Hamza ETTENGI

Hamza AIT BOUTOU

Adib ZHAR
Jawhara HADDADI
Chaimae BENBOUBADDI
Moustapha ABANI

Service Learning: Site Visit

Report

Table des matires

Introduction..........................................................3
Area of concentration............................................3
1. External Communication............................3
2. Abuse of power.........................................5
3. Interpersonal Communication.....................6
Analysis/ Reflection/ Appraisa................................7
Recommendations.................................................9
1. Abuse of power..........................................9
2. Interpersonal Counication........................10
3. External Communiication...........................9
Conclusion..........................................................12
Appendix............................................................11
1. Survey.....................................................9
2. Pictures..................................................10

Introduction (hamza ait boutou)

As Professional communication students, we are aware of the
number of problems and challenges that occur within the workplace. In
order to investigate and get our hands on some of them, the team decided
to conduct a site visit to Centrale laitire and reflect on it from a
professional communication perspective.
Centrale laitire is a Moroccan enterprise that belongs to the French
multinational Danone, which is specialized in dairy products. Centrale
laitire was created in 1953 and was the first franchise of Danone
worldwide. After the independence of Morocco, Centrale laitire became
under the control of the state in 1981. However, in 2012 was reacquired
by Danone again.
More specifically, we have chosen in our case the Centrale laitire
factory located in Meknes, Morocco because it is the closest Centrale
laitire factory that we could reach. Moreover, we focused in our case
study on analysing on common workplace problems including internal and
external communication issues as well as organisational problems. In fact,
we will shed light on the abuse of power in the workplace, the
interpersonal communication, internal communication, and external
communication issues that the company has, study them, then come up
with solutions to overcome them.
It is almost impossible to have a workplace where every employee
and employers expectations and personalities work altogether without
any kind of conflicts. In fact, those conflicts can result in negative

psychological problems as well as affect the quality and the flow of

production of the company.

Area of concentration:
1-External communication: (CHAIMAE BENBOUBADDI)
Every company in this wide world of business, is suffering from a problem, however its level
of seriousness, its still a problem that can affect the company on a long term side or short term, and
that still need a solution. Concerning the external communication of the company, Central DANONE
has many ways of interacting with their environment, and this includes their customers, suppliers and
society at large and also differs their channel of communication from fliers/ newspapers,to
television and radio, Facebook pages, their website, twitter and email addresses face to face
communication. They are doing a great job at every area, they have a great sense of persuading people
of the quality of their product, not only this but also having an excellent staff surrounding the
department of communication, and having as a goal to influence the public. In our study we made sure
to focus on some problems that are mainly influencing very badly on the companys reputation and
also on their profit and benefice.
On the suppliers side:
We asked some suppliers of this company, and we had some shocking responses, Central DANONE is
using this strategy of making contracts with small entrepreneurs that is generally about buying their
raw materials from them. We asked some of them, about the general procedure. While signing the
contract, the supplier doesnt have the right to make a change on it, they should agree on it even if its
not relevant. They impose their ideas and prices to them, and the prices are obviously very low, which
doesnt create a profit margin for the suppliers. Even if they seem helping them out, its not really the
case, the suppliers gave us many information about this subject. Central DANONEdoesnt create the
approach of win-win with them, it only looks for its profits. This statement was made by a supplier
himself none of the heads or concerned people from the company has ever made a visit to the fields
to see where does the milk come from witch shows the level of lack of sincerity in this company.He

also said that the one whos in charge of controlling the quality of the milk, is the driver of the track
that carries the product himself. And that bring so much questions to ask, is the product that that drink
healthy or not? Also what are the procedure of fabrication that take place inside the factory?
Many of those suppliers complain about the unfairness that they are facing with this company, they
dont give them much importance even though they are so numerous.
On the customers side:
The customers satisfaction is all what matter to increase the companys benefice, the statement of the
customer is the king Is highly believed in this organization. As any other business they try their
maximum to satisfy their costumers, but still we can find many complains towards them. The first
thing weve heard, is that many people protest about the high level of sugar in their yogurts.
Considering it as a healthy product, it has much more calories that it should have. Their recent line of
Activia has known a huge popularity among middle aged ladies, who are on diet and trying to
consume mess sugar, but according to many of them, they said that it has so much sugar, and that it
doesnt have the same effect as they show in their advertisement.
Two years ago, the government called for boycotting the products of this company, because of the
increase of prices, everyone complained about this matter. Fortunately, the company responded to it
positively, even though morocco is the experiencing the inflation which is up to 24.4% since 2004,
Central DANONE found it very hard to keep the prices as they were. The customers were not happy
about the increase, so DANONE was obliged to keep it the same.
Still, they have many pages on the web thatare all about the customers satisfaction, the customers
write their concerns and complains on these pages, yet Central DANONE didnt change their policies
and quality

