Internal Communication between Managers and Employees - Research Paper Example

The research study has been prepared in order to understand the internal communication between the managers and the employees. The focus of this study is to analyze on three main factors. The first factor deals with the steps that should be taken in order to increase the brand value of the organization. The second factor deals with the strategies that should be implemented for the expansion of the operational market of the organization. The third factor deals with the impact of the training program on the work force environment. The data has been collected by taking interviews of the business employers in Kentucky State. The study will be concluding with recommendations and conclusions for these employers that should be taken into consideration while dealing with the three factors. Purpose of the Study The purpose of this study is to analyze the internal communication between the managers and the employees in Kentucky and also analyze the following research questions: 1. What is an organization’s strategy to develop its own brand? 2. How does the organization expand the market of their goods? 3. How can training program affect a workforce environment? Methods and Procedures The procedure of collection of the data followed by its analysis and interpretation of the result while finding a solution to any research problem is known as the research philosophy (Tobin & Joseph, 2006). It mainly comprises of two approaches. One is the positivism and the other is interpretive. The positivist style gives establishing theory prior to the research conduct. This type of research can be carried out by means of experimental and descriptive research method. It is positively associated with the natural sciences. On the other hand, interpretive gives the establishing theory after conducting the research. The interpretive research model works on the basis of the human perceptions (Seale, 2012). It helps to understand mainly the non statistical variables like the human perceptions, their social behaviour, social motives etc (Spradley, 1979; Plummer, 1983). In this research, the interpretive research model have been chosen for finding out the internal communication between the managers and the employees, the strategy of the company in developing the brand and the expansion strategy of the company in marketing its products. The two main types of research strategies are qualitative and quantitative research strategies. Both qualitative and quantitative research strategies hold equal importance while finding a solution to any research problem. Quantitative research strategy involves various statistical calculations, different computational techniques and procedures (Kumar, 2011). It mainly considers close ended surveys (Ably, 2012). Qualitative research strategy is just the opposite of quantitative research strategy. It gives the description of the individuals in the natural situation and tries to find solutions to the research problems based on culture, social belief, human behaviour etc (Smartpsych, 2004). In this research problem, qualitative research method has been used for analyzing the internal communication between the managers and employees, the strategy of the company in developing the brand and the expansion strategy of the company in marketing its products. In this research strategy, both primary and secondary data collection method have been used. The primary data collection has been made by conducting the interview of the business owners and the managers of various local businesses in the Kentucky state. The secondary data collection is based on the materials gathered from the articles by using the library Website of Eastern Kentucky University. Analysis of Internal Communication between Managers and Employees in Kentucky The analysis of the internal communication between the managers and employees in Kentucky has been segmented into three different categories: a) The strategy implemented by the organizations for developing their own brand, b) The strategy developed by the organization for expansion of the market. c) The impact of the training programs on the workforce environment. Figure 1 The figure 1 shows the data that have been collected from the employers of various businesses in Kentucky State. The figure shows the strategies implemented by the organization to develop its own brand and reflects those points which they find very important. The employers find it important to educate the customers about respective company’s products, promote the products by means of various promotional strategies and also communicate to the employees about the details of the brand. This helps in building trust, increase of the product awareness and good after sales service. There are many marketing benefits in strategies which focus on educating the customers (Capon, 2009). The educational content which is placed online helps in making the brand much more visible to the customers. It helps to build trust in the customers. The more they will come to know about the products, the more they will trust the products and the businesses. The employers can boost better product awareness among the customers by means of educational approach instead of only selling approach. There are various means of educating these customers. They are social media, communicating through websites, sending mails, sending gift cards on various occasions etc. Among all these communicating through online website and social media are the most commonly used strategies for educating the customers about the products. Another important and effective way of developing the brand of the companies, which have been figured out from the participants of the interview, is the selection of an appropriate promotional strategy. Advertisement (as a promotional strategy) has a positive impact on the brand value of the companies. The role of the advertisement in building and increasing the brand value has been found to be very significant. The most widely used techniques of advertising