Goal Achievements of Cherie Cosmetics - Case Study Example

Case Study of Cherie Cosmetics Ltd Elegante Division Introduction Management is an important function towards setting and achieving of company goals and objectives. A highly effective work and productive workforce that is dedicated to achieving the vision and mission of the company, at the same, often characterize effective management; managers who have excellent communication skills as well as ability to motivate people head it. Human capital will always remain to be the most effective and esteemed resources of the company in achieving its set objectives. In order to have a productive workforce, it is a requirement for a company’s top level management to put into place reliable systems that can effective coordinate communication process and other important aspects of management. The communication function of effective management is responsible for creating reliable communication channels as well as structures that can be followed by all company workers. It is important to understand that all branch managers in a large company work towards a similar goal, that of success and increase of market share, for this reason, there is a need for collaboration and consultations among the managers. However, it is important that all these consultations and collaborations have to follow certain laid down procedures to avoid conflict of interest and the need to outdo each other at the expense of company goals and objectives and the spirit of good governance. Effective communication in management Communication is an important function of any business activity, it ensures that directives are set effectively and implemented by company workers (Kuhn 2005). Effective communication has been the chief cornerstone of any development in any organisation; in fact, it is what enables company and organizational managers to carry out their basic functions and duties in the organisation. Communication skills, whether formal or informal have always been cited as the basis for the success of any business activity (Cheney 2007). Systems that do not have poor communication mechanisms often end up having misplaced priorities with people doing what they feel is pleasant to them and not what is stipulated in the company’s effective practice. The case of Cherie Cosmetics Ltd – Elegante Division The problems affecting the management function at Cherie Cosmetics Limited can be traced down to a breakdown in the communication process. In the first place, the company’s vice president has not taken steps to address the challenges and bring about sound management systems and communication in the company. There appears that some managers like Heather have the passion of working in this company and look forward to seeing the company succeed and become the market leader in this business. Heather, the manager of Elegante branch had proposed a new approach to improving company performance, there was the need for all other company managers to take part in a completely new model that had been decided by Heather. Communication failure and breakdown started from this point, in a bid to improve the process of communication and company effectiveness, the vice president of the company, Bob Shaw, hired a new operations manager, Sandra Mirano. The relationship between Sandra Mirano, the new product coordinator, and Heather continued to deteriorate, this was hastened by difficulties in coordinating tester units that were necessary before the company could dispatch its goods to the market for sale. Sandra Mirano was the junior employee to heather, in actual sense, there was supposed to be effective upward and downward communication, something that would have had positive impacts on the company’s sales force and general effectiveness. Ineffective channels of communication The problems at Cherie Canada Limited and Elegante division to be specific can be said to have happened because of a breakdown in communication between the managers. In the first place, Bob Shaw, the company’s vice president, realizing that there were problems of communication would have created time to address the challenge with his managers. This would have involved calling them to a caucus and letting them air their views and sentiments about various company practices and communication failures among other challenges. The process of problem solving in any company begins with people being given time to air their views and issues that they think are hampering effective company practices. As a good manager, Bob would not have gone ahead to hire Sandra Mirano in the hope of mending a problem that was first deteriorating and effective overall productivity at the company. This is the reason why, instead of being a solution, the hiring of Sandra became another source of conflict between Heather and Sandra, deteriorating a case that would have been effectively handled by the company’s vice president and line managers. In general, channels of communication in a company should act to cater for the communicational needs of all company staff, it should provide systems for channeling to senior level managers in terms of feedback, and directives to the juniors and subordinates from the top-level management. Heathers Reactions Heather, being senior to Dennis and Sandra became frustrated because of the inefficiency that she was witnessing Dennis, the purchasing manager. The success of the strategies and systems that she had proposed was going to be successful if her junior managers were going to be cooperative in execution of the proposed actions. It is important to understand that Heather, like any other company manager, feels motivated and appreciated if her initiatives towards contributing to the company’s succeed are upheld. Heather can be seen to have made good attempts in seeking the cause for the delay of testing units from the company’s purchasing manager, protocol in effective communication requires that information from top managers descents down to junior managers and company workers following the laid down systems. This is the reason why Heather had to first inquire from Dennis about the nature of the testers before making any step. The action of calling the supplier directly by Heather can be justified in the sense that Dennis had failed in cooperating with Heather, despite the many calls and efforts made by Heather, Dennis had deliberately failed to show commitment. From Heather’s inquiries, she got to understand that Dennis had been slow in ordering for more tester units, something that caused the company to lose on many lucrative deals that would have given the company a competitive edge over its rivals in the market. In as much as this step did not please Dennis, it