BUSINESS ETHICS & VALUES CASE STUDY: UNITED AIRLINES WRONGDOING IN 2017

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MBA – Ethics & Values Case Study

Case #1:

United Airlines Wrongdoing
In 2017, two security officers from United Airlines forcibly removed a passenger off an overbooked united flight. A video footage of a bloodied passenger went viral all over the internet showing a 69 – year-old David Dao’s head smacking against an arm rest during the altercation with united securities. The video, taken by another passenger on board, showed Dao’s sweater hitching up to his chest to reveal his stomach and glasses askew as security dragged him flat down the aisle and off the flight.
Dao, who was traveling with his wife, refused to get off the plane to make room for crew members on the overbooked flight.
Without showing any genuine sympathy toward the humiliated passenger, United CEO Oscar Munoz only said “this is an upsetting event to all of us here at United”. Adding salt to the open wound, Munoz had called Dao “disruptive and belligerent” in a letter to employees.
Dao’s lawyer Thomas Demetrio who later settled with United for undisclosed amount of damage said “for a long time, United has bullied us. We need United to treat us with respect.”
Following the settlement, United announced that it changed its removal policy and it will no longer ask law enforcement officers to remove customers from flights unless it is a matter of safety and security. A second new guideline also was implemented where United crew members seeking last minute seats would have to make other arrangements instead of unseating passengers.
See video https://www.youtube.com/watch?v=Dk2Y_VL5e7s
 

Case Analysis:

  • What are the relevant facts in this case?
  • What are the ethical issues?
  • Who are the primary stakeholders in this case?
  • What was United alternative solution?
  • Why Dao did not leave peacefully?
  • Did Dao violated the Airline rules and regulations?
  • Could United resolve the issue differently?
  • Was it unethical issue or bad judgment?

 

Case #2

Starbucks and the Practice of Ethical Leadership
One year after becoming CEO of Starbucks, Kevin Johnson faced an ethical issue when two black men were arrested in a Philadelphia Starbucks. Both men sat down in Starbucks store  without ordering anything. The store manager was annoyed that they used the store without buying any Starbucks items. He immediately asked them to leave. Both men refused to leave claiming that they were waiting for a third friend. The manager called the police they were instantly arrested. See video https://www.youtube.com/watch?v=xWBVxTEgoYk
In his apology statement shortly after the arrests, Johnson said, “The video shot by customers is very hard to watch and the actions in it are not representative of our Starbucks Mission and Values. Regretfully, our practices and training led to a bad outcome—the basis for the call to the Philadelphia police department was wrong.”
Before the incident, Starbucks had no companywide policy about asking customers to leave, and the decision was left to the discretion of each store manager. Johnson took full responsibility for the actions of his employees, and he acknowledged that Starbucks customers were hurt by the arrests. After issuing his apology, Johnson went to Philadelphia and met with the two men face to face to involve them in dialogue on what Starbucks needed to do differently. The week following the arrests, Starbucks announced it would temporarily close 8,000 stores to conduct unconscious bias training, which they did before the incident.

Case Analysis:

  • What are the relevant facts in this case?
  • Who is involved?
  • Did the manger violate Starbucks policy?
  • What the manger should have done differently?
  • Why both men did not leave peacefully?
  • Was it really a racist case or bad judgement?
  • How was the reaction of CEO?
  • Was the CEO genuine in his reaction or it was public relations move?
  • What are the ethical issues in this case?

 

Case#3

To Ship or Not to Ship
Rachel works as a Quality Assurance Engineer at a large electronics company. She is responsible for the final testing of her company’s computer servers.
Rachel’s company has a contract with another company which makes the chips. The business model for this product is to release a new generation server approximately every six months, meaning Rachel has a limited timeframe to conduct her Quality Control tests.
Because there is such a short amount of time between the release of each next new product, the Quality and Assurance department cannot perform every possible test on the servers to ensure they are defect free. Rachel will not ship a product if there is any possibility that the server could malfunction and cause physical harm to the customer. However, she will ship a product that has a  higher likelihood of failure resulting in data loss for the customer, because she knows that if she doesn’t, her company’s competitor will.

  • Is this an ethical way to conduct business?
  • How Rachel can determine when to ship or not to ship?
  • Who is at fault here? Rachel or her company?
  • Is it an integrity breach or business as usual?
  • Should Rachel stand up and confront her boss about this unethical shipment?
  • Does competition justify her shipping decision?
  • Is it a fair practice not to apply quality assurance in this case?
  • Why not?

