PROPOSAL

Group 5
Mai Khắc Kiên - 11192613
Giang Thị Sơn - 11194547
Hoàng Thu Hiền - 11196130
Nguyễn Thị Ngọc Ánh - 11190666

I. Company background

Apax Leaders is invested and developed by Apax Holdings Joint Stock Company,
operating mainly in the field of training, teaching English and developing
comprehensive thinking skills for the young generation in Vietnam.

SCALE OF ACTIVITIES
Apax Leaders is proud to be the first English Center in Vietnam with:
● More than 120 Centers nationwide Where do you get all this information?
● More than 120,000 students are studying
● Expanding to more than 30 provinces.
● With more than 750 native teachers with international English training certificates
such as TESOL, TEFL, CELTA
● Over 1000 teachers and class leaders graduated with a major in English.

II. Case study 1

a. Overview
Originated when Apax Leaders English Center in Buon Ma Thuot City recruited
English classes for children, this center suddenly disappeared along with the huge
amount of tuition fees collected from students.
Apax Leaders explained the closure as "for cost optimization", Apax Leaders Buon
Ma Thuot Center is in the process of moving to a new location and classes are
expected to reopen in early October 2022. How did the center notify the changes to customers?
"However, during the process of notifying parents and students, there was an
be specific
interruption in communication, leading to some parents not receiving information,
causing unnecessary frustration and misunderstanding for parents”, said Apax Leaders
representative. who are the reporters? Why are they involved? How did they research?
Nevertheless, according to the reporter's research, Apax Leaders' explanation is not
entirely accurate. Apax Leaders Buon Ma Thuot English Center quietly closed,
how inconsistent is it?
parents were informed but inconsistent. Others claim that as a confuntory response,
they do not receive the notification.

b. Reasons to choose the case

For the first situation, the issue of the company Apax Leaders is chosen for our study
for some reasons. Since external communication is the transmission of information
 other people? external
communication?
between two organizations. It also occurs between a business and another person in
the exterior of the company. The lack of external communication can damage brand
image and lead to misunderstandings between customers and clients. By studying this
case, we want to have an in-depth view of external communication and discuss
possible solutions. Moreover, our group also wants to give it a try to solve the
problem and learn from practical cases, especially how to communicate more
effectively and appropriately.

c. Analysis
Problem
● Inappropriate communication channel: Apax Leaders only informed its students
and parents about the temporary closure by sending a message via Zalo and sticking a
notification paper on the door. First, Zalo is a useful tool to transfer urgent
information; however, it is not a suitable channel to inform such an important and
datatable decision because some people may miss that message. Second, using
notification paper is one-way communication, it only transfers information from the
center to parents, but leaves no way for parents and students to send their feedback.
The communication process, therefore, is incomplete, leading to miscommunication
because the parents and students didn’t receive what they needed from the center.

what exactly
was the reason
for the closure
of the school?
is it involved
the burning of the
server or the
relocation?

● Ambiguity: In the Zalo message, Apax Leaders used a vague word “sớm nhất/ soon”
Is this ok to but didn’t say exactly what date it will get back to the parents and students with
say so when updates about class. Moreover, there were no clarifying questions from parents. The
even companysame feature also can be seen in the notification paper in which Apax only provided
may not know
when the the closing date, but left no expected date and place for reopening. What do you mean?
problem ● Assumption: Assumptions from both sides led to misunderstanding. On the one hand,
is fixed? parents supposed that the center will handle difficulties and reopen classes for
students after 20-21/8/2022. On the other hand, the center assumed that parents would

Why did both sides have assumptions? Is it natural to have assumptions? What are the roles of
assumptions in communication? How do assumptions affect communication?
 be sympathetic towards this sudden change and happy to send their children to classes
again “Xin chân thành cảm ơn sự thông cảm và hợp tác của Quý PHHS”.

Consequences What happened after the notice? What led to all the consequences listed
● Loss of trust here?
● Bad reputation
● Economic damages

d. Suggestion How big is the meeting? purpose?

- Select correct channel for both Center and Customers: a meeting is preferred, whether
virtual or face-to-face because it will help the center clearly inform their plans and
immediately receive the feedback from the parents. A phone call is another choice but
it may take time and effort to transfer the same information to many people.
- Use specific and concrete language: instead of saying “soon” - a vague word, the
center should give an exact date that classes will be reopened. Moreover, in its
notification paper, the center should provide the new location and expected date for
customers, partners and people who may concern it.
- Remove assumption: when communicating with customers, the center shouldn’t have
presumed anything about their customers without conducting research to acquire
evidence.

