MBA: 8015 — STRATEGIC BUSINESS COMMUNICATION

COMMUNICATION STRATEGY WORKSHEET

ASSIGNMENT Fabrium NAME Sundar RC

BUSINESS OBJECTIVE:
To gain back the confidence of customers and increase the sales.

COMMUNICATION OUTCOME:
The VP of Sales Team agrees to the transition plan that includes both communication and
team building strategy.

PRIMARY AUDIENCE:
The VP of Sales team Bob Ewing. He has vast experience in software and technology and has
tasted great success in the past. After joining Fabrium, he is put up against multiple
challenges right from Fabrium losing the contract and customer confidence to decrease in
sales. Bob is expected to increase the sales and gain customer confidence, so in order to
achieve that, he wants to set a dedicated product team, a cross functional team that
comprises of members from sales, marketing, product development and communications.
But he has experience only on the sales and does not have experience of using convincing
languages to marketing, product development and communication teams. He also wanted to
execute his plan in a quick future.

MAIN MESSAGE:
Communicating important strategic management techniques to form a transition plan for
developing cross functional product teams.

COMMUNICATOR:
Sundar RC, the project Manager on the software development. Having started his career as a
developer and then to lead, Sundar has vast experience dealing with cross functional teams
across the globe. He has managed people from both technical and non-technical background
and has shown a good success in managing.

SECONDARY AUDIENCE:
None.

RESISTANCES

VP of Sales: “How could we deal with trust of team members from different background”
countered with “Development of a work culture by having social events and making them
meet each other and develop trust in collaborating at work.

VP of Sales: “Conflict of opinion on product information among team members” countered

with “involving a prominent leader who can take up responsibility of organizing conflict
resolution training to improve employees’ communication skills”.

VP of Sales: “Employees and Executives will have questions on Org structure and affected
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MBA: 8015 — STRATEGIC BUSINESS COMMUNICATION

COMMUNICATION STRATEGY WORKSHEET

employees” countered with “an extensive cross functional training would be given to the
employees, this would not only help build morale, it also adds skill set to the employees”.

BENEFIT:

 Team members gets engaged with each other as a team and gain better sight about
the product.
 Talk the same language about the product definition.
 Better ideas to enhance the product development, there by creating a value addition
to the product offered.
 Better communication and work ethics.

APPROACH:
Sell, direct, formal

KEY POINTS

 Assemble the right team members across the team.

 Arranging cross functional training for the employees
 Identifying the right leader to handle the team.
 Create appropriate roles and responsibilities within the team.

CHANNEL:
Email

CONTEXT:
The VP of sales, Mr. Bob Ewing is hired to increase the sales and gain customer confidence.
Bob has plans to create a transition plan of developing a product team. He a very tough man
and has proven record of increasing the sales in his previous employer. He wants to form a
team immediately that comprises of people from all the departments. However, since he is
new to the company and has expertise only on the sales, he sought assistance from the CEO
to see how his plans can be executed. He is looking at someone who has the potential to
create a team based on his vision.

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