Lao Brewery Company Case Study

Conflict Handling Style in Organization:

Case study of Lao Brewery Company

I. Introduction.

Conflict is a human’s natural phenomenon, which we cannot avoid whenever people have different goal or target; and this differences possibility cause a conflict afterward. Adams (2009) pointed out that disagreement is a part of sharing the view and will between people and he also said that to whom we can love if not an enemy, besides enemies there is nobody there to love. Conflict in social may perhaps start from minor factor within and between personal, organization and international level. The concept of conflict can affect the progress in organizational and when it reaches its conclusion, it will lead to the extremely difference and creation within

Identify conflict handling styles in a company

Each year, a company can earn lots of profit due to good advertisement and promotion. But during the last 6 months, the profit rate has sharply gone down because there are new coming competitors in the market share. A company realizes that they should do something to bring back profit and reputation. So they are planning to launch the new product line of beer. The Marketing Department has been tasked to develop a promotional campaign that will advertise a new product line and promote sale of its product. Their mission is to recover 30% of market share within three months.

The Director of Market Department assigns two of the best marketing representative to work on this project Kaison and Somjai. Unfortunately, Kaison and Somjai do not agree on the best way to promote a product line. Kaison believes that the direct mail to the existing customer would be the best way to reach target consumer. But, Somjai thinks that Kaison’s idea won’t work and rather than doing direct mail campaign, it should create a dynamic infomercial to show the consumer how good the product is. Kaison thinks this way would waste of money and worries about the logistic issues that would come after. They both believe that their own idea is better than other even they try to convince other but it worst. The more debate on this issues, the more disagreement. This conflict situation is accordance to the research of Thomas (1974), which he addressed that “Competing” is a contrast atmosphere of working as team, particularly the fact that the competition among people is good to stimulate personal motivation. But, it’s not profitable if you are causing disharmony. When there is the winner, of course there will have the loser, if not, it will continue to revenge each