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Republic of the Philippines

Nueva Ecija University of Science and Technology


Cabanatuan City, Nueva Ecija

College of Engineering
Civil Engineering Department

CE 323 Engineering Management

Case Study no. 6

Submitted by:
Roger F. Villaruel, Jr.
BSCE 3-C
Case:

Engineer Godofredo Monsod, Jr., general manager of Northern

Container Corporation (NCC), was taken aback by a letter-replay from a

prospective new customer (see Exhibit 1). His company has been operating

for only five years and is in need of new customers with potentials of doing

business with them in a long-term basis.

NCC is engaged in the manufacture of general and sanitary tin cans,

cooking oil filling facilities, and molds and dies fabrication. Its factory and

administrative office is located at Valenzuela, Metro Manila.

Since, its first year of operation. Engineer Monsod worked hard to

make NCCs operation at full capacity. The companys various departments

are manned by a personnel complement of 323, growing by 5 percent

annually.

The increasing number of employees is a result of the growing

patronage of the companys products by customers. Engineer Monsod felt,

however, that the company needs one more good customer and their

operations will be at full capacity. It was in October 1996 that Engineer

Monsod came in contact with the general manager of a newly established

company, Mr. Godofredo Tapiador. Engineer Monsod was able to convince Mr.

Tapiador to order his tin can requirements from NCC.

In January 10, 1997, NCCs production manager informed Engineer

Monsod that unless new production orders are received by his department,

he will be forced to recommend the lay-off 12 workers in the factory. Five

days later, 12 workers were indeed lands off.

It was in January 25 that Engineer Monsod through of making a

follow-up of the agreement between him and Mr. Tapiador. A letter was sent
to Mr. Tapiador on the same day. On January 28, Engineer Monsod read the

reply of Mr. Tapiador.

After a while, Engineer Monsod composed himself and prepared to

think hard about what happened and what possible remedies could be

worked out.

Problem:

How could Engr. Monsod manage to have good and reliable

communication to other companies in order to attain more customers?

Introduction:

Communication may happen between superior and subordinate,

between peers, between a manager and a client or customer, between an

employee and a government representative, etc. It may be done face-to-

face, or through printed materials, or through an electronics device like

mobile phones.

In management, communication must be made a purpose and because

it has a cost attached to it, it must be used effectively. It is a vital function of

the engineer manager. If the required outputs must be realized,

communication must be managed.

Solutions/Recommendations:

Effective communication is a learned skill, it is more effective when its

spontaneous rather than formulaic. According to Engr. Mj Manalo, a manager

should learn to communicate internally and externally, within the company,

and with the other company. Nowadays, theres so much ways to

communicate like the aid of internet and mobile devices. All they can do is to

manage accounts and e-mails very well from time to time, to prevent
missing a message from other managers/customers. If he cant manage, he

can hire atleast one operator.

According to Engr. Ferdinand Elegado, Companies in different

industries require different mixes of talent and a relatively greater emphasis

on certain management functions. A software company often has a large

development staff. Structuring the reporting relationships within the

development team so creativity and productivity are maximized, and

deadlines are met, is vital to that type of companys success. Companies

often have to go through a reorganization phase in which individual positions

or even whole departments are repositioned on the organization chart in an

effort to better utilize the companys human resources and make the

operation run more smoothly.

Conclusion:

I therefore conclude that effective communication is a vital tool for any

business owner. Your success at getting your point across can be the

difference between sealing a deal and missing out on a potential opportunity.

You should be able to clearly explain company policies to customers and

clients and answer their questions about your products or services. It is

crucial to communicate effectively in negotiations to ensure you achieve

your goals.

References:

Name: Engr. Mj Manalo

Occupation: Senior Production Engineer (Bria Homes Inc.)

Address: Bulacan, Philippines

Name: Engr. Ferdinand Elegado

Occupation: Civil Engineer II (First Gen Corp.)

Address: Ortigas, Pasig City

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