A LEADING TRADING FIRM OF CHEMICALS IN

MIDDLE EAST

Address:
Caspian Chemical FZCO
8th Floor, City Tower 1,
Sheikh Zayed Rd.,
Dubai, UAE
P.O. Box: 18647 Jebel Ali
Dubai, UAE

REPORT BY MD SULTAN MAHMUD

In collaboration with reputable manufacturers, the ability to obtain quality products to enable
Caspian chemical and providers to be the No. 1 suppliers of raw chemicals in the Middle East
& South-Asian countries.

Content ..
Details.... Page No.
1)
2)
3)
4)
5)
6)
7)

Structure method. 04
Introduction. 05
Management and leadership theories... 06
Assessment..
09
Conclusion
10
Appendix... 10
References. 10

Structure Method used:

This report base with a trading firm (Caspian chemical) by name, which has been established and
continuing successfully in Middle East. I have chance to experience working with them as a
consumer.
The report is done by a collection data and information from the General Manager and through
my last four years experience as a purchaser from another company dealing with them every day.
This statement focus on change and change management from theoretical perspective and
models will be presented.
Then the discussion will center on actual change implemented and what has driven the change
and then it proceeds on the implication on stakeholders.
The report will show how these changes create problem to implementation initially to adopt by
them .Though they have face some critic by working team by they had overcome successfully by
complete annual target and boost their business focus sub continent zonal consumer.

Introduction:
Caspian chemical Fzco is a International trading based organization. Which main hub establish
in world business capital in Dubai. It was founded by two pioneer Middle Eastern students by
1980 in U.A.E. This trading firm main products are chemical & lubricant raw material product.
Caspian chemical maintain more than 50 Staff serving its customer worldwide with zonal office
in India & Europe as well. The company has a number of suppliers and customers which are all
key stakeholders of the organization.
Caspian chemical doing trade some of world-renowned company. MERUBENY chemical,
SUMITOMO chemical, MITSHU chemical from Japan, NORDEL, DOW, KELTAN some of
major suppliers of Caspain chemical. On the other hand, they are do selling focus on world giant
customer like MOBIL, PEPSI, AMERICAN EXPRESS, VW, and BMW.
CC has been running their business more than two decade over their self-zone in Middle East
and Mediterranean consumers without any improvement or change on their business strategy.
However, CC face competition to enter to South Asian countries market by South East Asian
business hub Singaporean multinational trading firm.CC has majority of working staff recruited
from Middle Eastern people like Qatar, Kuwait, U.A.E. Which make in trouble by
communication gap to reach all kind class of chemical customer. So the main the problem before
the change program was that the firm could not expand their business in South Asian countries
(India, Bangladesh, Pakistan) because of language barrier.

Management and leadership theories

The changes according to ADKAR model:
CC had been facing problem to compete by Asian some of other chemical trading firm to enter
South Asian arena. Admin adopt changes by recruited local people as sales & marketing
executive to deliver their service to maintain all class of stakeholders. However, they had not
make the people aware negotiation with their existing sales employee but field executive has
willingly executed their knowledge & data to management to achieve desire success by new
strategy.
Moreover management implemented training session with their existing team to share own
knowledge of experience. CC indulged expertise on it to boost marketing strategy.
By recruited new people as change of strategy were quite difficulty to adopt same field with new
team member. However, they have ability to expand the existing market as local people but they
faced critical.
Under managerial supervision with expertise data knowledge new strategy got success with
existing team power.
CC has success with new strategy but they have to update & furnish their all of team member to
compete of continues change business world.
The changes according to KURT LEWIN models:
CC had been continuing old strategy to expanding market to enlarge their customer service
which as not effective as they assumed to capture market in subcontinent side.
CC managerial powers decide to UNFREEZE their existing sales structure to compete with
South Asian contender to overcome expansion condition. Through unfreezing situation existing
human resource 70% people sharing their experience to management to help trainee new people
to achieve maximum expansion in subcontinent market. Neither more or less 30% people did not
ready to adopt the new unfreezing strategy by willingly nor they quite the job.