This part is
e. Lesson learned from the case study
too general. - Select correct medium: use verbal or face-to-face communication when needed.
You said that - Use clear communication
the school closed ❖ Use concise words
quietly. It is clearly ❖ Use specific and concrete language: numbers, data, etc.
an ethical issue.
What do you think ❖ Check assumptions carefully
customers should ❖ Follow up with the receivers to check whether they have understood or not
do in this case? - Be a good listener
❖ Leave available contact point
❖ Be sympathetic and responsive
- Be a ethical communicator
❖ Tell the truth: avoid making untrue or deceptive statements

III. Case study 2

a. Overview collect the labor contract
Ms. Minh has been the Branch Manager of Apax Leaders at Vinh City for 5 years.
until when?
why is there no However, she didn’t receive how any payment since April of 2021. Although the center
many? who? the center or the staff?
payment? lately transferred salaries for employees, they had no specific date of payment. After
messaging back-and-forth with the CHRO, she just received 5 million for 9 months of on what
basis is
work. Because of the unacceptable solution of the company, she directly sent a salary paid
what kind of what kind of message?
message to Mr. Thuy, who is the Chief Executive Director of Apax Leaders. However,
internal communication
does the company she didn’t get a reasonable response.
have? What is the response? Did she receive one?
Why was it not reasonable?
 b. Reasons to choose situation

The flow of information and feedback between the staff and the company plays a key
role in the operation of the organization. The lack of internal information will have
negative effects on the job satisfaction and commitment of employees. By studying
this case, we want to have an in-depth view of internal communication and discuss an
alternative solution. Furthermore, this is also a way for us to earn experience on how
to communicate within the organization more effectively and appropriately.

c. Analysis
Problem
● Missing the “you” view:

Mr. Thuy, Apax Leaders' Chief Executive Director, focused on the company's
difficulties rather than offering solutions. His response was rendered ineffective due to
inappropriate words and poor expression. Apax Leaders, according to Ms. Minh,
wanted to postpone the time. Furthermore, the employees might believe that Apax
Leaders forced them to choose between quitting and working without pay. By
neglecting to include the “you” view, the response had a negative tone of voice and
became irresponsible, which made listeners disturbed and frustrated.

what are the possible harmful effects for Mr Thuy to

communicate this way? Are there any damage to
his company? his image? does the message reveal
any secrets or expose the company's difficult
● Choosing the wrong channel situations?

be more Ms. Minh chose an inappropriate business communication channel, Instant Message.
logical? Firstly, instant messaging leaves a permanent digital footprint and can cause
analyse why
widespread public embarrassment. Chats conducted over this instant messenger, for
she chose to
send the direct example, could be easily copied and pasted and end up in the wrong hands. Secondly,
message to the
CEO?
 what does 'unplugged audiences' mean?
what are malfunctions?

explain this part instant messaging may also be inaccessible to unplugged audiences and is subject to
malfunctions.

Consequences
Loss of trust
Bad reputation
Economic damages

d. Suggestion
- Select correct channel for both Center and Staff: a meeting is preferred, whether
virtual or face-to-face because it will help the center clearly inform their plans and
immediately receive the feedback from the staff. A phone call is another choice but it
may take time and effort to transfer the same information to many people.
- Strive to show staff benefits: Start with a buffer, such as understanding or an apology
for the company's late wage payment. Instead of postponing, offer solutions.

e. Lesson learned from the case study

- Select the correct medium: use face-to-face communication or virtual video call when
needed.
- Use clear communication
● Use appropriate words
● Minimize abbreviations
● Avoid strong emotions
- Be a good listener, including “you” view in communication

IV. References
https://cafef.vn/trung-tam-anh-ngu-apax-leaders-buon-ma-thuot-bi-doi-tien-mat-bang-
20220923195019536.chn

https://viez.vn/apax-leaders-bi-to-lua-dao-om-tien-hoc-phi-bo-tron-no-luong-nhan-vie
n-hon-tram-trieu-dong-rAlQvSPbJH6B.html?fbclid=IwAR2iColp7jEzhAp2C0om62J
Tj1WSRyQQCiKlruRhRDF2HdfK81MnsTtF0K8

https://phunumoi.net.vn/chuyen-gi-dang-xay-ra-tai-trung-tam-anh-ngu-apax-leaders-c
ua-shark-thuy-d257475.html?fbclid=IwAR2i8KM2luM3-PRraW5Xg_MnMvJXN4lP
XuOtJYnPv4mvTqs4iEkNUXn3sqs

https://www.facebook.com/hoanglam.ho.56/posts/pfbid0HwhA3cYU6eULvX5mMH
p59bEb19w5jbBUGeXdVChCM15a1rA968MbTKGRWSgC13qUl