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Situation Analysis and Problem Statement: Global Communications

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Situation Analysis and Problem Statement: Global Communications

Global Communications has reached a cross roads in the world of telecommunications and has put together a two part strategic plan. The strategic plan includes a plan to realize growth with the introduction of two new services to their small business and consumer customers in both long distance and local markets across the country. Aggressive marketing on an international level is also included in the strategic plan with the goal of turning Global Communications into a true global resource. However, this aggressive approach also includes outsourcing sales employees to India and Ireland in response to customer demands of more technically sophisticated salespeople.

The stakeholders involved are not on the same page hindering Global Communications from progressing forward to implement the strategic plan. They are facing a personal barrier regarding the bonds of trust with the Union, "the level of interpersonal trust between people can either be a barrier or enabler of effective communication. Communication is more likely to be distorted when people do not trust each other" (Kinicki & Kreitner, 2003, p. 525). The personal barrier lies with the Union due to lack of communication with the liaison about the intentions included in the strategic plan and outsourcing coupled with a decision to give up 20% of employee benefits not long before the pro-posed strategic plan and lay offs. The breakdown of this relationship will have a vast impact on the reputation of the company's employee relations policies and will affect the ability of Global Communications to retain current employees and to acquire new employees as they grow to become a global resource.

The relationship breakdown between Global Communications and the Union has also placed Global Communications at risk of engaging in reactive management, "a reactive manager is always dealing with the most urgent problem and putting out fires. Decisions made this way are likely to be haphazard and to have major flaws in either quality or execution" (Gomez-Mejia & Balkin, 2002, p.220). Global Communications is in a situation where they need to rebuild their relationship with the Union but they must be cautious as to not make a hasty decision that will cost them later in the sustainability of the company or the partnership with the Union.

The Model of Emotions Attitude and Behavior could help to alleviate some of the relationship breakdown between Global Communications and the Union. According to the Model of Emotions Attitude and Behavior (McShane & Glinow, 2004, p. 113):

The perceived environment influences our beliefs about an attitude object. We then calculate our feelings toward the attitude object based on these beliefs. The resulting evaluative judgments (feelings) lead to behavioral intentions, and behavioral intentions lead to behavior under certain circumstances.

The Union may see The Global Communications team as inconsistent or unethical with their previous business dealings or contractual obligations and employee relations policies leading to a lack of trust and a personal communication barrier. Global Communications can use this information to improve communication with the Union and in turn their employees. They must open the lines of communication with the Union to come to a compromise that not only allows for a solution to the waning profitability of the company but also allows the Union to do its job in securing fair treatment of Global Communications current employees.

Communication can easily be a hindrance or an enabler in any negotiation, Global Communications may have hindered their business dealings with the way they chose to communicate about their strategic plan and therefore has hindered what they hoped to be a solution to their waning profitability in the telecommunications industry.

Describe the Situation

Issue and Opportunity Identification

The challenges Global Communications faces are building communication with stakeholders, retention, and acquisition of high quality employees during a time of change, and time constraints and reactions regarding communications with employees and the Union. As tough as these challenges may be they also open doors for opportunity allowing Global Communications to keep consistent with their reputation of treating their employees well while building better relationships with stakeholders, employees, and the Union.

Stakeholder Perspectives/Ethical Dilemmas

Several ethical dilemmas arise for Global Communications due to a difference in interests of the stakeholders. Whose interests should the company focus on the consumers or the employees? Which group of employees should be the focus regarding positive employee development the domestic or international employees? What is most important when addressing the changing industry the future sustenance and profitability of the company or the retention and treatment of existing employees?

Frame the Right Problem

Global Communications will become a leader in the telecommunications industry as well as a frontrunner in employee relations by avoiding the pitfalls of reactive management (Gomez-Mejia & Balkin, 2002), using the Model of Emotions Attitude and Behavior (McShane & Glinow, 2004), and avoiding the barriers to effective communication (Kinicki & Kreitner, 2003) in dealing with stakeholders and employees.

Describe the End-State Vision

To keep in the way of profitable progression and to prevent a similar situation in the future Global Communications will have to continue to be careful to avoid the barriers of effective communication (Kinicki & Kreitner, 2003) and reactive management (Gomez-Mejia & Balkin, 2002). They will have to continue to use the Model of Emotions Attitude and Behavior (McShane & Glinow, 2004) to cultivate and build relationships with stakeholders in the implementation of their strategic plan. Keeping on top of clear and consistent communications will ensure that Global Communications continues to be a leader in the telecommunications industry as well as a frontrunner in employee relations.

Identify the Alternatives and Benchmarking Validation

Communication is an important tool when managing employees, consumers, and contracts. Global Communications will fair better in future ventures and improve relationships by progressing the quality and clarity of their communications strategies. Much of the turmoil due to the current decision to outsource labor could easily have been prevented if communication



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