MGT600 - Management, People and Teams: CST Company Analysis Report

This report provides an in-depth analysis of ComSyst Technologies (CST), a multinational communication software firm, examining the challenges it faces in the business environment. CST is experiencing issues that affect its ability to attract tenders, retain employees, and effectively manage its operations. The report highlights key challenges such as declining employee retention rates, the resignation of key specialists, and the ineffective use of technological advancements. It further discusses the impact of these issues on CST's market image and overall performance. The recommendations include implementing effective marketing strategies to improve brand positioning, developing employee career opportunities to enhance retention, and improving internal communication to address awareness gaps within the organization. The report emphasizes the need for CST to address these internal issues to ensure its sustainability and competitiveness in the market.

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Management, People and Team
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Management, People and Team 1
Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Discussion of Challenges.................................................................................................................3
Recommendation.............................................................................................................................5
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
The objective of the paper is to enlighten the reader with the details about the given case
of CST company in the business environment. Every organization present in the external
industrial environment face certain issues that hamper its growth and productivity. Such issues
pull the growth of the company downwards and reduce its competence as well. Every business
faces several ups and downs in the market but they need to consistently maintain their growth so
as achieve sustainable competitive in the target market. Further, below mentioned report explain
details about the issues faced by the company CST in the business environment and the
recommendations for the company to grow and initiate its sales in the external environment. The
issues faced by CST are making it difficult for the organization to attract tenders and effectively
implement sales in the business environment (Noe, Hollenbeck, Gerhart, & Wright, 2017). More
details about the report are discussed below:
Background
The company ComSyst Technologies (CST) is a multinational communication software
firm and system developer company that provide variety of IT services to the customers in the
target market. The company serve defence as well as emergency services to several industries.
The company is placed in different parts of the world that are Australia, New Zealand, the United
States, Philippines, India and South Korea. The organization was inaugurated in the year 2008 by
few people belonging to engineering background that is Control/ Electrical Engineering. The
company has recently started facing several complications in the business environment that are
disturbing it regular business activities as well. The company has started to face several issues
and due to such issues the company has started losing several tenders in the industry as well
(Alvesson, & Sveningsson, 2015). These internal issues of the company are hampering market
image of CST due to which sales is also depleting. The company lost several tenders against its
competitors which means that the business is not efficient enough to fight against tough
competition in the external environment. Resulting in which, the market share of the company
CST is subsequently depleting from past two years. This decline in the productivity of the
company is a serious threat for the complete organization that the business needs to consider

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otherwise it will rot the productivity and make it unsustainable in the market (Masud, & Daud,
2019).
Additionally, it should also be noted that the company faced difficulty of manage its operations
in different projects that reduced its competence in the market. Incompetence of the company to
manage the operations given to them initiated bad reputation of the company in the external
market. The products and services served by the company in the external market are sensors for
communication, instruments and several control panels and engineering systems as well. Apart
from this, the company also provide several communication and defence services to the
individual clients based on their requirement from the organization. Individual clients usually
contact the organization so as to attain instrument design, maintenance system, cabling and
termination as well (Hornstein, 2015). These are the main products and services that are required
by the customers from the organization. Further, considering the case study, it should be noted
that there are several issues that were increasing the struggle of the company to survive in
international market. The employee retention rate of the company was decreasing day by day
because it was becoming difficult for the employees to survive in the organization due to poor
workplace environment. Different official of the company holding special positions also gave
their resignation due to which the organizational structure of the company was disturbed. Lastly,
it should be noted that the inefficient technological advancement of the company created
difficulty for the business to serve to the clients and succeed accordingly (Kan, Adegbite, El
Omari, & Abdellatif, 2016).
Discussion of Challenges
The fact is known to all that the business faced several challenges in the internal environment
due to which the productivity of the company started depleting externally as well. below
mentioned are the three major issues that are important for the business CST to consider in order
to implement sustainability of the business in the external market:
 Decrease in the employee retention rate of CST along with the reduction in the morale of
the staff.
 Resignation of key specialists from the company because of reducing scope of work, as
the employees were unable to see that there was enough scope of growth for them. The