are website advertisements, word of mouth for increasing the goodwill, Television and radio advertisements, Social media, news papers etc. The most commonly used procedures of promoting the company’s products are word of mouth from common people and television advertisements. The third strategy for increasing the brand value of the products, which have been pointed out by the employers of the companies, is communication in between the managers and the employees related to the brand. Without a clear communication existing between the managers and employees, the importance of the brand value of the company cannot be conveyed to the customers. Thus an effective communication between the managers and the employees help the companies achieve their goals and objectives in an indirect manner. The various ways of communication between the managers and their employees are: in a meeting where they can directly interact with each other, video conferencing and emails or website communication. Figure 2 Figure 2 shows the data which have been collected from the employers of the businesses in Kentucky State related to the strategies needed for expansion of the companies in their operational markets. The employers find it important to perform the product placement in a correct manner, identify the needs and demands of the customers and target the customer segment for expanding the operational market. It is very important to place that product in the market which is in high demand among the customers. Before placing the product in the market, it is very important to assess the needs and demands of the customers (Khalid, 2009). It is an important step in the focused marketing. It is very important for the employers to focus on the customer’s needs and demands, likes and dislikes if they want to make successful businesses. Understanding their needs and wants for a particular product or service is more important for the employers than passion for own products and services. Thus identification of the customer’s needs as well as their willingness for purchasing the products will play a crucial role in the achievement of success by the company. The employers have pointed out various ways of understanding the customer’s needs Targeting the market is also a necessary step taken by the customers. It involves targeting the market segment where the products are to be marketed. It decides the most potential customer segment where the company should focus. Targeting the market is equally important as placing the product and understanding the needs and demands of the customers. Most of the employers of the businesses in Kentucky State responded that they treat all the customers equally and do not focus on any particular customer segment. Some of them responded that they target women as their customer segment while placing any product in the market. Figure 3 Figure 3 represents the data which have been collected from the business employers in Kentucky State related to the impact of the training program on the work force environment. According to the respondents, the main effect of these training programs is creation of a positive work environment and improvement in the productivity related to an employee (Landy & Conte, 2009). The training programs increase the efficiency of the employees to work in an efficient manner. With the training, the employees gain confidence which is reflected in the output of the companies. This also helps in creating a positive work environment by training the employees according to the needs of the organizations. Most of the respondents have stated that there is 80 to 90 percent of success in the training programs for improving the performances of the companies. Some of them responded that there is 100 percent success in the training programs whereas some of the respondents also replied that there is a 50 percent chance of success by the training programs. Recommendation and Conclusion Figure 1: The brand awareness of different companies should be increased by a good communication between the managers and employees related to what is to be conveyed to the customers, educating the customers about the brand value and the quality of the products and adaption of appropriate promotional strategies for providing the information to the customers about the brand value of the companies. Figure 2: The expansion of the operational market of the companies can be done by performing the product placement in a correct manner, identifying the customer’s needs and demands and finally focusing on a particular target segment for marketing the product. Figure 3: There should be training programs for the employees so that the productivity and the performance of the companies increase and a positive work environment is created. References Alby, F. (2012). Methods of collecting data: Interviews and questionnaires in practice. Retrieved from http://www.egohid.eu/Documents/Methods%20of%20collecting%20data,%20interviews%20and%20questionnaires%20in%20practice%20%28Dr%20Alby%29.pdf Capon, N. (2009). Capons Marketing Framework. New York: Wessex Publishing. Khalid, S. (2009). Exploring firm level market knowledge competence and its implications for the speed and success of export expansion: A mixed methodology study from the software industry. Finland: University of Vaasa. Kumar, R. (2011). Research Methodology. New Delhi: APH Publishing. Landy, F. J., & Conte, J. M. (2009). Work in the 21st Century: An Introduction to Industrial and Organizational Psychology. New Jersey: John Wiley & Sons. Plummer, K. (1983). Documents of Life: An Introduction to the Problems and Literature of a Humanistic Method. Crows Nest, New South Wales: Allen & Unwin. Seale, C. (2012). Researching Society and Culture. London: SAGE. Spradley, J. P. (1979). The Ethnographic Interview. New York: Rinehart and Winston. Tobin, P., & Joseph, K. (2006). The Use of Stories and Storytelling as Knowledge Sharing Practices: A Case Study in the South African Mining Industry. Retrieved from http://upetd.up.ac.za/thesis/available/etd-07302006-065725/ Read More