Delhi Technological University

Delhi
Marketing Management Case Study
On
NEHA AUTO FILTERS LTD.

Submitted to:
Dr. P.K. Gupta

Prepared by:
Mayur Pahwa(28)
Meera Hans(29)
Saurabh Arora()
Case At a Glance
 Neha Auto Filters is a manufacturer of auto
filters and they want to increase their
capacity
 They wanted a plan for installing new
equipment and fight shortage of electricity.
 They hire a consultancy from where two
engineers visit the plant.
 Their visit was followed by a notice
instructing workers to shut off motors and
lights during lunch.
Cont…
 Rumours spread that a big contract is likely to
be cancelled and there are going to be some
layoffs.

 Productivity falls and Workers approach their

union leaders and threaten to go on strike.

 When the management comes to know about

the strike they are taken aback as they could
not understand how the this situation came in
existence.
 Management then explains to the workers
that this is not true and the engineers have
been called to increase the capacity of the
plant.
 And also that the company has been able to
secure a bigger contact than the one
cancelled.
 But still a notice was given to the
management that there will be a one day
strike.
 Problem Identified…
 The Management is not able to convince the
workers.
 Communication gap exists between the
Management and the workers.
A) The foreman does not know the purpose of
the visit of engineers.
B) The notice of saving electricity is conveyed in
a confusing manner.
C) The foreman does not consult the upper
management .( assumption)
Cont…
 Rumours develop because of this
communication gap.
 The production manager has no convincing
ability as the workers are not convinced to
what he says and go for a 1 day strike.
 There was no written communication which
could act as a proof and also convince the
workers on the purpose of the visit of the
engineers and the cancellation of the big
order.
QUESTIONS
&
ANSWERS
Q1. Discuss the communication problem that
arose in the company.
 The lower managers i.e. Foreman was not told the
reason for the visit of the engineers.

 The notice gave instructions to the workers to shut

down lights but they could have added that this is being
done to save electricity , no reason was given to the
workers. This led to confusion and birth of rumour.

 Workers approached Foreman but he was not able to

answer their queries, and he did not took the initiative
to ask the upper management. This shows the
communication problem .
 The upper management was not aware of
what's happening and approached the lower
management and workers only when they
were informed about the strike.

 No explanation was given to the workers as

to why the order is cancelled.

 The explanation of the production manager

was not up to the mark to convince the
workers.
Q2.Comment on the process of management of
change in the organization.

 The process of change was not handled

carefully as lower management and the
workforce was completely unaware to the
changes i.e. no information was given to them
 Management was so engrossed in planning
for the future that it became clueless about
the present therefore it was surprised to hear
about the rumour.
Q3.Give your advice to the production manager
as to how he should proceed and tackle the
situation now.
Our Suggestions:-
 The workers should be directly approached
by the upper management in the presence of
the middle level management , and a written
notification ( explanation ) should be given to
them.
 They should explain them the reason for the
visit of the engineer and the shut down
notice.
 Since the management needs to hire more,
they should immediately put up a notice
stating the requirement of new workers. This
will make them safe about their job.
 The workers can also be given an increment in
their salary ( if possible).
 The new order received, can be shown to
them to convince them that their jobs are safe.
 For the future, we recommend the
management to be fully aware of what’s
happening and put up detailed notices to
avoid confusion and rumours.
THANK YOU