 

Case#4

Covering a Bank Overdraft
Jon Corzine, CEO of MF Global, was accused by US government of breaking the law in  2015. The government charged him with “directing one of his managers, Edith O’Brien, to transfer $175 millions of customer money to cover a bank overdraft that threatened to sink  the company. However, Corzine’s lawyer claims his client “never directed Ms. O’Brien or anyone else regarding which account should be used to cure the overdrafts.” He added that  his client did not explicitly asked O’Brien to do so nor he was informed of that specific transaction. Corzine’s lawyer explained that his client did not intend to use the money permanently, rather it was a temporarily transfer for a short period of time. O’Brien said that she had to do something to please her boss and rescue the company from falling down financially. She did not dispute the fact that Corzine never explicitly ordered her to take the funds from customer accounts. She admitted that she knew what she was doing was wrong, but she had no choice because customer accounts were “the only place where we had the
$175 million” needed to cover the overdraft. MF Global has subsequently declared bankruptcy.
Case Analysis

  • What the factual issue in this case?
  • Did Corzine act appropriately to save his company?
  • How would you characterize his behavior ethically?
  • Did O’Brien followed a managerial order or intentionally broke the law?
  • Covering the overdraft is an internal transaction that no one should care about it – no?
  • Is it ethical to use the money temporarily and return it later?
  • What other choices did Corzine or O’Brien have?
  • Is it a bad judgement or unethical behavior?

 

Case#5

Sharing Medical Information
Marcus Paul is a computer engineer who has recently developed a web application to help users keep track of their medical information, doctor’s appointments, and prescriptions.
The application stores sensitive medical information including drug prescriptions, lab results, etc. As the developer, Marcus and his company have access to this information. In 2016, John Trau, the Director of the Marketing Department, requested Marcus to supply him with customer-specific information so he can better target ads and app suggestions to the users. Marcus understands that he is part of a company, but also feels that the privacy of the app users should be protected. Marcus refused to supply Trau with the medical information, claiming that he should be responsible to those who use his technology. Trau insisted that there is no company policy preventing him from using data to  improve external communications and market the company’s services and products. The top management agreed with Trau and directed Marcus to submit his data. Marcus refused again. The company fired Marcus for not sharing the medical information with the Marketing Department.

Case Analysis

  • What the factual issues in this case?
  • Does Marcus have the right to refuse management decision?
  • Who would be responsible if data was used for marketing purpose?
  • Why users should care if company use their medical information?
  • Why Marcus feels that he is responsible for the data?
  • Is this an ethical use of information or a violation of the user’s privacy?
 
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LEVEL 4 COMMUNICATION SKILLS BRIEF WITH ASSIGNMENT QUESTIONS

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Unit 4.3 Communication Skills
Level 4 15 Credits
Sample Assignment

Level 4 Communication Skills Brief

The Senior Management Team (SMT) of a local medium sized organisation has become aware of communication problems within their organisation. Customers have been complaining of poor service, the Managing Director is appalled to see spelling errors in letters and now suppliers have refused to deliver further goods until they receive a response to their emails and phone calls about their outstanding invoices.
You work with a training consultancy, Training Solutions.  An experienced colleague, Asha Cumari, has established what the problems are and you have been asked to deliver the proposed solutions.
You receive the following email and attached report from Asha.
Email
 
To:              xxxxx
From          Asha Cumari
CC
Subject       SHDE Holdings
 
 
Dear XXXXXX
I have recently visited SHDE Holdings and attach my report.  Please read this carefully.
I would like you to finish this project.   They need a workshop on communication with some training materials (eg a manual or hand-outs) plus a report for SMT.  Please carry out the following tasks:
Task 1
Prepare a formal report for the senior staff and line managers at SHDE Holdings. (AC 5.1).  You will need to use charts and graphs to present information as appropriate (AC 5.3)
This report should include:
a)  The process of communication (AC 1.1) and why communication within organisations is sometimes not effective (AC1.3), giving examples form SHDE Holdings
b)  The modes of communication that should be used for different purposes (eg letter for formal communication with customers, telephone call for clarification of a complex matter, email for confirmation of detail). Please support this with an assessment of what other organisations do and examples of that could apply to SHDE (AC 1.2)
c)  How organisations portray themselves through their communication. What image does SHDE Holdings  currently have?  Give an assessment of other organisations and the images they portray through their communications (AC 2.3
Task 2 
Design an oral presentation (using presentation software) with supporting notes for the customer facing staff at SHDE Holdings. (AC 4.1, 4.3).  Please include:
 
