Emerging Leaders Preparation Program "Binaa"

First: a case study

Date: October 2021

Version number: -1.32019

Disclaimer:

The personalities, names and data mentioned in this study have nothing to do with reality. Rather, they are all unreal and were created for the purpose of this study. We hereby disclaim all liability for any unintended similarities.

shining star foundation

About the company

Bright Star has been working in the public relations, marketing and event management sector for more than 15 years, and has a good reputation with its clients from the public and private sectors. The institution employs more than 80 employees of several Arab and foreign nationalities (males and females) and from several specializations, and the institution uses some university students when needed.

The institution has a vision, mission and strategic goals since its establishment, which have not changed. The institution also has recognized values, but they are not written, and the institution has written bylaws and regulations.

general organizational structure

The general organizational structure consists of 3 main departments (Public Relations and Marketing Department, Human Resources and Services Department, and Financial Resources Department) and these departments report to the Executive Director, who reports directly to the Board of Directors.

Board of Directors

Resources Department

human and services

Desk

Executive Director

Department of Public Relations and Marketing

Department

finance resource

Executive Director

The Board of Directors has many duties, including:

1. Drawing up the general policy and objectives of the institution.

2. Defining the organization's strategic vision, mission and objectives.

3. Selecting, appointing, supporting and reviewing the performance of the CEO.

4. Defining, following up and supporting the Corporation's programs and services.

Assignment Mechanism

The CEO is appointed based on the approval of the Board of Directors, while department managers are appointed based on the nomination of the CEO and in coordination with the Human Resources Department, and the rest of the jobs are appointed through the HR Department of the organization.

In 2015, Mr. Ibrahim Khalil (Executive Director), who had been working in an automobile company for 8 years, was appointed as a Director of Human Resources. Mr. Ibrahim Khalil holds a Bachelors degree in Management Information Systems from a private university. And in January of 2016, Mrs. Khuloud Rashid was appointed as Director of the Public Relations and Marketing Department of the Corporation based on the nomination of the Executive Director. Ms. Khuloud holds a Bachelors degree in Financial Management from a university and has a simple experience of no more than 5 years in an institution.

The Department of Public Relations and Marketing is the backbone of the organization, as it performs many tasks such as: drafting news and preparing advertisements, in addition to organizing and managing events for public and private sector institutions. It is also the department concerned with attracting potential clients and maintaining existing clients.

Ms. Kholoud works with a team of 20 employees of both sexes (males and females) of several nationalities, 5 of whom will be retired at the end of 2016, and 5 others will move to other institutions during the month of April.

Since Mrs. Kholoud was appointed, she met with the work team and explained to them - firmly - that the goal of the institution for this year is to achieve a net profit of no less than (500,000) five hundred thousand Bahraini dinars, and everyone should understand that there is no room to waste time on matters that do not have Business relationship, and anyone who defaults on their work will be held accountable.

Annual net profit of the corporation in Bahraini dinars

The table below shows the annual net profits of Bright Star Corporation for the last 5 years, and the increase and decrease in annual net profits can be seen through the graph.

2011

2012

2013

2014

2015

000,402

000,190

000,302

000,003

000,803

Table (1) Annual Net Profits for the Years (2011-2015)

Figure (1) Annual net profit for the years (2011-2015)

Before the end of 2016, the CEO, Mr. Ibrahim Khalil, noticed a noticeable increase in the number of customer complaints compared to last year, especially from regular customers, and it was summarized in the following points:

1. There is not enough parking for the auditors.

2. The establishment's facilities are not clean, especially the customers' toilets.

3. Some employees are not present at their desks, especially in the early morning.

4. Not answering calls most of the time.

5. Not following up and resolving customer complaints within a specified period of time, whether through the website or through the institution's social media platforms.

6. Some employees are busy with mobile phones most of the time.

7. Some employees are not interested in grooming or personal hygiene.

8. Non-compliance with deadlines.

9. Other things.

Mr. Ibrahim Khalil also noticed the transfer of some important clients to other rival institutions, which put him in an embarrassing situation before the Board of Directors, and accordingly he sent a written warning to Mrs. Kholoud, as she is the Director of the Public Relations and Marketing Department and is primarily responsible for maintaining the institutions clients in addition to attracting new clients. Which, in turn, blamed the staff.

As for the work team, it blamed the higher management of the institution for several reasons, including:

1. Most of the employees of the Public Relations and Marketing Department do not receive adequate training, especially with regard to modern techniques and methods in public relations, marketing and event organization, and that most employees develop themselves through personal efforts.

2. The lack of justice in appointments to administrative positions, as Ms. Kholoud was appointed from outside the institution, and the institution's employees were not given the opportunity to meet the conditions.

3. Teamwork is not done because there are many conflicts between employees, due to the difference in cultures between employees.

4. The employee responsible for the organization's website and social media platforms resigned several months ago and no one else has been hired in his place.

5. The salaries of the employees of all departments are equal, and no special bonuses or commissions are granted to the employees of the Public Relations and Marketing Department, especially as they work long hours and on official holidays, which affects their family life, and they are attracting new clients.

6. Communication with senior management is missing, periodic meetings are not held, and new suggestions and ideas that are placed in the suggestion box are not taken into account, such as: a proposal to hold an annual or semi-annual meeting with clients in order to listen to them.

7. Other things.

At the end of 2016, the Bright Star Corporation did not achieve the expected profits, which are (500,000) five hundred thousand Bahraini dinars at the very least. On the contrary, its profits were reduced to (200,000) three hundred and twenty thousand Bahraini dinars only, in addition to the damage to its institutional reputation due to the increase in customer complaints, which This led to the transfer of some of the important clients to other competing companies, which led to holding a meeting of the Board of Directors to find out the reasons for the decline in profits and the loss of some important clients.

The Board of Directors directed the Executive Director to be fully prepared and mobilize all efforts by drawing up a solid plan for 2017, especially since this year will witness many important and diverse events in the region, which is an opportunity to improve the status of the institution, as well as establishing strategic partnerships with local, regional and international institutions.

In the event that tangible results are achieved, there will be a positive return on the employees, but in the event of a decrease in profits for this year or the loss of any important clients, the Board of Directors will take a set of austerity measures.

questions

Read the case in your hands very carefully, and based on what you learned in the training program, answer the following questions:

1. Using the fishbone diagram, graphically show the main and possible subsidiary causes of the decline in Bright Star's profits?

2. Suggest 3 values that express the nature of the Bright Star Foundation's work, with each value defined in no less than one line and no more than three lines.

3. What is the prevailing culture in Bright Star, and how is this reflected on the performance of employees?

4. Using the SWOT Analysis, he indicated the strengths, weaknesses, opportunities, and potential threats of the Bright Star Corporation.

5. If you were appointed as Director of the Public Relations and Marketing Department instead of Mrs. Kholoud Rashid, write the operational plan that will be implemented within one year, including procedures and activities, using SMART Goals, which will contribute to improving the institutional reputation and building confidence among permanent and potential customers.

6. Creativity is an essential feature of successful organizations, and the default question here is "What would happen if (Disney), (or (Samsung) and/or (Amazon) company operated the health services of the Ministry of Health in the Kingdom of Bahrain?"

7. The sixth goal of the 2030 Sustainable Development Goals (clean water and sanitation) seeks to ensure the availability of water and sanitation services for all. Review the sixth goal indicating the situation of the Kingdom of Bahrain in this regard, supporting your answer with numbers and statistics through reliable sources, according to the table below.