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Case Study Of Color-Tech Green House International

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This case study examines the experience of a freshly promoted sales person to be a Sales Manager at an international high-tech flower supply company called Color-Tech Green House International. The company grew to become one of the biggest companies in the Western hemisphere. It has various main branches in U.S. cities such as Phoenix, Arizona; San Diego, California; and Columbia, South Carolina. Furthermore, it had agreements to distribute its region-specific and seasonal plants in northern cities to expand its sales to a wider customer base (Booth & Cates, 2012).
However, Color-Tech faced challenges on the market, for example, aggressive competition and declining sales. Moreover, the demand for flowers was very low. As a result, Color-Tech …show more content…

According to Paauwe & Williams (2001), sharing information and communicating have been considered the life blood of middle management. They are the pins linking the top management with the rest of the company and guiding the information flow through the organization. Furthermore, to successfully achieve organization goals or objectives, management has to establish effective communication channels through all management levels (Whetten & Cameron, 2005). In contrast, in this case there was inefficient communication between the middle manager (Beth Campbell) and the first-line manager (Richardson) in the Phoenix office, and the middle manager did not give the first-line manager clear instructions and guidelines about her new job. Even more, Richardson had not been introduced to her team officially and had not been given proper instruction about her paperwork and reports. As a result, Richardson failed to convey the organizations goals to her team and complete her sales reports on time. In addition, Richardson did not arrange for her first meeting in a professional manner, because she did not send out invitations in advance and she gave a short speech without identifying her roles and responsibilities (Booth & Cates,

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