Primavera Seafood Inc. Case Study: Free Sample Case Study To Follow

Primavera Seafood Inc. is the world’s largest supplier of seafood. In the case at hand, Primavera is faced with a crisis involving uncertainties in prices of lobsters, yield levels of lobsters, and working mechanics of newly acquired equipment that are used to process the lobsters. As a result of these factors, the company faces the possibility that it may suffer losses from the current supply contract for lobster considering the strict requirements by the purchasing airline. After reviewing the situation, the company has discovered that the break in internal communication processes is the major reason for all the problems that the company is facing. A question then remains on how the company should structure its communication processes to ensure that it prevents such situations in future. After the analysis of the case, this document provides a communication strategy that would help in dealing with the enemy within Primavera Seafood Inc. The company must reinforce email communication with more team engagements and boardroom meetings.
The analysis of the situation at Primavera Seafood Inc. reveals a key weakness in the company’s communication strategies. As revealed in the case study, almost all correspondences and communication goes through email. There are hardly any correspondences shared through any other form of communication, as pertains the normal business processes. The result is a major break in communication as demonstrated in the case where the company communicated a price lower that what the company would have wanted to offer for the lobsters. Secondly, the company lacked a formal contract with the supplier as pertains to the price especially when considered that after it was communicated on email, there was no formal contract explaining the breakdown of the price. Thirdly, the company noted the problem of lack of proper training, of the employees, on the proper communication channels and approaches. It is these factors that the company must address.
The organization must pursue an integrated communication strategy that will allow the company to identify issues, such as those identified in the case, before they can result in losses for the firm. The integrated communication strategy shall include the email, boardroom meetings, and authoring of formal contracts and documents of business documentation to help in dealing with the problem at hand. The integrated communication strategy shall offer a more open approach to communication of issues. It will be possible to identify breakdown quickly, and it will also be possible to get immediate feedback as opposed to the use of emails where feedback is normally delayed.
The implementation of the proposed strategy requires, to begin with, an induction program for all employees. The induction and training program must focus informing the employees about the breaks in communication that have been the reason for the failures at hand. The employees must then be fully trained on the changes that require being implemented in the company with specific information on the manner in which communication must be conducted. Emailing is expected to continue being an important part of the communication process. However, it must be accompanied by other channels of communication that enhance the confirmation and feedback processes. Further, the employees must be trained on the use of business documents including the quotation forms, order forms, invoices, delivery notes, and all other documents that must be included in the business process. In the ordinary accounting process, the paper trail is important in determining whether a transaction took place or whether a contract exists and this is the reason why these documents must be important in the communication process and it the same reason why all those involved must be informed of their application.
The integrated communication strategy shall be implemented within a period of one month. Over the period the employees shall be trained effectively, and a schedule of weekly meetings set to ensure that communication is improved in the company. The strategy document recommends weekly meetings on Mondays, bringing together all the heads of departments at Primavera. The importance of this is to ensure that Primavera addresses all questions at the beginning of the weeks and sets the goals that should be achieved within the week. This would encourage extensive discussion of all issues including contracts such as the one that is the reason for this discussion. Most importantly, it would ensure that the company identifies issues that may be contentious at early stages and ensure that they are well addressed. Departmental meetings may be held at the convenience of every department while any follow-up may be done either in person or through email. No business transaction shall be entered without a valid contract or proper documentation of the business process. This creates not only a point of reference but also ensures that information is communicated properly. For instance, if the pricing of the lobsters had been communicated through a quotation, it would have been easier for the company to include information on customs and other taxes.
In concluding, communication strategy at Primavera Seafood Inc needs to be changed. The company had email communication as the primary communication channel, and the employees are not properly trained on the communication approaches. The result has been a breakdown in communication resulting in potential financial losses as well as the lack of a proper confirmation and feedback system. This document recommends an integrated communication strategy that will include proper documentation of the business process, use of boardroom meetings, and emailing. All employees must be trained on the communication processes, and the strategy must be implemented within a period of one month.