2-Abuse of Power: (hamza Ettengi)

Abuse of power is a very common issue in the Moroccan workplace

and it is practically widespread all over Morocco as it is almost considered
as part of the culture. When we visited the industrial departments of the
organizations, where all the machineries were set, we noticed that there
was a clear problem which manifested itself in a rift between regular
factory workers and engineers or scientists.
When we asked an employee (machinist) about the nature of the
relationship they have with their fellow engineers or societies, he
answered the following: we do whatever they tell us, they know better
than us since they have a greater degree, we are too scared of contesting
any of their decisions even if we think they are wrongit is true that they
are not friendly with us because they think that they do a more important
job than ours. Most of the employees working there had the same
answer, some of them added:sometimes they treat us as inferiors we
do not receive any information about any of the important work-related
matters, we are simply obliged to perform our daily tasks and obediently
listen to their instructions.
It is clear that the scientists and engineers have more power than
they should and they use it over employees who do not complain about it.
An employee, who talked with us outside of the factory far from intrusive
ears, informed us that sometimes those people ask them for irrelevant
tasks that are not related to the workplace. For example, they ask them to
bring coffee or lunch; tasks that a machinist or just a regular employee is
not paid to do nor has to do. We discovered later that most of the
employees there are just too afraid to say something about it by fear of

getting fired. Unemployment rates are still pretty high in Morocco, and
most of these employees need to earn a decent salary in order to make a
modest living. Staying silent is sometimes the price to pay to keep a spot
in the professional world.

3-Interpersonal Communication
The workplace is usually a setting in which workers with various
personalities, communication skills, and views interact. These variations
are the likely sources of interpersonal communication issues in the
workplace.
An engineer at Centrale laitire, whose name will not be mentioned
as he requested, when interviewed on his work relationship with the other
employees, he said that there is a one employee that he is not
comfortable with when he is around because he tends to talk a lot and
make jokes rather than focusing on his tasks. The employee we talked to
said that his co-worker distracts him, which, for him, is not helpful at all to
keep him focused on his work. If this engineer decides to repot this fact to
his employer, his will be seen negatively by his co-workers.
This is just of of the cases that actually exist in that specific
workplace. It may sound smooth, but the fact that a person frustrates or
interferes with another persons at reaching an objective actually affects
the company as a whole.

Analysis/Reflection/Appraisal (Adib Zhar)

Our analysis of Central laitier was mainly conducted and acquired

through three sources; direct observations, direct questions and website
consulting. First and foremost, we took a look in their official website to
collect the vital and necessary data for communicating with them and
requesting them for a site visit. Then, we grabbed the occasion to analyze
and evaluate the content of their website and categorized it based on its
adequacy to consumers. Throughout this investigation, we will be
evaluating the internal and external communication and diversity within
Central laitier Organization.
We have noticed that Central laitier does not benefit from the
technological inventions that may be useful to attract their customers.
After the organization accepted our request, we began our observational
work. While visiting their subdivisions, we discerned and detected the
flaws existing within the organization between employees. To gather and
collect more information, we managed to interview some employees who
shared their experience with us.
As a matter of fact and due to the direct observation, we have
spotted that many employees do not like their job and keep complaining
about the unfairness of the regulations applied on them. Also, the
majorities of the employees are not well paid and suffer from inequality
between employees. Job opportunities should be presented to everyone
who thinks is suitable and has the right qualification to be accepted in the
position. However, we have noticed that the big majority of the employees
had a serious communication issue since the way they manage to make
decisions and discuss future involvement lacks creativity and

