A CASE STUDY

Case Study 1: Pharma Medical Sendirian Berhad Pharma Medical Sendirian Berhad (PMSB) is preparing for a major change and PMSB is going to move to the new state of the art office in the city centre. PMSB is about to move 436 of its employees to the new open plan workspace where the employees will be working together in a shared environment. Thus, it requires a complete transformation in the work culture of the PMSB. Pharma Medical Sendirian Berhad is a company involve in supplying medical equipment to the government and the private hospitals. Besides, the company also supply the products to some of the major pharmacy in Malaysia The board of director has appointed you as the new chief executive officer to oversee all the operation of the PMSB. From your first observation, most of the senior staff has been working in a closed environment and the nervousness is high due to changing in working environment. It is a major challenge for you as the CEO of the company to ensure major shift in the corporate culture will be successfully implemented. The new open office space in the city centre would increase innovation of all the employees but on the other hand, it also requires the management of PMSB to change the set-up of the teams and the way the employees work together. You also notice that some of the employees are lacked of cooperative and communicative style of work after years have been working in the closed environment. The relocation is about to bring a transformational change in the culture of PMSB to embrace collaboration, transparency and innovation whereas it will become a major challenge to the management of PMSB. This will also overhaul the PMSB corporate culture towards the fast changing environment. You have instructed the management of PMSB together with the steering committee involve in the relocation and transformation of PMSB to develop a campaign in order to ensure smooth transition of the relocation, transform the corporate culture and to minimize the turnover of the staff Consider the following questions. 1. As a leader, what are the important factors that need to be communicated during the change in PMSB? 2. W the steps in the communication strategy that can be implemented in PMSB? CONFIDENTIAL JUNE 2020/SET A/MGT03/MGT5173 3. As the CEO of PMSB, do you agree with concept of "Organizational Silence and what are the implications of the Organizational Silence"? 4. Elaborate which channel of communication do you prefer to communicate change and the communication strategies that you are going to use? 5. How to ensure that communication of change can be affected in the organization despite the roles of employees occupy in the organization? (50 marks)