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This is a case study of Human resource management regarding communication. (JUST DOWNLOAD n PLAY THE SLIDES IN SLIDE SHOW)
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Presentation by:
Amit (533)
Kritika (600)
Manjula (610)
Parmeet (634)
CASE STUDYHuman Resource Management
Orient Marketing Pvt. Ltdo This case study details the predicament faced by Nand Kumar, who
worked as a Marketing Manager in a consumer packaged goods company.
o Aggrieved at the cost-cutting measured introduced at the company, Kumar shot off an email to the CEO of the company. Now after receiving the response from the CEO, he wondered whether he had approached the issue in the right way.
Orient Marketing Pvt. Ltd A midsized company in the fast moving consumer goods industry.
•Beauty care
•Consumer Healthcare
•Packaged Food
•Household Cleaning
Robin Shah( CEO )
Part A
Orient Marketing Pvt. Ltd … Headquartered in New Delhi. It had
Operations all across India.
o Company also provided ample opportunities for employees to grow in the organization.
Nand Kumar
Marketing Manager
• Joined the company at entry level sales
position in the beauty care products.
• Been working for the company for 3 years.
• Is now a marketing manager looking after
New Delhi and the national capital region.
Kumar's Job Profile It involved extensive tours but he was also available at the
corporate headquarters for around 10 days in a month.
He was very hard working and performance oriented.
The sales growth in his region was 25% more for the last six months as compared to previous year.
The CEO, Robin Shah had taken note of his performance and also appreciated his efforts.
But one day… Kumar was quite contented in his job until he returned from
a hectic tour to see a new circular put up on the bulletin
board.
With the recessionary trend setting in, Orient like many
other companies announced some cost cutting measures.
The circular was sent to all the departments.
All the employees,
Orient marketing communication & services ltd.
New Delhi
CIRCULAR
8.4.2014
All the employees of the company are hereby informed that the following measures are being implemented due to
recession with immediate effect :
Local transportation has been indefinitely stopped. If any employee wish to avail of this facility, they can pay for the same at the rate of Rs. 5 per Km.
At the office canteen, food and beverages will be for sale, including tea, coffee, and cold drinks.
At the Mess, lunch coupon will be available at subsidized prices — Veg meals for Rs. 20 and Non-veg for Rs. 30, per coupon.
If there is a need to print or photocopy any documents, anything more than 5 pages is chargeable now. Per page printing cost would be Rs. 5 and photocopying would be Rs. 2,
For executives, in an emergency, only the lowest fare of the Economy Class Air are will be reimbursed. Otherwise, only II and III AC Train Fares will be paid.
The staff members are advised to strictly adhere to these measures and co6perate with the management.
Senior Manager- Operations
Kumar was livid after reading the circular.
Moreover, there were rumors floating around that the company was also contemplating putting on hold pay hikes and other benefits such as LTC. Why
should people like
me be affected?
Why should the
performers and
non-performers
be treated the
same way?Is there novalue for performers in this organization ?
The Decision… At last, Kumar decided to raise the
matter with Shah directly. He wanted to put across his grievance
to the CEO and also discuss a pay hike for himself.
o So, he walked into the CEO's office deep in thought.
Should I E-mail him ?Will he have
time to read it ?
shall I make
a phone call?
Or should I draft a request
application & put it on his
table?
What if he is in a
meeting?
The Decisiono Face-to-face interaction would be far better and more effective than all these alternatives
Face to face meeting it is.
o “Let's meet him,” Kumar thought.
o He signed the 'Appointment Requisition Form‘ and gave it to Shah's Personal Assistant.
Shah was surprised to know that Kumar had come to meet
him at his office.
Only the previous day, Kumar had briefed him about the
sales in his region on the phone and there did not seem to
be any decision that warranted this urgent meeting.Now, what does he want?
I am too busy today
If it's about the new circular, how do Irespond to him?
He does not usually rush into my office
with his problems
“Tell him to meet me tomorrow”, Shah said.
Part B
That night, Kumar felt very restless. The more he thought about
the content of the circular, the more aggrieved he felt. Moreover,
he could not visit the CEO the next day as he was planning to
take a day's casual leave to take his aunt to the doctor.
o At around 11 pm, he decided that he would put across his grievance
to Shah via email. He switched on his personal computer and wrote
the email thinking that his letter would set the tone for the meeting with
Shah.
Esteemed and dearest CEO sir,
I am regretting to inform you that things are very depressing to me. It is paining sincere people like me.
Please look at the performance of the individuals before you send such circulars.
Ever since I joined the company I worked very hard. You can see that employees hardly work sincerely,
nowadays. I travel day and night and meet many customers to promote our products. Many times, I don't
get time to have my dinner and lunch also. Last month, in my village… when my grand father was selling
the house… along with my sister-in-law... many people went to our village to buy... except me.
If you want to depress people who increase sales for the company, it is very difficult. Please take care! If
your company can't take care of us, we don't care for company also.
More over travelling by trains wasting my time. How to go by train? Schedule of the trains doesn‘t match
to our client. How do you expect me to go in time? Kindly, do something.
Any unpleasant notices will further depress us. So, need not be done. My only aunt is very sick… with
your permission… I am only the responsible person in the family... so I can take her to hospital… on
leave.
Please do the needful.
For your eyes only.
Yours most sincerely,
Nand Kumar
Marketing Manager
Orient Marketing Pvt. Ltd.
Meanwhile… Shah was working late at the office, taking a final look at the PowerPoint slides
that he was going to present before the board the following week when he
received the email from Kumar. He found it difficult to make sense of the note.
o Feeling irritated, he wondered… If this is the way he communicates
with me,how does he
communicate with the customers?
He immediately sent a memo to Kumar
From the CEO
To: Mr. Nand Kumar, marketing manager
Date : 9.4.14
Subject: Please learn the Principles of Business Writing
Please take care of the following before you write anything in business situations.
• Learn how to express assertiveness and proper questioning.
• Study the 7 Cs of communication and Principles of Business Writing.
• The 'subject' is a must for every correspondence.
• You should use vocabulary suitable for the situation.
• Punctuation has to be correctly used.
• Coherence and the order of paragraphs have to be maintained.
• There has to be a logical flow of points.
• The ending need not have ‘most' .
• The organization's name after your name is unnecessary.
• I hope these mistakes will not be repeated.
CEO
Kumar was surprised to get such a prompt reply from
Shah. But after reading the email he felt really
embarrassed.
He dropped the idea of meeting the CEO, thinking that this
was perhaps not the appropriate time to ask for a raise.
o He also brooded over ways in which he could have handled this whole issue better.
Maybe I should work on my
areas of improvement
first
Conclusion The case depicts the nature of the communication
methods adopted by Nand Kumar to his CEO, shah.
In our opinion, Kumar should not have handled the problem in an informal way. Even though his method was acceptable, his communication abilities in business writing were poor.
Kumar’s anger towards the “circular” was rational but it affected all the employees not just an individual. So, in our opinion approaching the CEO in such informal manner was irrational and unacceptable.
Thank you
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