professionalism. Also, by asking direct questions about the flaws and the
issue that occurs within the organization, almost everyone complains
about the issue of hierarchy that exists within the company
On the other hand and based on the methodology we used to
evaluate the main and the significant problems that the organization
encounters, we figured out that the external communication matter in
Central laitier represents a real issue in the organization as their external
communication is anemic, weak and really fragile. As stated below, the
website lacks creativity and needs to visually attract visitors. In other
words, it does not fit customers needs, wants and expectations from the
company. Concerning the way they promote their product, the company
does not improve and develop its strategy since they have used the same
logo and tagline for years. Central laitier should apportion and distribute a
greater budget for their marketing department and should reconsider the
way their target their segment.
Diversity is defined as the variances between people who work in the
organization. In centrals case, the diversity does not exist since all the
employees belong to the same culture and share the same beliefs. For the
age ranges, it varies between young graduate people and the old ones
who have higher positions. There is also diversity for genders employment
because the organization has more males than females. Our main advice
is to help the company adapt some policies and/or strategies that will
allow them to benefit from the diversity of age their have in order to be
more creative in their plans. Based on our observation, we realized that

young people are competent and have a good potential to offer to the
company.

Recommendations:
1-Abuse of Power Solution
The abuse of power does not only create a hostile environment for
the workers it also generates mental, physical and emotional stress. When
we discovered that finding and interrogated the Human Resources
Department, they affirmed that no one ever complained nor reported this
kind of behavior. We came up with a solution to confirm our sayings and
collect an effective data that will help the company have a better view and
acknowledge the serious problem: anonymous surveys. Those anonymous
surveys, that you can find page: X, will have a series of questions that will
prove the existence of the abuse of power without exposing neither
employees nor employers.
After confirming that the problem is in fact present among the
company, a set of laws and disciplinary measures should be set to fighting,
preventing and panelize this behavior. Such manners cannot be tolerated
among any company, and strict sanction should be created to counter
those abuses.
Besides facing this behavior, the company prevents them. By
holding awareness seminars, workers can know more about their right and
what they can do to counter abuse of power or the steps to take to report
it.

Finally, the company can create a support group for workers who did
face an abusive superior. Anyone can be left with a trauma that is too
difficult to heal. That can create other problems in the company such as
non productive workers or a lack of concentration. Those support groups,
composed of employees who faced the same problem and a workplace
counselor, maintain a close relation the affected workers and help them
bypass the scars left by the abusive behavior.

2- Interpersonal Communication: (Mahamene Moustapha Abani)

In order to make better communication between the worker and
employee, at the company, there are solutions that can make the
company change the dynamics in order to make a better place. First of all,
one thing that should be obvious is the fact that internal communication
involves the worker and the employee. So that means it works as
dependent relationship. Which means in order for a relationship to work
there have to be steps in order to make the company a better place.
The first step is listening effectively. This first step is not taken,
because most of the workers that following a routine is all there is to work.
Not listening effectively may result in abuse and also in spreading
misinformation. This can also lead to the disruption of the company, since
the workers will make their own conclusions and listen to their own
judgements. Furthermore, another solution to fix internal communication is
for the employer to act or make decisions carefully and thoughtfully. This
does help a lot, because depending on the decision of the employer, the
company may be in disarray. After all, in order to act thoughtfully, the

employer ls has to think about the employees. Which also goes to show
that people in general do not like to feel neglected.
Another solution that works in tandem with the other is the act of
listening reflectively. Usually employers and employees do not listen to
each other. Which of course lead to disagreement in the workplace. It also
does result in people not trusting each other. Listening reflectively is also
relevant because it can be used as a reminder in order to fix the problems
of the workplace. Nevertheless, the solutions given here are relevant,
because internal communication does encourage people to at least get the
sense that communication is very important in the workplace. It also goes
to show that dependent relationship between employer and employees is
the component that keeps it all in place.
3-External communication:
External communication is important for the company success and
development. Effective external communication and a good image of the
company in the media can influence the customer to buy the company
products and maybe be a regular costumer. External communication
purpose is not only to effect on customers its also to have a good
relationship with other businesses and suppliers, and thats help the
company determine success. In the study we made we found that Central
DANONE have some problems with their suppliers and customers, and if
the company keep going in this way and dont follow the solutions we
provided, they will have a bad reputation and that will not lead them to
success.