a)  Formal communications systems that should be used to communicate with customers. Please evaluate different systems. (AC 2.1)
b)  An analysis of the effectiveness of social media to communicate with customers. Please use current examples (AC 2.2)
c)  An assessment of the impact of personal relationships on communications (AC 3.1)
d)  An assessment of the impact of non-verbal communication on oral communications (AC 3.2)
 
Task 3
Please deliver your presentation to staff at SHDE Holdings represented by XXX (AC 4.2)
 
Task 4
Please attend a meeting with me.  Using the written and oral communications from the tasks you have just completed, I will need you to:
a)  Assess the effectiveness of your oral presentation skills (AC 4.4)
b)  Review your written communication (AC 5.4) including the conventions you have used (AC 3.4)
c)  Assess the impact of technology on both oral and written communications (AC 3.3)
d)  Following our discussions, I wish you to produce written documentation from this meeting (AC 5.2)
 
Report on SHDE Holdings
Asha Cumari
5 January 201X
 
 
1.0  Introduction
SHDE is an electrical supplier with a regional repair centres and shops.   The organisation is currently experiencing operational problems that are affecting customer satisfaction.  Many of these are outside the scope of this report.  Training Solutions has been asked to focus on communication issues both within the company and with suppliers and customers.
 
2.0  Summary
SHDE Holding is an electrical company operating locally.  They have been established for 10 years.  However it is only in the past 3 years that their market has grown rapidly.  Their turnover and payroll have tripled within the last year.  It is anticipated to grow by a further 100% within 3 years.
They are currently experiencing high levels of customer complaints and staff turnover.   The communication difficulties exist in all areas and at all levels of the business.
Two solutions are proposed: a training session and a report to inform and influence SMT and line managers
 
 
3.  Research method
During week commencing 15 June, a consultant from Training Solutions spent 3 days at SHDE Holdings.  The following research activities were carried out

  • Desk review of customer complaints
  • Desk review of policies and procedures
  • Interviews with 10 staff including the Managing Director, Operations Manager, 2 shop floor staff, 2 delivery staff, the HR Manager, one payroll assistant, the receptionist and the Premises Manager

4.0  Findings
SHDE Holdings has expanded rapidly in the past 3 years.  There has been a huge increase in complaints form both customers and suppliers.  Staff morale is low and staff turnover high.
It is clear that this company value their customers and had a record of excellent internal and external customer relations.  The SMT are shocked to find that complaints have increased by 50% and staff turnover is high.  They acknowledge that there is a communications issue within the company
Customer complaints have risen by 50% within the last year.  The causes for complaints are varied.  Only 3 % concern the product itself.   Over 55% of complaints concern delivery.  (Most are about late delivery.  The remainder are about delivery to an incorrect address).   The delivery staff acknowledge these problems.  They are sent notes in the internal post about changes to delivery details – and by the time they receive them the package has often been sent.   Sometimes they are told about changes (verbally) and fail to write it down.  There appears to be no formal system for communicating changes to orders.
25% of complaints concern poor face to face communication during the delivery of customer service on the shop floor.  Some complaints referred to rudeness.  One complaint made it clear that there was clearly conflict between staff on the shop floor.  Other issues include misunderstandings, the fact that the store only sends texts to advise of delivery times and many of the older customers do not use texting.  There are also poor letter skills, appearance of staff and the tone of some of the communications received are inappropriate.
There are no formal communication policies and procedures.  As a result:

  • there is no protocol for answering the phone
  • complaints are often not acknowledged (and it may take some weeks for a formal response)
  • there is no standard protocol for internal communication – some use internal post, others use email or word of mouth
  • the company Facebook page was recently used to inform customers of product changes
  • suppliers are not dealt with consistently
  • communication between line managers and their staff is random.  There appear to be no regular meetings to disseminate and gather information.
  • The SMT do not meet regularly

 
5.0  Conclusions
The communication problems at SHDE Holdings affect all areas of the business.  All levels of staff are hindered by poor communications within the company and the customers are badly served.  There is huge potential for the growth of this company but for this to materialise these issues must be addressed.
 
