CASE STUDY

HISKY INTERNATIONAL COMPANY [S.A.L]

Organizational Behavior - By: Bassem El Ahmar - MBA, Student

Background
g
HiSkyy International Company
p y started as a committed company p y for
many Gulf products like “Nunu” a children stuff “e.g. shampoo, cream,
cotton, perfume, etc…” and for other food products “Ketchup, Olive oil,
Hommos,, Foul Modammes,, Chocolate,, and etc…”
HiSky was found in 2007, head office in Chtoura – Lebanon. Its also
has a Gulf parten in Riyad - Saudi Arabia.
Number of Employees are 8 focused on sales. In addition, HiSky
established a new business line “new production line” for new products
named “Tayibat
Tayibat Chtoura
Chtoura” while they packaged their product at
“Teanayil Chtoura” production factory.
HiSky sustained its revenue results with stable profit margin during the
last 2 years.
HiSky
y Organizational
g Structure

General Manager

Sales Manager
Financial Manager “Resigned
g 4 months
ago” position still
available

Three Sales Two Driver

employees employee “discover
“discovering all all regions”
eg o s
regions”
HiSkyy main p product lines were represented
p in the organizational
g
structure as a Sales manager with sales employees and driver
employees, in addition to Financial manager, all are reporting to HiSky
CEO,, who is the onlyy and onlyy one in making
g decision for everyy thing,
g,
so in case he was in business travel for months, no one else can take
decision, therefore, production goes slowly.
Problems

Organization Reporting
p g and
Structure Skills,
Structure, Skills Skilled manpower planning system
System, Coverage, etc

1. Company number of employees is small and the structure is simple.

2. Systems development is minimal
3. The organization stayed in survival stage for the last 2 years.
Objective
j
1. Build a clear and strength
g strategy
gy that will be more successful for
future plan.
2. Encourage loyalty and belonging by promoting HiSky employees,
through training and motivation them to higher management level.
level
3. Recruiting a skilled and majority candidate for available positions.
In order to achieve these objectives, by answering the following
questions:
1. What will be the Plan & Approach address?
2
2. What kind of Strategy can be use to achieve company goals?
3. In what way the company will Encourage loyalty & Belonging of her
employees?
What to do next? [[Problem Solving]
g]

… Plan and Approach

The plan will address the following key aspects:
strategy level, change approach, communication with stakeholders and other
departments and staff,
staff changes in organization structure
structure, systems and detailed
planning for the company.
… Strategy Level
IIntroducing
d i different
diff products
d or services
i will
ill require
i severall organization
i i structure
changes, systems to follow up and control the expected change of operation mode as
well as skills.
The Strategy will focus on four main leader:
1. Customer focused strategy that accommodates doubling revenues from current
business lines within next 2 years and introduces new business line that can generate
as much revenue as today’s revenues after 2 years.
2. Flawless operations execution that accommodates for decreasing cost of operations.
This can be achieved through using better systems to control inventories and logistics
process to insure better products delivery with retained costs.
3. Performance oriented culture by introducing new reward representation that
encourage good performers and accommodate for relating employees salaries to
company’s performance and objectives.
4. FFast and
d flexible
fl ibl organization
i i that
h encourage front
f li
liners to take
k immediate
i di
customer satisfaction decisions.
Communication on a collaborative mode can do the job
… Formal communication:
Initiate a series of formal meetings with different stakeholders to discuss the strategy as
follows:
† Short term and immediate meetings:
1. Company-wide meeting to announce the management change followed by a circulation from
board members to secure official support.
2
2. Board meeting to secure a common understanding for the long term objectives.
objectives
† Regular meetings with departments’ managers and departments to discuss business
initiatives
1. Sales pipeline review – once every two weeks.
2. Projects review – once every two weeks.
3. Collection and accounts receivables review – once a month
4. Logistics and operations review – once every two weeks.
5. Business review - once a month.
† During meetings and business reviews converse the following topics:
1. How we as a team can run HiSky to a better future?
2. What are different products and services can be offered?
3. What are different market segments can we penetrate?
4. Wh systems we need
What d in
i place?
l ?
5. What is the best organization structure to run the business now and in future?
6. How can we improve our current staff skill set?
7
7. How can we improve our current reward systems?
† Indeed to put into words the following messages to the team:
1. We can do the job and change the company to better future.
2. The change
g will be blessed byy them and carried byy them.
3. The change will benefit everyone.
… Social and informal communication
Informal communication can turn into gossip hurting the company and can as well used
as a parallel communication channel to effortlessness working environment, raise the
moral and state strategies.
Recognizing the effect of informal communication, will encourage social gatherings,
speak-up policy, in addition cease events to collect feedbacks regarding the future.
… New Organization Structure Level [Only the departments]

CEO

Financial Sales Marketing HR Logistic

Manager Manager Manager Manager Manager

Sales Customer
Executive Support
pp
… CEO Major Responsibilities
† Strategies development and implementation
† Overall business planning
† Develop and maintain policies and procedures to allow smooth operation
† Ensure effective reward systems
† Inform the board of overall performance
… Sales Managers Major Responsibilities
† Develop sales strategies, sales
† plans, and sales targets
† Acquire and maintain current customers
† St k llevell ffrom eachh product
Stock d t
… Sales Executive Major Responsibilities
† Sales execution team is responsible for tender documents preparation, legal registration process,
tender financial requirements follow up with accounting and treasury departments
… Logistic Managers Major Responsibilities
† Build and maintain supplier database ensure supplies and deliveries on time and within budget
† Maintain and control shipping, handling and transportation costs
… Marketing Manager Major Responsibilities
† Develop and maintain Technical competencies of HiSky
† Develop and execute a presales organization and process
† Develop and execute an after sales support organization and process
In addition, having a reward system that assure target setting at quarter level and tie
part of employees’ benefits or salaries to target achievement. Although this system is as
important as or even more important than other systems, the introduction and
implementation of this system will not be practical on the short term.
… Human Capital
Recognizing that all the above plans and initiatives will only come to reality by
encouraged, dedicated and skilled human capital, and that's HR Manager
responsibility, to design a program in order to collect current knowledge assets and
analyze the required gap to fulfill required business growth; accordingly a continuous
training and development plan will be developed to fill this gap.
This continuous development will not only address technical skills, but will also include
management skills for departments’ manager.
Conclusion
This is an opportunity and a challenge that may not happen too often in one’s career so
I will make sure to seize the opportunity to maximize the return. I will invest more time
planning and learning details, communicating formally and informally with company’s
staff as well as company’s board.
I will
ill capitalize
it li on the
th enforced
f d change
h d to
due t former
f CEO’ health
CEO’s h lth conditions
diti and
d
initiate series of small changes. I will make sure that these changes will be well studied
with all departments and stakeholders and approved by the board. These changes will
address Human capital skills and morale, current and future business, systems,
organization structure, and I will communicate clearly with peers, subordinates and
bosses about this vision.