Republic of The Philippines

Nueva Ecija University of Science and Technology

Gen. Tinio St., Cabanatuan City

Case 6:
NORTHERN CONTAINER CORPORATION:
TIME TO CRY

Submitted by:
Erish Ken F. Domingo
BSCE-3C
INTRODUCTION

Engineer GodofredoMonsod, Jr., general manager of

Northern Container Corporation (NCC), was taken aback

by a letter-replay from a prospective new customer. 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 NCC’s operation at full capacity.

The company’s various departments are manned by a

personnel complement of 323, growing by 5 percent

yearly.

The increasing number of employees is a result of

the growing patronage of the company’s 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.

GodofredoTapiador. Engineer Monsod was able to convince

Mr. Tapiador to order his tin can requirements from

NCC.In January 10, 1997, NCC’s 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 reading the letter, Engineer

Monsod thinks what happened and what possible remedies

could be worked out.

BODY

“Without good business communication, the internal

and external structure of a business can face numerous

challenges that can ultimately lead to its demise. When

communication lines are open between a business and its

customers, it can directly affect the sales of the

business. When a business effectively communicates to

prospects and customers how its products and services

can benefit them, it converts prospects into customers.

Good communication ultimately boosts the bottom line of

a business.”

Communication may happen between superior and

subordinate, between peers, between manager, and a

client or costumer, between an employee and a

government representative, etc. It may also happen in

face to face, or through printed materials, or through

an electronic device like telephone or even a computer.

Communication is the very useful tool for informing

others and also to express what we are feeling. It is

the only way on how we are getting information that we

do not know yet. Also, it is the ways of sending the

information to people by using technology.

The achievement of the objectives of the

organization will depend on the performance of the

human and non-human elements attached to it. The task

of management is to program these elements correctly so

that each will respond accordingly to their assigned

tasks. Standard programming methods have already been

adapted by technologists for most machines and

equipment.

Recommendation

Effective communication can improve relationships

at home, work, and in social situations by deepening

your connections to others and improving teamwork,

decision-making, and problem solving. It enables you to

communicate even negative or difficult messages without

creating conflict or destroying trust.. According to

Better Communication Results CEO Lee Hopkins, a weak

delivery of a message can cause the intended receiver

to fail to act. This weakness can mean the receiver is

uncertain about the request. Often, it can mean the

sender has failed to present the request in a way that

motivates the receiver to take immediate action and

perform.

More often, we all know that communication is an

aid used in everyday life, in the business world, good

communication is important for the daily operation of

the company, but can also affect sales and

profitability. In Engr. Monsod’s case the

communications barriers occur because the needs of the

target audience are not fully give importance. The

message was not check to ensure that it has been

received and they focused only on one communication

channel. In business transaction, communication is

important since it helps the business to gamer the

clients’ trust and confidence because the presence of

business communication ensures that there is a sense of

professionalism in the business.

Conclusion

Effective communication is a learned skill, it is

more effective when it’s spontaneous rather than

formulaic. A speech that is read, for example, rarely

has the same impact as a speech that’s delivered (or

appears to be delivered) spontaneously. Of course, it

takes time and effort to develop these skills and

become an effective communicator. The more effort and

practice you put in, the more instinctive and

spontaneous your communication skills will become. In

all thought Engr. Munsod should develop his

communication skills in order for his company to reach

its peak of success.

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 company’s

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

company’s human resources and make the operation run

more smoothly.”