was helpful in securing the tester units again so that company products would be tested again before dispatching them to the market. Heather can be described as a goal getter, caring more about the company results, in as much as an error may have occurred in the process of achieving company goals, the bottom-line is that, Heather, the manager of Elegante branch was able to restore company practice again. One of the best things that can be said of Heather’s leadership is that she is keen on following the company’s communication policy. She was able to detect a problem in the way the company was conducting its activities, realizing that the activities would not yield fruits, when went ahead and devised a system that would improve the company’s market position and effectiveness. In addition, she makes efforts in coordination the purchasing and production departments, when there is a communication breakdown, she makes memos and calls to Dennis the purchasing manager but her efforts are unanswered. This is when she takes the initiative to call Casey directly and establish the cause of the delay in tester units, thereby breaching protocol. It is important to note that after facing disappointment from Dennis in the meeting, she goes ahead to raise the issue with the company’s boss, Bob Shaw. This is an important attribute that can be said of Heather; company managers are supposed to be motivated results; they are supposed to be highly responsive in collaboration and consultation. It does not make any good to the company for its managers to stick to written protocols at the expense of effective results. This does not justify the action of Heather to call Casey directly but emphasizes the need of being aggressive to take advantage of opportunities in the market that enhances a company’s effectiveness and proper performance. Restoring sanity in the company’s communication problems The process of restoring order in the company’s management process has to begin with the initiative of the company’s vice president, Bob Shaw. The company vice president has to ensure that all company managers are brought together in unison, in order to understand the importance of effective communication and how it can be implemented effectively (Hargie & Dickson 2004). All company managers have to be trained on the importance of proper company practice as well as systems of communication that can contribute to the achievement of company goals and objectives. Bob needs to be resourceful and responsive to all the needs facing the company’s line managers, the way; they can feel appreciated and motivated in achieving the goals and objectives of the company. Creating an effective communication system According to the problems facing Cherie Cosmetics and Elegante Branch in particular, the company’s president, Ralph Nolk, has a duty to create and implement an effective communication system that is able to enhance collaboration and consultation among company managers and all other staff. Having a strong strategic foundation In setting up the company’s communication system, Nolk has to pay attention to having a strong strategic foundation. In many organizations, communication teams and structures are often viewed as service resources or process enablers (Smith & Mounter 2008). However, communication in organizations should always be viewed as the strategic imperative, essential in achieving high performance and growth. For this reason, company leaders have the responsibility of setting the stage for the importance and need for communication with clear vision and mission statements, purpose statements as well as conveying the benefits that are accrued out of an integrated communication system. It is obvious that by having an integrated and effective communication system, there will be increased effectiveness in communication, saving of time and money as well as positive outcomes on consultations and collaborations. It is important for the vice president to understand that managing effectively integrated communication systems requires a new set of actions and behaviors at all levels of management. There has to be new behaviors that embrace processes while at the same time, applying the set standards for all efforts in communication. This is not an easy process, for this reason, there is a need for a strong foundation that is characterized by executive-level alignment as well as endorsement in order to get where the company has outlined in its vision and mission statements. Having the right set of tools Nolk, the company president should be ready to develop the right set of tools in the process of establishing a proper communication system. Tools in this case are essential in guiding the planning process and efforts of the line managers as well as other stakeholders in the company (Smith & Mounter 2008). A good set of tools needs to follow the what/how/who model, in this case, the “what” of the plan describes specific models that define the messages and experiences to be created in the communication system. The means of communication that are needed in making the systems makes the “how” while the people whom the communication systems is being created for make “who.” In making the communication system under this plan, there is a need for category plans, these are what define the “what” of the tools, it comprises of the decisions concerning the nature of various corporate and product messages. Channel plans are aimed at defining the “how” of the tool, here; strengths and weaknesses of the communication system are evaluated. This way, alternative channels of communication are discussed so that the one that is the most appropriate is decided and chosen. As far as the “who” of the plan is concerned, there has to be audience plans to address the needs and concerns. Cherie Cosmetics stands to be the leading giant in cosmetics products not only in Canada, but also on the international front. For this reason; Ralph Nolk, the company president has no alternative but to step up and amend the mistakes and communication challenges that are facing the company. All the line managers need to be appreciated in the quest to meet the company goals and objectives; in this case, their needs and challenges need to be addressed effectively. References Cheney, G. (2007). Organizational Communication Comes Out. Management Communication Quarterly, 80-91. Hargie, O., & Dickson, D. (2004). Communication skills for effective management. Basingstoke, Hampshire: Palgrave Macmillan. Kuhn, T. (2005). The Institutionalization of Alta in Organizational Communication Studies. Management Communication Quarterly, 618-627. Smith, L. & Mounter, P. (2008). Effective internal communication. London: Kogan Page. Read More