TerraCog Global Positioning System

Conflict and Communication on Project Aerial

Team Introduction

Ayesha Gulzar Maleeha Siddiqui

Team and Case introduction Problems, Reasons, Solutions

Hammad Raza Mirza Adil Feroz

Problems, Reasons, Solutions Communication Strategy

Talha Taj Syed Ozair Abbas

Problems, Reasons, Solutions Communication Strategy, Conclusion
Case Introduction

TerraCogs - Founded in 1977

Specialises in high quality GPS and fishing sonar equipment

Posthaste
Competitor of TerraCog with a shining product BirdsI that provides satellite imagery

Project Aerial
An improvised and expensive version of already available product by TerraCog

Emma Richardson
A recently promoted EVP with task to move the company towards greater operational
alignment & increase cross departmental cooperation
 Problems, Causes, Solutions

Team Demotivation Senior Managements autocratic

Time Pressured Launch style

Collaboration, ideas derivation

 Problems, Causes, Solutions

Overconfidence Believed that competitors

Failed to identify the threat product BirdsI was inferior

- Consultation with internal

expertise=better
product,timely launch &
desired price
- Pilot version of product
 Problems, Causes, Solutions

Intergroup conflicts = Believed consumers are tech

Compromise on technology savvy

Allen Roth should have

presented his argument logically
 Problems, Causes, Solutions

Allen Roths subordinates

Inordinate distribution of
inclusion => inconclusive
Decision Making Authority
meetings

Only Upper management should

be involved in strategic level
meetings to avoid conflicts
 Problems, Causes, Solutions

Allen => diplomatic strategy

Ed Pryor => meet his Sales target.
Value to self-interest rather than Emma => previous problems
to Companys objective Tony Barren => previous failure
Becky Timmons => no cost cutting

- Clear communication of Projects objective

- Emma should follow Arrows style
- Follow one common vision : Product right
the first time
 Problems, Causes, Solutions

Inaccurate estimation of cost VP Sales didnt raise any issue

questioned the competency initially
of team

Sales team should have been in

close coordination with the
development team
 Problems, Causes, Solutions

-Lack of decision making skills and

Lack of leadership -Lack of authority
-Tensed interdepartmental relations

Emma should use Toulmin

Model of Argument to drive out
results.
 Problems, Causes, Solutions

Lack of clear common -Not working towards shared goal

vision -Blame Game

Identify and resolve conflicts

early on in the project to
minimize its affect on the entire
project and teams
 Problems, Causes, Solutions

-Departments were not aligned

Conflicts within the
on common goal
organization
-Lacked Cooperation

Get employees involved and value their

input to identify opportunities.
Let them own the company's vision
Communication Strategy

Purpose

Create better operational alignment and cross-departmental cooperation

Identify cost to produce a single unit

Cost reduction to match organizations expectations

Decision to go ahead or not with production

Communication Strategy

Audience
Primary
President, Richard Fiero
VP Design & Development, Harold Whistler
CFO, Becky Timmons
VP Sales, Ed Pryor

Secondary
Director Production, Tony Barren
Director Design & Development, Allen Roth
Manager Software & Firmware Design, Cory Wu
Manager Hardware Design, Alice Gorga
Regional Sales Managers
 Communication Strategy

Audience
Purpose
Richard Fiero Inform, Manage expectations
President
Message
Harold Whistler Inform Fiero as soon as it is evident that their pricing target is too
VP, Design & Development optimistic

Medium
Face to face meeting
 Communication Strategy

Audience Purpose
Meeting to identify cost
Tony Barren Inform about potential tradeoffs to be made in the coming quarters
Director, Production to launch Aerial

Ed Pryor
VP, Sales
Message
1. Call for a meeting with clearly highlighting the agenda
Harold Whistler 2. Identify the cost of production
VP, Design & Development 3. Create alignment between production, sales, and design &
development team
Allen Roth
Director, Design and
Development Medium
Face to face meeting / Memo / Email
 Communication Strategy

Audience
Purpose
Allen Roth Inform about project Aerial status
Director, Design and Prepare for tradeoffs till Q3
Development
Message
Cory Wu 1. Communicate organizational objectives and expectations to
Manager Software & managers
Firmware Design
2. Gather feedback on tradeoffs and how it impacts other projects
Alice Gorga
Manager Hardware Design
Medium
Face to face meeting
 Communication Strategy
Audience
Becky Timmons Purpose
CFO Discuss, persuade, prepare

Ed Pryor Message
VP, Sales
1. Discuss how to achieve the pricing target of $400 per unit
Harold Whistler
VP, Design & Development 2. Arrie on a final price close to the target price which is achievable

Allen Roth Medium

Director Design & Development Face to face meeting

Cory Wu
Manager, Software & Firmware

Alice Gorga
Manager, Hardware Design
 Communication Strategy

Audience
Purpose
Richard Fiero Inform, decide
President
Message
Becky Timmons 1. Inform top management about final price that can be achieved
CFO
2. Decide feasibility to go ahead with the production, or delay launch
Ed Pryor
VP, Sales
Medium
Harold Whistler Face to face meeting
VP, Design & Development
 Communication Strategy

Audience
Purpose
VPs Inform

Directors Message
Inform about the decision taken by top management
Managers
Medium
Memo
Conclusion

Resolve Conflicts
Resolve them proactively, as soon as they are identified

Communicate
Be open about communication within the team

Collaborate
Inter team collaboration to achieve a common goal

Culture
Value your organizational culture and what the organization stands for
Questions & Answers