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company was unable to provide career oriented opportunities to the employees due to
which they were resigning and switching to other competitor companies in the market.
 Use of technological advancement in the business affected negatively to the overall
growth of the company. The company was unable to procure the technology in the
business and make use of it effectively due to which this resource was creating a gap in
the capabilities of the company. The organization was unable to manage the technology
resource due to which the benefit turned into disadvantage for the company (Marchewka,
2016).
These three major issues have started to impact on the overall brand image of the company in
the external international market. Through the analysis of the challenges, it can be clearly seen
that the employees were not provided efficient training in the organization due to which their
efficiency and motivation level reduced in the organization. Low competence of the employees
increased the difficulty to perform the task properly. Further, it was also noticed that the higher
level employees felt that the company was having limited scope of growth due to which they
found it better to escape from the organization in search of good opportunities (Sprinkle, &
Urick, 2018). Resulting in which middle level and higher level management started facing
difficulty due to lack of experienced manpower present with the organization. Dissatisfied
employees were unable to deliver their fullest efficiency due to which they will unable to satisfy
the employees in the organization as well.
Further, it should be noted that increment in the employee retention rate appeared as a serious
threat because the organization was facing lack of skilled labour with them. An experienced
employee is resource for the organization because they handle the complex situations and train
the subordinates as well. Thus, if the company will not have skilled labour with them, then they
will not be able to deliver valuable services to the customers not retain the new employees in the
company as well. The company is not initiating any actions to make the career development
opportunities for the employees due to which employees of the company are losing the will to
stay and work with CST. Development of new opportunities in the business could develop the
will among the employees to stay in the organization and work to provide benefit to it as well
(Kane, 2017).

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Lastly, it should be noted that it has become the need of the era for the company CST to
improve their internal environment otherwise; they will fail in the external environment as well.
The company need to change the workplace policies and develop flexibility in the business.
These strategies will help the organization to improve the internal environment regain the lost
reputation as well. It should be noted that the biggest issue that the organization is facing in the
external environment is the problem of unawareness, the company was facing so many issues
from a long period of time but no action was taken against it because the management was not
aware of the problems of the company and what they can cause to the business (Qi, & Chau,
2018). Thus, it should be noted the priority of the business to initiate activities to spread
awareness in the business and make each and every employee devoted towards the organization.
The company need to start changing the internal structure if they need to grow in the external
market.
Recommendation
Below mentioned is the list of recommendation that the business should use in order to
increase its sales and resolve the internal issues as well:
Effective Marketing Strategies: marketing is one of the most important business activities
of the company that helps the business to create a positive image in the eyes of the customers.
The company should position the brand in such a way that the customers get attracted towards
them in the target market. However, it should be noted that there is no way to implement position
strategy, as the customers are the people who position the company in the target market. So the
company can only implement the marketing strategies to satisfy the customers, satisfied
customers eventually position the company at right place in the target market and vice versa (Ax,
& Greve, 2017). Thus, it should be noted that the company should implement effective
promotion strategies to influence the customers and initiate positioning strategy of the company
in the target market. Promotion strategy refers to the strategy that helps the business to showcase
its products and services to the customers efficiently. The promotion strategy helps the
organization to attract the customers in the organization by explaining the specifications to the
customers in the market. There are various types of promotion strategies that the business CST
should implement in the target market these strategies are word of mouth, online promotion,

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physical promotion, advertisements etc. The business should create a promotion budget and then
they should implement the promotion strategies for the business accordingly (Yuan, Bao, &
Olson, 2017).
The company should initially develop the message that they want to forward to the
customers in the target market. The message should describe the unique selling proposition of
the company. The USP of the organization will help them in fighting against competition in the
external environment and attracting prospective buyers as well. Secondly, then the company
should develop strategy for the organization. The strategy should be formed in such a way so as
to formulate all the marketing and promotion activities in the environment. The company should
develop a push strategy that will help the management to implement high profile advertisement
in the environment. This strategy will help the organization to analyse the ways in which they
will implement marketing for the business (Chambel, Castanheira, & Sobral, 2016). Then the
company should define budget of the promotion activities in the environment. Budget will help
the organization to evaluate the amount that they need to invest in the market activities of the
company. Budgeting will also help the organization to identify the resources of the company and
the amount that is feasible for them to extract for the promotion activities (Clegg, & de Matos,
2017).
After analysing the budget requirement, the business should then again analyse the target
market of the company. It is important for the business to find out the right customers for the
company otherwise they will not be able to initiate sales in the target market. Thus, the business
should conduct the segmentation and targeting strategies in the external environment to as to find
and attract the prospective buyers present in the target market. After analysing the target market,
the business should then implement the promotion strategies so as to attract them and retain them
in the market. The business should also start initiating after sale strategies, this type of strategy
will help the organization to retain the customers, attain their feedback and analyse the problems
connected with the company (Fard, & Karimi, 2015). After sale service will help the
organization to find out the difference between the expectation of the customers and the services
delivered by the organization. Further, it should be noted that the business should make use of
below mentioned promotion mix strategies in the business:

