Written Analysis and Communication

A Report on
Gen Y in the Workforce

Submitted by
Ragavendar R
2014PGP279

PGP1 Section C
2014-16
On 10th February, 2015

LETTER OF TRANSMITTAL:
February 10th, 2015

To,
Dr. Abha Chatterjee,
Faculty, Written Analysis and Communication Course
Indian Institute of Management
Indore
Madhya Pradesh

Dear Maam,
SUB: A Report on Gen Y in the Workforce
I have enclosed a report on Gen Y in the Work force based upon my understanding
and analysis about the case. I am thankful for all the guidance and support given by
you to complete this report

Yours sincerely,
Ragavendar R,
2014PGP279
Section C
IIM Indore

Executive Summary:
The involvement of Gen Y workforce in the creative business like media is of
greater significance as the present generation not only be aware of the current
trends but also represents the majority of the audience group. Here in Rising
entertainment one such youngster who is trying to prove his pedigree, is ignored
without any moral boost. This pushed Josh to approach the CEO directly to explain
his idea which he felt could lift his career to new heights.

Table of Contents
Title Page

Letter of Transmittal

ii

Acknowledgements

iii

Executive Summary

iv

Table of Contents

Introduction

1.1

Analysis

1.2

Problem Statement

1.3

Recommendations

1.4

Conclusion

1.5

1.1.

Introduction:
Rising entertainment is one of the top three multimedia production and

distribution houses in the world. The company boasted large film, television series,
video, music, and licensed merchandise units. One of their recent projects is Fire
Force Five, the fourth sequel of a blockbuster film. The CEO of the company Sam
Smithstone, who has a friendly attitude towards his workforce, given the task of
distribution and promotion planning to one of his senior marketing chiefs Sarah
Bennett.
In order to capitalize on this opportunity, Sarah discussed with her team which
had a composition of Gen Y and Gen X associates. From their previous experience
Sarah took the decision of proceeding with their successful traditional way of
promotion of the film through print media. One of the new joiners of Rising
entertainment Josh Lewis felt that it will be profitable strategy to go for the online
media where the reach to different categories of audience is impressive and
abundant. His idea didnt get enough ground for consideration as the chief rejected
his idea based on the previous experience and lack of supporting figures to present it
in front of the senior management of the firm.
1.2.

Analysis:
Josh Lewis, a recent graduate from University of California disappointed with

his work life as it was far below his expectations. He joined Rising Entertainment as
marketing associate and currently working on the promotion strategy for Fire Force
Five (FFF) film which is one of the best blockbuster series of rising entertainment.
Sarah Bennett, the marketing chief of the movie division of Rising
Entertainment under whom Josh joined as marketing associate. Unlike Josh, Sarah
joined the firm as an entry-level copywriter and worked her way up in the
organization as marketing associate of 22-member film marketing unit. Through ten
years of dedication and hard work, Sarah has reached this level in the organization.
She was really interested in the post of EVP which seemed to be in reaching heights
if she could show successful numbers in the promotion of the companys recent
release Fire Force Five.

Although Sarah supported her subordinates, thanks to the recent HRfacilitated training session, she couldnt spend much for her time to hear from them
as she had many other responsibilities. One such ignorance led to disappoint Josh,
who felt ignored by her act. He felt the urge to move up the organization ladder
through his creative abilities and skill, unlike Sarah who waited for ten long years. In
order to give a shot at his non-traditional distribution and promotion plan Josh
approached the companys CEO Sam Smithstone to explain his idea. To his surprise
Sam seems to be interested and he wants to hear further details about the plan. This
incident questioned Sarah about Joshs commitment to his superior and the
responsibility Sarah had over her team.
1.3.

Problem statement:
What are the different ways through which Sarah can improve her

communication with her team and encourage them?

What should be the importance given to Gen Y associates, so that the team
can act effectively for the new project?

1.4. Recommendations:
1.4.1. Feedbacks before and after team meetings:
Team meetings about the new movie are of high significance as Sarah
desperately wants to change the tide in her favour to reach the EVP post. The new
movie FFF, fourth of the successful movie series, remains the companys greatest
target of this year. Sarahs responsibility is to plan the distribution and promotion
route for the new release. From her previous experience Sarah wants to stick with
traditional way of promotion.
Sarahs premeditated approach towards the team meeting made her ignorant
about the new ideas prompted by Josh. She failed to hear the feedback from Josh
which led to his inappropriate approach. If she went to the team meeting with an
intention to hear other members view and heard the feedback, Josh wouldnt have
approached the CEO.
Evaluation:
Feedback not only compiles the different views of all the team members, but
also provides the opportunity to evaluate our plan. Sometimes it may lead to
constructive alternatives and better solutions.
6

1.4.2. Training session about the organization culture:

In addition to providing technical training for the new joiners, it is advisable to
provide them knowledge about the organization structure and culture. This helps to
gel well with the existing culture and will lead to better behaviour.
Evaluation:
Joshs meeting with the CEO is a result of inadequate knowledge about the
organizational culture. Though Sam took Josh suggestion on a positive note, if the
facts couldnt support his claim it will lead to bad reputation about both Josh and his
chief Sarah.
1.4.3. Frequent interaction session within team:
Sarah rejected Joshs new idea because of lack of facts to support the idea.
Josh failed to notice the companys history which showed that they have already
tried online websites for promotion. If at all Josh interacted well his colleagues, he
would have known this before in hand and supported his claim with suitable facts.
Evaluation:
It is better to gain thorough knowledge about proposals which we plan to
present in team meetings. Supportive facts stabilize the idea in the minds of the
team members and the proposal gains importance.
1.4.4. Incentives for successful ideas:
Another way to encourage Gen Y workforce is by providing suitable incentives
for their valuable contribution. This boosts the young talents to come up with creative
ideas and think different from the existing ways.
Evaluation:
If Sarah supported Joshs non-traditional way for promotion by providing
suitable incentive, he would have come up with his own ways to come over the past
failures. Incentives need not be economical, moral support from the chief through
encouraging words will do the trick.
7

1.5. Conclusion:
Based upon the analysis, it is clear that because of Sarahs denial Josh had to think
of a rational way to establish his idea. If Sarah paid more attention towards her
younger associates through feedback sessions and mentorship programs, this
incident could have been avoided. Now in order to keep her reputation high, she
needs to help Josh to come up with supporting numbers and analysis. Thus by
encouraging and involving more in the ideas of the younger associates Sarah can
come up with a successful plan for the distribution and promotion of the new film.