Leadership Communication

Purpose, Strategy, and Structure

Application 2.1 Case Study: Superior Foods
Prepared by Group 1:
Yefta Andrea | Giska Pramesti | Devi Novitasari | Bayu Dwi Prasetiya | Amanda Rahmasarasvatty
 Assignment
Case Study: Superior Foods

Define Determine the Draft message for

the purpose primary message employees

Clarify purpose for Use one of idea-generation Draft a message to the

communicating with the approaches to determine the employees, paying very
employees at the Nebraska plant primary messages careful attention to the
organizationa nd
presentation method
DEFINE THE PURPOSE
The purpose of communicate with the employees at the
Nebraska plant is to inform

To Inform
● Outbreak of bovine spongiform encephalopathy
(mad cow disease)
and it has been discovered in a Holstein cow in
Washington State. Seven countries imposed of
bans on the importation of U.S. beef including
from Superior Foods; Nebraska City

● In meantime, company need to shutdown the

production and it may affecting the plan and
structure.

● The new company’s policy that impact on layoff

around 25% of Nebraska employees.
RECOGNIZE THE CONTEXT
After we define the purpose, we need to recognize the context before creating any form
of communication.

Identify current Analyze impact

issues
• Bovine spongiform encephalopathy
found in a Holstein cow in Washington
State.
• Seven countries bans of U.S beef
imports.
for organization
• The decline in demand for beef import
to seven countries has forced company
to shut down production.
• The company’s financial condition
RECOGNIZE THE CONTEXT
After we define the purpose, we need to recognize the context before creating any
form of communication.

Analyze impact Identify employee’s

for employees
• Lay off around 25% of workers in Nebraska
as the largest producer in line with reducing
or stopping production.
• Also for non impacted, their division plan
may changed and organizations restructuring
may happen.
expectation
There will be many questions from employees
regarding this policy.
• What are the criteria for employees who will be
laid off?
• What rights do they get after being laid off?
• When the effective date & how the process?
DETERMINE MESSAGE
Based on the analysis, we can determine the messages to communicate with employees in Nebraska including the problem faced by company, its impact on
the company and employees, the best solution and providing support to meet employee expectations.

Be honest of Expressing gratitude Providing

the real situations and empathy support

Company needs to shut down
production and layoff about 25%
workers in Nebraskaxq due to
decreased demand resulting from
total or partial bans on beef imports
to seven countries.
It happens because of bovine
spongiform encephalopathy found in
a Holstein cow in Washington State,
nothing related with company
performance.
Appreciate their hard work of all Company offers the financial
employees for company and assure support, emotional support and
them that the situation is not due to outplacement assistance through
their bad work but is something expert financial and psychologist
outside company’s control. counselling, practical assistance
such as resume building, interview
coaching, career strategies
Known that this decision is difficult
not only for employees but also for
company and must still be decided.
Be respectful and ensure that
company will support all impacted
employees.

PRIMARY MESSAGES:
Management need to inform to all employees that this is not easy decision has been made, which management need to keep employee feel appreciated by telling
the truth reasons and clear future plan for this company. With note, all employees concern need to be accommodate well based on government law and with
giving empathy.
Draft Messages
To: All Employees
From: CEO of Superior Foods Corporation
Subject: A heartfelt thanks

Dear Superior Foods Nebraska Plant Team,

I hope this message finds you well. I am writing to address a matter of great importance that impacts all of us at Superior Foods Corporation, especially those here at the Nebraska plant.
Firstly, we would like to thank the employees for their outstanding accomplishments while with the organization.

As many of you may be aware, the recent outbreak of bovine spongiform encephalopathy (mad cow disease) in the United States has had a significant impact on our sector. Due to the
ensuing trade sanctions enforced by various nations, we are in a difficult situation that necessitates fast action. After careful consideration. this forced the corporation to implement an
organizational restructuring policy, which resulted in the layoff of nearly 25% of its employees. Determining this policy is undoubtedly difficult for both employees and the
organization, but decisions must be made in order for the company to remain viable.

The hard decision

Achieving financial independence more quickly has a profound cost for us, because when we take a hard look at how we fundamentally need to change (business focus and ways of
working), it also includes you, the people who are the backbone of this company. It pains me to say that, as a result of our organizational review, we have to part ways with some of
you.

In the past, we’ve been a company that wants to do many things, big things, all at the same time, but now that the world has changed, we must grow with more discipline and focus on
what’s most important. That’s why we approached the reduction with two main principles in mind. Firstly, to prioritize core products and businesses, and secondly to identify ways in
which we can make our organizational structure more efficient, enabling us to do more with less.

There is no way to make such a process easy on those affected, but we want to ensure that we are highly thoughtful and compassionate in supporting them through this transition. The
package we have put together is built around financial support that goes beyond what is statutory; well-being support that includes emotional, career, and financial counseling; and also
career transition support.

For those who are staying

Many of us are feeling the same emotions. When the dust settles, we will talk about the future and what’s next. But for now let’s support one another, especially those who are leaving
us.

I understand that you have many unanswered questions. Over the next few days and weeks there will be a series of meetings and town halls where we can answer your concerns. And if
you want to reach out to me directly, please do so. Let’s continue talking and being here for one another.

Jason Starnes
Superior Foods Corporation
THANK
YOU!