Basheer committed many mistakes as the company’s Managing Director (MD). In the beginning, Basheer felt successful because his designers were receiving positive feedback from different customers. The company was getting new contracts, thus making it successful. However, Basheer decided to buy luxury cars. He purchased a Rolls-Royce Phantom for himself. According to Basheer, it was appropriate to appear decent in order to make the company presentable. This idea increased the company’s expenses. This new development would affect the company’s future. The manager also abandoned the original 50-50 formula. The employees at the company were no longer receiving fixed salaries. This strategy reduced the time consumed by different projects. During the same time, several industries and sectors in the Gulf region were experiencing numerous challenges. The Economic Recession of 2008-2009 affected many companies in the United Arab Emirates (UAE).
Basheer stopped paying Zainab the required AED 10,000 per month. However, the manager argued that the company was doing well. The manager continued to stay that things at the firm would normalize. Aamna (Siddiq’s daughter) would eventually join U-Brand for her internship. Basheer commanded her to produce flyers, brochures, and logos. Basheer expected her to work under Mrs. Saloni. This woman was the head of U-Brown’s Print Media. Aamna wanted to work in the Digital Media Division (DMD).
She also realized that Saloni was not serious with her duties. Many people in the company failed to support the company’s goals. These individuals mainly focused on their salaries and gains. According to Sherry, Basheer had hired incompetent individuals who were unfamiliar with the company’s two media divisions. Such managers failed to motivate their employees, thus affecting the company’s performance. The company also lacked global strategic skills. For instance, Basheer failed to promote positive practices such as effective communication and teamwork.
According to this case, Basheer failed to embrace the best ideas and concepts in order to support the company’s goals. Basheer forced his workers to put some projects on hold and focus on new ones. This kind of favoritism affected the company’s objectives. This description explains why Basheer was not ready to support the company’s goals. U-Brand eventually produced a pathetic 3D display for AnimeFirst. This event exposed most of the challenges affecting the company’s performance. The company’s expenses had increased within a very short period.
This discussion explains why managers should address the issues and challenges affecting their companies. Business partnerships should formulate appropriate agreements and regulations in order to safeguard the future of their companies. Managers should hire competent individuals who understand the external and internal forces affecting their companies.