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Traditional advertising: the company should use newspapers, radio and TV advertisement
to promote the services of CST in the external environment. This is most traditional form of
promotions in the environment (Adler, 2018).
Sales promotion: while implementing sales, the company should also provide discount vouchers
and free gifts to customers in the business environment so as to attract them (García, Munduate,
Elgoibar, Wendt, and Euwema 2017).
Public relations: the company should conduct several events so as to spread awareness in the
target market. They should sponsor various CSR (corporate social responsibility) activities in the
environment so as to retain the trust of customers and attract them as well.
Social media: this is the most important tool of promotion for the company, CST should make
use of several platforms like Facebook, Instagram, Twitter etc. to attract customers in the
business environment.
Thus, in this way, the company CST should implement the promotion strategies in the market to
eliminate the issues from business (Hamdoun, Jabbour, & Othman, 2018).
Employee Training: the company should conduct training for the employees so as to motivate
them and retain in the organization. They should provide regular training to the employees so as
to update them with the new and hi-tech technology prevailing in the international environment
(Teece, Peteraf, & Leih, 2016). This type of training will provide a motive to the employees to
stay in the organization because it will enlighten them regularly with new technologies and trend
prevailing in the environment. The company should train the employees by providing them
intercultural training activities, technical skill training, ethical training etc. The intercultural
training activities will help the employees to be cultural friendly. It will help them to work to
people belonging to different cultures in the external environment. Secondly, the technical skill
training should be provided by various renowned and experienced personalities present in the IT
industry. This type of training will help the organization to attain information about the core
subject so that they can further implement sales for the company in the external environment
(Singh, 2018). Lastly, the ethical training will help the employees to get information about the
ethics and code of conduct of the company. This will help the employees to clearly understand
about the objective of the company and what they want the employees to deliver. These training

Management, People and Team 8
will help the employees to effectively deliver superior quality services to the customers without
facing any barrier in the business environment. Thus, it should be noted that training would
resolve the problem of employee retention to some extent in the business environment (Delery,
& Gupta, 2016).
Set up Quality Analyst Team: the company should develop a quality analyst team so as to
formulate effective strategies in the external environment. The quality analyst team will help the
organization manage the quality of service delivery in the external environment. The team will
be attaining middle position in hierarchical structure of the company. They will monitor the
activities of employees and then report it to the customers of the company. Through this process,
the top level management of the company will also get involved in the activities of the company.
This process will significantly help the organization to analyse the training requirement present
with the employees. This team will identify the work of the employees and then compare with
the work of competitors so as to find out the drawback in their services (Howard-Grenville,
Rerup, Langley, & Tsoukas, 2016). The quality analyst should create personal bond with the
employees and they should explain them the service requirement of the company. The should
also conduct regular training of the employees to so as to develop brainstorming ideas for the
business and find out if the employees are facing any problem in the business. The quality
analyst team will also give a motive for the employees to stay as good and efficient employees
will be promoted in this team (Williams, et. al., 2017).

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Performance Management Process: the company should develop performance management
program in the business so as to retain the employees and compensate them for their services
according to the work conducted by them. The company should make use of performance
appraisal plan that should deliver feedback to the employees while compensating them. Under
this process, the organization should analyse the reflection of the employees through their
behaviour and work results as well. The management should study the work of the employees
along with their behaviour in the organization. Then the business should implement goals so as
to benefit the employees and the organization as well (Sánchez, 2015). The goals should be
formed in such a way that it should provide knowledge and other benefits to the employee and it
should also help in the completion of organizational objectives as well. Further, after completion
of the activity, the business should then provide feedback to the employees based on their areas
of improvement. After sharing the feedback, the management should identify the opportunities
available to the employees and the position that the management can provide to them so as to
motivate them. Based on that, the management should them provide reward to the employees and
should appraise them as well. Thus, it should be noted that in this way, the organization CST
would be able to train the employees, educate them and motivate them at the same time so as to
stay with the organization (Ljungholm, 2016).

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So, by using all the above mentioned recommendations, the company CST would be able to
eliminate challenges from the business and grow by attaining competitive advantage as well.
Conclusion
Thus, in the limelight of above mentioned events, the fact should be noted that the above
mentioned paper represented information about the company CST and the struggle faced by
them. The company was facing issues in the external environment because they were unable to
retain the employees in business, also the organization was unable to effectively make use of
technology that was hampering the productivity of the company in the business environment.
Thus, the above mentioned paper highlights the information about the CST case study along with
the elaboration of the major challenges faced by the company that were hampering its
productivity in the environment. Lastly, key strategic recommendations were given to the
company based in the issues and the external environment as well. With the help of above
mentioned recommendations, the company CST would regain its position in the environment and
will effectively compete against competition as well.

Management, People and Team 11
References
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