CC stepped to new style recruit to local people with existing admin structure though the people
of marketing welcome to their CHANGE as well.CC had been recruit new human resources
from local country where they targeted they also manage to make some internship workshop

with exiting human power. Existing people willingly shared their own knowledge focus on
possibilities & failure as well.
Now CC has been running successfully to overcome their sudden problem by competitor. The
REFREEZING process management and human power cooperated each and other to achieve
the goal of expansion to new business arena. In this process, the employees benefited by job
security with extra job satisfaction by getting profit commission .This make a good competition
to fill the sells volume to increase the chance of promotion. Within the change implementation
by management, they raises their turnover more than expected. Now CC not only build good
volume of product they also create good reputation in chemical business market in the world
which help to broad their product catalog list to serve more countries customer .

According to Kubler Ross change curve model:

In the Initial stage when CC had informed to running human power about upcoming changes of
new Staff recruitments they felt SHOCKED to losing their job in future, started skill
competition in workplace to survive their job in this trading organization.
Some of the existing working staff did DENIAL to except the new proposal to recruit from
South Asian market. They establish logic to protest that they thought because of experience this
policy cannot be success.

CC has been going to apply changes in their ongoing managerial recruitment process, which has
made great impact existing stuff. They feel FRAUSTRATE to may lose their job. They suspect
if those people get recruit but they cannot manage to compete with other upcoming stuff that can
be competent and knowledgeable and thus treating their job. The frustration was mostly
demonstrated in excessive sick days and complaining frequently various matters.
This frustration made them losing their concentration on their job as well. They feel insecure
their ongoing work which make them lose productivity to enlarge their market with customer
satisfaction. This phase is called DEPRESSION phase and this can very detrimental to the
organization because people will fill loss without any drive and determination .In the CC this
phase cost about 20,000$ in lost productivity due to uncertainty amongst people.
This phase continue they realize this attitude not going so anything they collaborate with
managerial admin. They feel comfortable to EXEPERIMENT new management strategy to
seize their competitive market. Eventually they got slightly success, which made them some
relief from their stress and rise confident to involve more to enlarge market capacity.
Managerial admin when begun to cope their decision to Human resource sector few of
experience staff felt to resign from existing duty where mostly DECIDED to keep continue to
collaborate with admin to adopt the best DECESION they like to achieve maximum output
from the market field.
In the last phase peoples from who come from some other country, they cooperate join in CC
existed experience and efficient staff team to achieve maximum outmost result. All marketing
staff INTREGATED with CC managerial policy implementation that made good competition
to them.CC has been succeeded by implementation of changes and achieve enlarge their market
as well.

Assessment
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3)

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CC had been applied by Kubler Ross (1973) model to get overcome critical situation by
capsized competitor in new market area of South Asian countries. They had been faced to
enlarge their customer market which has good potential.
Kubler ross model had important relevance to practice especially by economy situation of
inner working atmosphere where to apply this new strategy to achieve maximum output
by existing human resources.
In my opinion this model had some value to manager that he executed his authority
Power that he might be apply to change existing strategy to get succeed enlarge trading
market.
Yes there was need for this strategic changes into the focus on organization success
otherwise it was difficult enlarge expanding market area also defend by competitor.
South Asian customers and other rivals business behavior and language barrier drove
this strategic change in this organization.
Human resources were main implication to adopt new strategic changes .At the beginning
they were not cooperate to managerial authority to their existing work frame. Even they
quite their job to made implication in trading house , manager had to manage trainee
workshop to furnish again his human resources which cost not only by only by money
but also their valuable time to overcome critical situation which create by people.
Manager and his working human power were involved to extent in this change.CC
existing human resources tried to overcome their firm critical situation which made
collapse to expand their business area.
CC has not applied any kind of strategic change system on his stakeholders.
Yes, these strategic changes were beneficial to this organization, which made them
enlarge export market in new arena.
When CC managing body going to execute Kubler Ross model into the existing human
resource they deny to accept & cooperate with them. They made sabotage against
workplace they left the job even some of them made strike to adopt new strategy to
recruit human resources from South Asian countries.

Conclusion
Caspian chemical Fzco trading farm has been taken a good initiative of managerial strategic to
compete their rival organization to expand new market. Though they had face some critical
situation by existing human resources but later on those people also help them to overcome and
achieve to enlarge their chemical business in South Asian market as well.

Refereneces
1)Kbler-Ross.E. (1973). On Death and Dying. Routledge.

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