6.0  Recommendations
a)  A series of training workshops is required for customer facing staff. These workshops to be delivered to all staff and cover both internal and external communication
b)  In order to improve performance SMT need to be advised of best practice in terms of organisational communication. A formal report for the senior staff and line managers at SHDE Holdings should be provided
 
Guidelines for assessors
The assignments submitted by students must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit.  The suggested evidence listed below is how students can demonstrate that they have met the required standards.

Task number Assessment criteria Suggested evidence
1. 1.1, 1.2, 1.3,2.3,
5.1, 5.3		 Formal report
2. 2.1, 2.23.1, 3.2
4.1, 4.3		 Oral presentation, presentation slides,presentation notes, witness testimony
3 4.2 Witness testimony
4 3.3, 3.44.4
5.2, 5.4		 Witness testimony, written preparation documentation, minutes
 
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BUSINESS PLAN ASSIGNMENT BRIEF ON ENTREPRENEURSHIP REPORT ASSIGNMENT QUESTIONS

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Business Plan Assignment Brief (60%)
Your Business plan should have a contents page, an executive summary, a reference page and appendices
(to include any supporting information).
The word limit is 3000 words excluding a Contents page, Executive Summary, Appendices and a References
page. Please indicate which information is taken from your Opportunity Analysis Report which you have
completed earlier. Use Appendices to include Financial calculations.
NB: Please note that the word limit suggestion for each session is for general guidance only. Should you wish
to include more or fewer words in each session is entirely up to you. All assessment points are equally
weighted, and we advise you to make a full use of appendices. Please note, you will also be assessed on your
use of sources, your writing style and presentation (how well you can communicate your plan to investors,
and whether you have written a convincing proposal).
Contents

  1. Executive Summary
  2. Marketing and Sales Plan
  3. Financial Feasibility
  4. Operational Plan
  5. Action Plan
  6. References and Appendices

NB: One of the strategies to ensure you have included all the points in your report is to paste and copy the
expanded version of your Business plan Template into your document and then include information covering
all relevant points. When you completed your analysis and it is ready for submission, please do not forget to
delete the expanded version of questions as it will be counted towards your word limit and may be
penalised.
Learning Outcomes to be assessed:
The learning outcomes to be addressed through this assignment are:
Knowledge and Understanding

  1. a) Analyse the critical debates about the role of entrepreneurs and entrepreneurship in the

delivery of business innovation.

  1. b) Evaluate the management efficacy of alternative approaches and tools to identifying, selecting

and managing emerging opportunities.
Subject Specific skills

  1. e) Provide a comprehensively researched and detailed analysis of emerging opportunities within a

specific business sector and show an awareness of the contrasting influences.
Key Skills

  1. g) Collate, organise, critically evaluate and synthesise evidence and information from a variety of

sources including: academic articles, business reports and case studies.

  1. h) Solve problems using complex concepts, appropriate tools and arguments leading to creative

solutions and innovative business approaches.

  1. i) Engage confidently in academic and professional communication with others, reporting on

proposals clearly, autonomously and competently.
 
 
Business Plan Template (60%)
NB: this is a template that you could use for Business plan with some points to consider
Please note that the word limit suggestion for each session is for general guidance only. Should you
wish to include more or fewer words in each session is entirely up to you. All sessions are weighted
equally.
Contents

  1. Executive Summary
  2. Marketing and Sales Plan
  3. Financial Feasibility
  4. Operational Plan
  5. Action Plan
  6. References and Appendices

Below is an expanded outline explaining step-by-step what you need to include in each session of
your Business Plan.
NB: One of the strategies to ensure you have included all the points in your report is to paste and
copy the expanded version of your Business Plan Template and then include information covering all
relevant points. Please do not forget to delete the outlined questions when you completed your
analysis and it is ready for submission.
Expanded contents

  1. Executive Summary (please provide a short, no more than one-page summary of your

business proposal)

  • Include the Name and address of business.
  • Executive Summary should include Mission and Vision statement and the statement of Aims

and Objectives (Hint: Please provide a short synopsis of the overall business plan. The
Executive Summary in your Business Plan should be reworked considering the feedback from
the Opportunity Analysis’ Executive Summary). Include also an overall description of the
most important aspects of the Business and clearly state the reason why an investor should
invest in your business.
According to the assignment brief, Executive Summary should include the Name and address of
business, Mission and Vision statement and the statement of Aims and Objectives, a short
synopsis of the overall business plan i.e. the most important aspects of the Business and clearly
state the reason why an investor should invest in your business.