After studying these cases and from what we have learned in

class I have come up with some solutions, I will start with suppliers:
First central DANONE have to understand that they have to
keep good relationship with their suppliers, since everything the company
produce is reliant on suppliers. The company should make clear
conversation with it suppliers and focus in what they want and need, at
the end the suppliers are who do the most of that hard work. Before
signing the contract both the company and the suppliers should agree
about the rules in the contract, and the outcomes have to be beneficial for
both sides not only in the company side. For the income suppliers should
have the right to choose the price that they want to sell their products
with, it shouldnt be as low as the company chose and in the same time
not too high. Also the company should provide help for it suppliers for
example; since suppliers cannot afford to bring other workers to help them
to deliver the products, the company can help them by sending their
workers to receive the products. Nowadays its hard to find honest and
hard workers suppliers, and if the company did find them they have to do
their best to keep them.
For the customers:
If the customers of the company are not happy with the
products they buy, then that is not a good sign for the company. The main
issue that customers complain about DANONE products is the fact that
they put high level of sugar in their products. And lets not forget that the
company claims that all their products are natural and healthy, however
most of their products are made with big amount of sugar and calories.

Therefor the company should make a line with no sugar on it or with very
little amount of it, due to the fact that many of the customers are on a diet
or sick, and they want some thing natural and healthy such as yogurts.
This is one of the things that the company should work on, and lets not
forget another issue that costumers face, which is the increasing of the
products price from time to time, the company should leave the price like
it was at first, affordable. Central DANONE Company should take care of
their customers, because when the company cares, the customers care.

Conclusion:
We chose to study and do research on the French based company
Central Laitire, when we decided to choose this company we started
looking for informations about the company in their website, and then we
contacted the company in Meknes and after convincing them they gave us
an appointment, and we went as a team to the Central Laitire factory in
Meknes.
We gathered several informations about the company, their
achievements, and the issues they face either it's inside the company such
as; lack of internal communication skills between the employees and
performance issues, or outside the company; between the company and
its own suppliers, or customers due to the lack of external communication
skills.
The company represents 60% of the market values all over Morocco,
which make us think that they are doing a great job, however after
studying this case, doing surveys, and interviewing workers, suppliers, and
customers we discovered some facts that we didnt know before.

Central DANONE have many communication issues such as:

External communication problems which means they way the
company act with suppliers and the other businesses that they are
working with, and with the customers of the company, and from the
researches and the interviews we made we found that the company dont
have a good external communications. Also another issue, which is the
abuse of power and that, is unprofessional performance issue,
unfortunately this issue can be found in all of the companies in morocco,
anyone who have a greater degree will try to role the worker who have
less level then him
. And the last issue we talked about is Interpersonal Communication,
which doesnt exist in Central DANONE.

After realizing the issues that the company face as a team and from
we learned in the class we came up with some solutions for the company
as we stated above, we have learned a lot from this experience and the
main thing every company may have problems even if their name is well
know in the market, and country.

Appendix:
1-Survey for abuse of power (hamza ettengi):
Vous faites parti de quelles dpartement :

ACHATS

COMMERCIAL

COMMUNICATION

FINANCE

INDUSTRIEL

MARKETING

ORGANISATION & SYSTME DINFORMATION

PRODUCTION LAITIRE

QUALIT, RECHERCHE ET DVELOPPEMENT

RESSOURCES HUMAINES

SUPPLY CHAIN

Vous entendez vous bien avec votre suprieur?

OUI

NON

Encontre vous des difficults avec votre suprieur? Si oui, veuillez les mentionnez
.

OUI

NON

Problem:

..
Pensez-vous que les employ de la compagnie abuse des leur pouvoir ?

OUI

NON

Est-ce que votre employeur a dj abus de son pouvoir sur vous ou avez-vous
t tmoin d'un abus de pouvoir ?

OUI

NON

2-Pictures :