps in analysis and measurement and also effective usage of resources. They set standards of performance.
Global communication also needs to set benchmarks for themselves in each department and system procedure of the company. By adopting this into all areas of business the company can give itself room for improvement and efficiency and it will lead to better understanding; the employees need to be trained with the best practice so that the new system can be in built in the organization’s system. Impact of risks and ethics on decision making Business ethics and conduct is an essential part of decision making. But it depends that how much consideration is given by each firm on its importance.
Research and study has shown that risk can have an influence on ethical decision making. The global business environment has got increased laws and regulations which can lead to organizational crisis. Unethical decisions can not damage the reputation of the company but also stop the people from consuming their products, the sales and profits go down. Therefore apart form the laws that govern the businesses to act in the company also have to do their job. The managers at GC have to see that the employees have a high moral ground; they are honest to their work, to the community and to the organization.
The manager should be aware of the possible risks and the holistic understanding of the external environment and the company’s social responsibility. The job of the management and the leaders in the company is to see that how this is made part of the value system of the company. In this way the individual employee will be able to control their own decisions and conduct and they will not be dependent on the managers and co- workers. To integrate this into the organizational constant vigilance and training of employees is required.
Managers also have a tough time in understanding the risks and business ethics. One way of doing this is to understand all the stakeholders who form the ethical issues and concerns and how is this important to the organizations decisions. Measures for performance evaluation The employees and the management of an organization are like partners, together they need to give their best for results and success. GC will set standards for the entire corporation and along with that an effective monitoring system, in the mean time there should be discussions regularly on the performance.
The managers need to plan an alternate plan of action in case of failure of the appraisal. It is not a one time process; it’s an ongoing thing that will go on, on a regular basis. It requires proper planning where the company goals are set and the role of each employee is described in detail to them ad to what is expected from them, the performance metrics are set and the employees are given training based on that. There will be a two way communication in this where the employee and the management will meet on regular basis and discuss the issues related to work and performance.
Feedback should be taken from the employees and their issues dealt with their involvement in it. The reason GC should invest so much time and effort in the performance evaluation is because it benefits the employees, the managers and the company as a whole. Employees know their contribution to the work and understand it and get the sense of responsibility since everything is so well explained to them so they know their job. Work is more organized and mangers spend more time in planning and managing rather than taking stress. The over all profitability of the company improves and so does the productivity.
Research and development Since it is operating in the telecommunication industry here technology changes occur rapidly. Therefore Global communication need to invest in this extensively and allocate separate budget for this in order to stay ahead of the market and come up with better solutions and improved quality for its customers. End-State Vision Global communication wants to see itself grow in the telecommunication industry and gain back more than what it had in this market previously. In order to achieve this goal the company wants to 1.
Set realistic, achievable and timely goals for the organization 2. Produce high quality solutions to the customers and service ands products that is way above their expectations 3. Produce a working environment that gives opportunities for continuous learning and growth. It wants to make Global communication as learning organization where innovations and best practices will be implemented and new methods of efficiency would be used and 4. Maximum utilization of company’s resources 5. Set standards for work and effective use of appraisal system 6.
Individual Goals should be aligned with the organizational goals 7. Take ethical issues and conduct in considering while decision making 8. Develop relations with other service providers Alternative Solutions 1. Global communication needs to work on strengthening its internal weaknesses and make them the company’s strengths. The other option that it has is to improve its external relations with other companies and rather than working individually it can work with other firms; GC can merge or collaborate with other company’s in the telecommunication industry.
In this way the competition will reduce. It will make the two firms more competitive and strong. Their market share will also increase when they join. When two firms merge they will be able to share the knowledge, expertise and technical facilities and capabilities of one another. This will help them in utilizing their resources in a combined and effective manner. The two firms can set organizational goals and work towards its accomplishment. 2. Another alternate the company has is to outsource the business to some other company in the industry however under global communications name.
Analysis of Alternative Solutions The solution to merge with some other company has been given the maximum weight because it seems appropriate under the current scenario, however there are different kind of problems when it comes to merger, such as if the management of the two firms do not agree on common terms and conflict of interest, goals an ideas can lead to organizational crisis. The other option is given less weight relatively because if the outsourced company fails to produce results then the name and image of Global communication will get damaged.
The share value can further depreciate of the company therefore there is high risk in both the scenarios and it only depends, it is on GC to se that whether they are merging with the right kind of company. For that proper investigation and study will take place, the company will have to find another company in the telecommunication industry that will be willing to merge with GC. Even while outsourcing the business the company will have to analyze whether they are giving it to reliable people and save hands, which would be able to do to justice to the deal. Optimal Solution The company will have to analyze its structure all over again.
Starting from the core activities, organizational structure, the values, traditions and working environment, lines of communication and authority they will have to find the flaws in the system before starting up any new venture and plan. After the flaws are found then planning need to done to overcome them and make Global Communication a better working place. The company will redefine its goals and communicate it to the employees. There will be effective lines of communication, benchmarking with the best in the industry and later the employees in the GC should be trained according to that.
The company will adopt an effective evaluation appraisal system and proper research and development department in order to stay innovative and competent. There will be monitoring system and the end results will be compared with the set goals. The corporate culture and decision making will be based on honesty, correctness, ethics and code of conduct. The new policies and strategies of the company will give special consideration to all the interests of all the stakeholders, employee’s welfare and involvement will be one of the priorities.
It is very necessary to keep a satisfied workforce as this will be reflected in the performance. Apart from that the company will invest in developing new products and services for the customers. Quality will be of high standards and the business will relocate in a country where all the infrastructure, resources and facilities are available however whatever the decision the company will take the labor union and all the important stakeholders will be involved in order to avoid any legal action or resentment among them. Implementation Plan
For the accomplishment of the long term objectives of the company there need to be an effective leadership which they have in the form of the CEO Katrina, she along with her co workers are going to make this plan successful. Katrina is going to lead them and each employee’s responsibility will be explained to them thoroughly. Every one will have to work as a team and view the organization as one unit where everyone should work for the company rather than indulge in fulfilling individual goals. This is going to be gradual procedure because integrating values and ethics and appraisal system and its results will take time.
All this will be reflected in the performance of the company and the decisions made by the management. Things would start to work by themselves and the lost place of GC will be regained. Evaluation of Results If the planned solution set is applied affectively into GC then soon there will be evident positive changes in the company. There will be set targets for the sales and costs and those will be compared with the end results, thus the end results measurements for the effectiveness of the plan is going to be quantitative as well as qualitative.
The quantitative ones will be to amylase the sales and costs results, the employee turnover rate, and the market share and so on where as the qualitative will be in the form of employee job satisfaction and the company’s image in the externally, the management system and the internal communication efficiency and so on. Conclusion Global communication has been facing challenges in the telecommunication industry due to which its stock value and market share was decreasing this lead the company to rethink its strategies and add something new into the company in order to make it compete with the other firms in the industry.
The company has plans to expand in the international markets and relocate in India and Ireland and introduce new products however first it needs to overcome the weaknesses in its internal structure that is the relations and interests within the different groups of stakeholders. This problem solution helped me to analyze the interpersonal relationship of different stakeholders and their impact on the company’s decisions and performance, the importance of ethics in decision making and the different roles played by each individual within an organization. References Abbatangelo-Gray, J.
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