Reference no: EM132224031
Case Study: Call a Truck
Dragan Z. Milosevic, Peerasit Patanakul, and Sabin Srivannaboon
CAT, Inc. was a powerful company. They provided their customers with the goods to transport, the food to eat, the gas to drive, and a place to sleep overnight. In fact, they provided everything that a driver would need on the road. What kind of company was that? CAT, Inc. was a broker between companies that transport the freight and the owners of the freight. And they were the premier broker of the market.
In the 1980s, the technology wasn’t very complicated or advanced. “Computer” was a fairly new term that was just recently becoming known to this business. Most requests and information were handled by fax or telephone. CAT, Inc. was one of the many companies that used this technology.
THE NEW CEO
CAT, Inc. just got a new CEO, James Carter. James was voted and selected by the majority of managers who were former drivers. To the surprise of the majority of the employees, the new CEO was not a former driver. He was a businessman who viewed CAT, Inc. as a dinosaur, an about - to - be - obsolete business that used fax and telephone.
The new CEO had a new vision. The vision was to be in touch with customers by a new means that radically changed the way people communicated. The means was known as a computer. This required massive investments. Luckily, CAT, Inc. was in a position that could afford the changes. So, to make his vision possible, he launched a number of operative and strategic changes.
Among the operative changes, James ordered a stop to many fax - based communications between his people and customers and changed them to be fully computer based. In that manner, CAT, Inc. became the first company in its industrial history that was able to provide everything a driver would need on the road, ordered by request through a computer system. However, because not many people had computers at the time, the company also maintained a fair use of the traditional means of fax and telephone, but limited them to minimal usages.
The information through the traditional methods was kept in the digital format, nevertheless. In addition to the operative changes, strategic changes were many and in - depth. One example was the new infrastructure. CAT, Inc. built the infrastructure that supported the new system and better facilitated customer requests. Despite a number of positive changes, consequences were inevitable. And one consequence went to the technology development group, where the old faces were all laid off. In place of them, the company hired a new software group from a technology company’s technology group. Immediately after that, a training program with a new content that supported the computer system was established.
In addition, a call center was set. Project groups arranged around their customers were also formed for the first time. The projects related to new products and services that were performed in the call center were led in the matrix way by project management. In other words, cross - function teams were initiated to respond to the customer needs. But, there was no standard procedure yet for managing projects.
There were so many things that the company would need to do in the next several years. But now, CAT, Inc. was a new company inside - out.
Read the Case carefully and answer the questions:
Explain how you would run the new project of call center in this case properly from the beginning in a standardized manner if you have been appointed as new Project Manager for this project?
“Project Management is a key for Successful Project “.Discuss the role project management plays?