Quaker Steel

In: Business and Management

Submitted By hiteshsaini
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MAUREEN FRYE AT QUAKER STEEL AND ALLOY CORP.
CASE ANALYSIS REPORT

DIAGNOSIS
Maureen Frye failed to implement the proposed plan to change the call patterns of salespeople responsible for selling extruded titanium products at Quaker Steel and Alloy Corporation.

The failure was due to a lack of understanding of the following components:

Organization Communication

Culture Structure Directives Interpersonal

The principle error Maureen made was underestimating how significant company culture could impact decision-making at every responsibility level. Even though Quaker had strict functional reporting lines, the organization supported an informal culture based on friendliness and openness. Most importantly, Quaker’s ethos required a high degree of influence by persuasion and charisma—not formal authority.

Secondly, the communication vehicle that Maureen chose to carry and deliver her proposed plan was ill suited for interconnecting the plan and expectations. Instead of going with the organization’s pattern of utilizing personal relationships, teamwork, and the openness to express opinions and feedback, Maureen sent a memo directly to the titanium extrusion sales representatives. In the memo, she simply gave a rationale for making the change. In response, a District Sales Manager (DSM) called Maureen to ask for a more detailed explanation for the change due to its arbitrary nature. Therefore, Maureen presented her findings to the DSMs in a yearly sales meeting in the presence of the VP of Marketing.

CAUSES * Lack of empowerment from authority: Although Maureen’s plan obtained approval from her boss, Hugh Salk, there was never a statement from the VP of Sales to his subordinates (district sales managers and sales representatives) supporting the proposal. As seen in Exhibit 2, Lawrence Israel, the VP of Sales has direct power over DSMs.…...

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