In the face of rising costs, the senior management in PT Company has decided that significant cuts will be needed in the budgets of some of its departments. The promotional budget was singled out to be hardest hit

Explain how YE should approach the negotiation, including reference to the different stages in the negotiation process.

Negotiation is the process of satisfying needs by reaching an agreement. It is often necessary within organisations to resolve conflicts of interest among two or more parties which have arisen because the parties have different objectives. In this case, the senior management of PT Company have the object of cutting costs, whilst for YE, the Marketing Manager, the cut to the promotional budget will have a detrimental impact on the launch of the latest product range. YE will need good negotiation skills to help him to secure the budget he require.