  1. Marketing and Sales Plan (approx. 1000 words)
  • A description of the nature of the products and services to be provided and the outline of

the customers and mode of promotion and delivery. (Hint: Please refer to your Opportunity
Analysis Report to include only key information about your market and niche. Do not include
11
your detailed analysis of the environment and market you carried out in your Opportunity
Analysis Report)

  • Provide a precise description of the key decision-makers (customers) involved in purchasing

the products and services. Outline predicted pattern of demand, i.e. anticipated sales over
the first year, including any anticipated seasonal variations in sales (Hint: Please refer to
sales information in your Opportunity Analysis Report). Provide information about your
pricing policy by outlining of the prices to be charged and how these will be determined.

  • Explain how you will reach customers – What is your communication medium to evoke a

response? E.g. paid advertising, press releases, personal contacts, telesales. How will you
maintain intelligence about the market-place, secure sales and generate revenue? Provide an
outline of how potential customers will be informed about the products and services,
attracted to make enquiries and encouraged to make purchases.

  • The Business Plan should also indicate how the product/service will be distributed. Does

your plan include an appropriate promotional strategy that is realistic when compared to the
assigned marketing budget?

  • Include the name of the key people who will work in the business and an outline of the

knowledge skills and experience they will contribute to the success of the enterprise (Hint:
Please refer to your Opportunity Analysis Report to include the key information about the Key
people and Skills requirement for a new venture. Please incorporate any feedback from your
submission in the Opportunity Analysis Report). Consider areas of skills and knowledge which
are needed in addition to those mentioned above and how these will be dealt with.

  1. Financial Feasibility (approx. 500 words)
  • Include key data on sales and start-up costs (Hint: Please include the Spreadsheet to outline

your main calculations. Please incorporate any feedback from your submission of the
Opportunity Analysis Report and rework your calculations).

  • Provide details on how the company will be funded, including any loans or overdrafts that

may be required.

  • Include calculations of a start-up’s cash requirements (Hint: Please include the Spreadsheet

with calculations in Appendices. Incorporate any feedback from your submission of the
Opportunity Analysis Report and rework your calculations).

  • Include a break-even analysis with reasoning on the outcomes.
  1. Operational Plan (approx. 1000 words)
  • Identify the components of the production process for products and services. Apply Porter’s

Value Chain Model to identify key areas of Value creation.

  • Discuss how you will manage quality of your product/service and analyse whether

outsourcing can benefit a new venture.

  • Provide an outline of how financial and other quantitative record will be maintained in

management of Information Systems (Hint: See GDPR 2018 regulation which requires
businesses to protect the personal data and privacy of EU citizens for transactions that occur
within EU member states).

  1. Action Plan (approx. 500 words)
  • Provide key milestones of the new venture creation and include dates intended for fresh

initiatives to be taken based on the plan; the key decision/actions that need to be taken; and
any instance where more information is required and how this will be obtained (Hint:
Examples of key initiatives may include Vertical and Horizontal integration or creation of a
12
Strategic Alliance – see Growth strategies, or selling the business – see discussion on Harvest
and Exit etc.).

  1. References and Appendices – Please include any appendices, spreadsheets to support your

proposal, and include a separate page with references.

 
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ORGANIZATIONAL COMMUNICATION ESSENTIAL FACTORS QUESTIONS AND ANSWERS

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NEW ZEALAND DIPLOMA IN BUSINESS (LEVEL 5)
Course Title Organizational Communication
Course DBN506 Version
Title Assessment 1: Individual Assignment & Individual Presentation
Level 5 Credits 20 Total Marks [Weighting] 100[70%]
Student Name
Student ID
Tutor’s Name
Week Due Due Date
LO115% weighting LO220% weighting LO315% weighting LO620% weighting
Max Marks Scored Max Marks Scored Max Marks Scored Max Marks Scored
Part – A section iii &section iv. 30
Part A –section v. 20
Part A –section ii 10
Part A –section i & vi 10
Part B –presentation 20 10
TOTALS 30 30 20 20
Weightingadjustment % % % %
Assessor’s Overall Feedback
 
 
 
 
 
Student’s Signature:                                                                     Date:                                   

LEARNING OUTCOMES ASSESSED

Learning Outcome Question Mark Allocation Percentage Allocation
LO1. Use verbal communication Part A Section I & ii 
Part B – Presentation		 10
techniques to enhance operationalbusiness relationships with 15%
stakeholders. 20
LO2. Use written communication techniques to enhance operational business relationships with stakeholders.  Part A sections i, iii & iv   
30		   
20%
LO3. Apply professional and ethical Part A Section I & vi. &Part B – Presentation 10
behaviour using both face-to-faceand technology-based 15%
communication. 10
LO6. Develop an understanding of business communication models and barriers to successfulcommunication.  Part A Section i & v  20  20%
Total 100 marks 70%

General Instructions:

  1. “APA” 6th edition referencing and citation are compulsory.
  2. Plagiarism would be dealt with zero tolerance, and you would fail the assessment.
  3. A soft copy of the assignment must be submitted on Turn tin by the due date, and a hard copy must be submitted to the lecturer on the date advised by the lecturer.
  4. Be advised that any similarity rate 15% or more will result in zero marks as stipulated above.
  5. Your work should be free of errors with respect to grammar, spellings and punctuation.
Please read and sign the declaration below:
I have understood the content and learning outcomes to be assessed.
I have been advised of the purpose and the process of the assessment.
I consent to assessment results and materials being used by my establishment.
I agree to carry out the assessment without assistance from anyone else.

 
                                                                                                                    /        /        
Student’s Signature                                                                             Date
When uploading your assessment to Turnitin, label your assessment as:

Turnitin Upload Name Sample
Course Code; Assessment 1 (Name: ID) DBN506;Assessment 1 (John Doe: TIZ0000123)

 

Scenario – Background information

Fisher & Paykel Factory Relocation to Thailand

Friday, 27 April 2007, 11:33 am
Press Release: Fisher and Paykel
Fisher & Paykel Appliances (FPA) plan to relocate part of its manufacturing operations to Thailand.
Production facilities for the Smart Drive® and AquaSmart® washing machines and clothes dryers, both currently located in Auckland, New Zealand, are to be moved to a purpose built facility in Thailand
A number of factors have contributed to this decision. Competitors are already supplying laundry products to the Australasian market from low cost countries like China, Thailand and South Korea.
The relocation of facilities will take place over the next 12 months. The move will involve shifting plastic injection molding machines and dies, fabrication equipment, assembly equipment and metal pressing facilities.
The expected financial benefits are in the vicinity of $10-$15 million per annum, at a one-off cost in the order of $20-
$25 million. Additional cost savings are also expected from the sourcing of some raw materials and purchased parts from local vendors in Thailand.
The relocation will lead to an estimated reduction in the Auckland based work force of approximately 350 positions. Fisher and Paykel will endeavour to accommodate as many staff as possible elsewhere in the organisation as vacancies arise.
“The decision to move the Laundry plant out of New Zealand wasn’t one that was taken lightly,” said John Bongard, Chief Executive Officer and Managing Director. “Most of our competitors supplying the Australasian market do so from facilities in low cost Asian countries which offer generous manufacturing incentives. Also the environment in New Zealand for our type of manufacturing operation has deteriorated due to a combination of factors, such as high interest rates, persistently high exchange rates and some trade and tariff policies. Our laundry margins have suffered considerably over the past 4-5 years. Without this relocation to Thailand our continued future in Laundry design and manufacture would be doubtful.”
“The ongoing research and development for these products will continue to be based in New Zealand,” says John. “We must persist in pushing the innovative envelope for our products in order to stay ahead of the game. We cannot afford to be a me-too company. If we don’t continue to innovate, we won’t survive, but in order to do this, we also need competitive manufacturing facilities. This is what this move is addressing.”
The Thailand plant continues Fisher & Paykel Appliances push for international expansion, being the fourth offshore manufacturing facility in recent years. It follows the acquisitions of DCS Inc in the USA and Elba SpA in Italy, and the relocation of the in-house laundry and motor production facility to Clyde, USA.
Fisher & Paykel. (2007) Fisher & Paykel Factory Relocation to Thailand [Press Release]. Retrieved October 3, 2018.
Your Role
You are the Communication Officer for Fisher & Paykel Appliances Ltd (FPA) and have been asked by the CEO John Bongard to produce a Business report. You are to investigate a range of communication methods available along with your recommendations as to the preferred methods of communication to FPA stakeholders.

Part A – Individual Business Report 40 % (LO1, LO2, LO3 & LO6)

Task 1 Using the scenario above you are to take on the role of Communications Officer for Fisher & Paykel Appliances Ltd (FPA) and write a Business Report which investigates and make recommendations on suitable business communication methods to FPA stakeholders advising them of the decision to relocate their factory to Thailand.(6 points)
NB. Ensure that you have:
·         A logically structured report,
·         use the correct formatting
·         Use appropriate language, spelling and grammar.
Present your report appropriately with the following sections included:
·  Cover page
·  Executive Summary
·  Contents
·  Main Body
·  Recommendations/conclusion
·  Appendix
 
Your Business Report must include the following: –
i.            A description of two (2) types of verbal communications suitable to communicate to FPA stakeholders e.g. meeting one-on-one, group presentation, radio/TV interview, and describe the two (2) advantages and two (2) disadvantages of verbal communications to enhance stakeholder relationships. It must include the appropriate use of four (4) non-verbal communication techniques.
(10 points)
 
ii.            A description of four (4) types of written communications suitable to communicate to FPA stakeholders, e.g. memo, press release, letter, email, web page, and poster and describe the advantages and disadvantages of written communications in this context.
(12 points)
 
iii.             Examples of two (2) (At least one must be technology based) of your own written communications to FPA stakeholders.
·         Content relevant to the FPA stakeholder.
·         Both your written communication examples must apply bi-culturalism of New Zealand with the use of Maori greeting and sign off (e.g. Kia Ora, Nga mihi).
·         Both pieces of writing must have appropriate formatting and conventions

 

·         (E.g. Letter format/Email format or other appropriate formatting)

 

  • Both pieces of writing must include professional language, ethical and behaviour.
  • Use of appropriate English skills (Grammar, usage, punctuation and spelling).

(2 written examples 6 + 6 for language = 12 points)

 

  1. An application to the scenario of two business communication models.

Discuss each of the business Communication model with appropriate referencing and apply the model to the case study.

  • You are expected to give the main characteristics /features of the communication
  • Apply these features to the scenario and reference it correctly by using APA referencing.

(10 points)
 

  1. Discussion of three (3) barriers to successful communication FPA would need to consider with four (4) methods to overcome these
    • Discuss 3 barriers in communication
    • Apply each barrier to scenario(Barrier + application to FPA -3×2= (6 marks)
    • Provide 4 methods to overcome each of the barriers (4 Marks) (10 points)
  2. Recommendations and justification of four (4) different communication methods suitable to a variety of stakeholders in the scenario. Your recommendations must include a mixture of both verbal and written communication, and should consider ethical behavior that FPA should show when communicating with their individual stakeholders.

 
Ensure your recommendations on the appropriate communication method(s) includes the right ethical behavior that FPA should consider when communicating with their individual stakeholders.
 
Give reasons for your choices and highlight the ethical behavior to justify your choices of communication(s).

(10 points)

Part B – Individual Presentation 30 %( LO1& LO3)

Task 2 You are to deliver a press conference to the New Zealand press. You are required to use PowerPoint announcing the decision to move Fisher and Paykel manufacturing to Thailand.The aim of the press conference is to be open about explaining the move. It is also to assure all relevant stakeholders about the appropriate communication principles used or to be used by FPA.
Ensure you apply effective verbal and non-verbal communication principles in your presentation along with the application of professional and ethical behaviour in your conduct and your visual aids used.
You will be marked on the following criteria:
·         Introduction (Introduction of your role and the purpose) 5 Marks
·         Body (The factual and manual content) 5 Marks
·         Conclusion 5 Marks
·         Time management (Min. 5 Mins/Max.8 Mins.)                     5 Marks
 
·         Delivery Style (2 marks each) -10 Marks
(Includes: i. Elocution, ii. Non- Verbal /Body language,
iii. Personal appearance, iv. Professional Visual aids and v. confidence/courtesy and respect)
(30 points)
This presentation will be recorded for moderation purposes. Note: Rubric given for your reference.

 

 
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