MGMT 301 Fall 2010
In lab the week of November 1
The purpose of this assignment is for you to apply concepts from this course by writing a clear and
thoughtful report to an executive-level audience.
Diversity Case (see
Ellicott Eggs Case (see pg. 4).
Detailed instructions for completing
each case assignment are under
Durham Drums Diversity Case
You have been hired as a consultant to help Durham Drums improve the management of diversity
within their organization and to foster better service for customers.
Durham Drums is an international
musical drum manufacturer. The company is well known for providing high-quality products and
professional services. As such, they are priced higher than their competitors are.
The chairman of
Durham Drums, Donald Durham, regularly states that Durham Drums values all of their customers
and strives to ensure that Durham provides the best quality product with comprehensive repair services
The chairman expects each of the company’s local sales centers to provide outstanding
service, knowledgeable advice to potential buyers and prompt repairs.
Recently, however, the
customer service ratings provided by customers have shown disturbing trends.
There are significant
differences in complaints and negative evaluations by customers based on the geographic location the
sales center is in.
Durham Drums has been able to hire some women and minorities as sales and repair staff, but they
have difficulty retaining them and, consequently, there are few senior-level women and minorities in
strategic management roles, such as sales center managers. This difficulty is mirrored in the
organization’s board of directors, which is made up of five white men, including the chairman, one
African-American woman, Sharon Thompson (Chief Financial Officer), and, Jennifer Ling, who is of
Korean descent and runs the marketing department.
Though music is a universal language, the
organization is facing problems at many of its sales centers and internally with the high level of
minority turnover. The only diversity-related practice Durham Drums performs currently is to include
different minorities in their orientation video and to provide their employment applications in English
Durham needs your help!
Based on your understanding of the readings, lecture, and the articles on e-
reserves you are well-suited to provide specific recommendations that are actionable, reasonable,
creative, and have measurable impact.
(Please note that this is a fictional organization, any similarity to an actual organization is purely
Your paper must include the following sections: