Den heliga treenigheten
en fallstudie av kommunikationsprocessen mellan ledning, anställda och säljbolag på Alfa Laval AB
Business missionInvolvementCommunicationFunctional qualityCreating valueGap analysisAffärsidéInvolveringKommunikationFunktionell kvalitetVärdeskapandeGap-analys
The manufacturing industry is currently in a short-term downturn while the competition is increasing. The result of this is that companies must find new ways to bring out their products. Traditional competitive strategies, such as low pricing, is not sufficient today as the customer is inquiring something more than just a good product. Higher demands are presented on an accurate, well functional, communication between customer and companies, as this has become an important strategic factor in achieving long-term profitability.The aim of this independent project was to analyze and evaluate the communication process between a company and its sales companies.In order to illustrate this process, a case study was carried out at Alfa Laval, their sales companies and employees at their distribution center in Tumba. In order to see the differences in attitudes between the management, the sales companies and the employees regarding communication and involvement a gap analysis were used.The theoretical part of the study considers theories about business mission, communication, involvement, quality and creating value.The result showed that a smaller gap exists between the sales companies and the management while a slightly larger one exists between the employees and the management. The internal communication is presently inadequate in the sense that separate opinions exist on whether a one- or two-way communication should be used. This causes the interactive communication, between employees and sales companies, to suffer as well since the employees do not know what to communicate.A long-term profitability can only be achieved when the internal and interactive communication is working correctly, something that it presently does not do. The conclusion of this independent project shows that communication must be correctly shaped and that all parties should embrace the degree of involvement in the same way. These are the two factors that are strategically important to the communication process.