Air India Maharaja In Debt Trap Case Study Solution


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Air India Maharaja In Debt Trap Case Study Help

Background and Facts

Air India Maharaja In Debt Trap an office supplies merchant for small as well as medium sized organisations has just recently been associated with preparing for a merger with its competitor Home Deport, which has impacted efficiency levels in departmentswith the senior supervisor associated with lawful complications put forth by the federal Trade Payment. With the Marketing Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the present head of operations has been asked to take the role in the future. With challenges in the type of a possible cultural change and reduced employee spirits, the company wants a complete reengineering initiative at the advertising division.

Trouble Declaration

The potential social modification at the advertising and marketing department of Air India Maharaja In Debt Trap is raising unpredictability in the workplace causing numerous obstacles for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in impacting critical decisions considering that Stapes Inc. had to desert its strategies of merging with Workplace Deport after the Federal Profession Payment's treatment while doing so. Offered the fact that the store has a worldwide existence with branches in UK, USA, Canada and Germany, political consider each of these nations may be able to influence efficiency or calculated objectives. Federal Trade Payment's antitrust suit versus the merging used up useful time of the company's elderly administration recommending that 'political' factors can have serious implications for a worldwide company.

Economic Factors: Economic factors such as the development of small businesses in the worldwide scenario recommend that Air India Maharaja In Debt Trap is thriving in an atmosphere where there is potential growth of businesses. Reality that store customers are mainly looking for workplace products for home offices recommends that the market has a climbing pattern of business owners and house based services.

Social factors: Social fads in the economic situation show that customers are looking for comfort as well as attractive prices. Market research shows how the consumer for Air India Maharaja In Debt Trap lacks understanding about locating solutions which can offer a mix of benefit as well as inexpensive.

Technical factors: Innovation plays an essential function in Air India Maharaja In Debt Trap's service strategy especially as the organization is piloting Technology facilities which would provide modern technology sales and also support in the type of memory upgrades, peripheral installations. (Summary of INSECT in appendix 2).

OB Issues and Symptoms.

Several underlying Organizational Behavior issues can be seen in Air India Maharaja In Debt Trap's case as highlighted in this area.

Concerns concerning social change: There is concern regarding a cultural adjustment that would certainly take place as soon as Todd Krasnow leaves from his setting as the Exec Vice President of Advertising with a lot of the employee already showing discontent over this prospective action. This predicted adjustment has created anxiety in the work environment which has actually been combined with the past anxiety of preparing the firm for a possible merger with Residence Deport.

Difficult Job Environment for Newcomers: There is shortage of workers that can match the stressful atmosphere of a busy organization. Not only does this bring about trouble in finding the appropriate individuals, it puts anxiety on brand-new hires as can not stand up to the speed and also pressure that the organization anticipates them to bear.

Dual Reporting Lines: Beginners locate this organizational society cumbersome as well as difficult to deal with specifically as dotted line partnerships are suggested to be weak as a whole as well as unbiased setup as well as efficiency evaluation is still done by the strong line manager. This means that newbies can lose clearness regarding their particular roles as well as purposes specifically as populated line coverage does not keep them in straight communication with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles despite the fact that it had been speculated that the latter would take Krasnow's position came as a blow to her spirits. Lewis might have been capable as well as appropriate for the work yet the truth that Kransnow's separation would make Coles a straight record to Lewis might have been the reason for Coles' resignation from solutions.

Worry & Job Insecurity: Concern and also instability can be determined as two significant problems that Lewis would certainly be handling specifically as the merger has now be cancelled and also two elderly executives of the marketing division would be leaving. The whole responsibility of the division would certainly be dropping on Lewis's shoulders that would not just be in charge of brining about a social change yet would certainly also have to confirm herself in her brand-new duty.

Incompatible Monitoring Style of Leader: Lewis's management style and also its incompatibility with the marketing department's function can also be viewed as an OB obstacle especially as she has been made use of to taking care of concerns in the operations division where employees are educated to focus on processes and obtain them right. The marketing department on the various other hand can be viewed as a group of individuals who are made use of to being nurtured by Krasnow who focused much more on output than processes.

Interdepartmental Differences: Interdepartmental disagreements between 3 divisions, advertising, merchandizing and also operations respectively over the allotment of the advertising mix can be recognized as one more OB issue. The marketing division does not share the same vision as the other 2 divisions pertaining to the aloocation of the advertising mix twoards promos and also advertsing, the merchandizing and operations departments do not agree over the marketing mix appropriation amongst one an additional either.

Fragmentation in Marketing Division: Disintegration in between the marketing and advertising divisions can be identified as another OB concern which might need more attention. The fact that the marketing and advertising areas in the marketing department are separated is preventing both departments from obtaining from each various other's experience as well as know-how. Integration of advertising with merchandising and procedures would certainly become harder if the advertising department itself is degenerated which can be an additional prospective OB concern.

Air India Maharaja In Debt Trap Analysis

Different theories have been utilized to clarify the circumstances to obtain additional clarity about the circumstance available.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, a lot of supervisors believe that juniors are easy as well as lazy, have little ambition and stand up to adjustment. The hard variation of this concept emphasized threat, limited controls, dangers as well as penalties. Gradually it generates low efficiency, subtle sabotage and rivalry (Bargain, 2003). Although the circumstance at Air India Maharaja In Debt Trap is not entirely following Theory X, it can be seen that new hires are discovering this atmosphere rather difficult which might at some point result in a better disposition of the monitoring in the direction of Concept X. Based on McGregor's promoted sight, which he called Concept Y, the important task of the management is to prepare organizational problems to ensure that people can accomplish their own goals best by guiding their efforts in the direction of organizational incentives. If people discover no satisfaction in their job, the management would certainly have little option yet to rely upon concept X and outside control (Bargain, 2003). Even while examining Lewis's management design, concept X may have appropriated in the procedures division to some extent however the Advertising division would require reliance on Theory Y so as to get the creative thinking and also originality from the teams.

Tuckman's Synergy Theory: As far as Lewis's worry about bringing harmony in between the advertising as well as advertising and marketing department is concerned, this would originally lead to conflict as talked about by Bruce Tuckman in his 'Synergy Concept'. By incorporating the advertising and marketing and marketing department's job, there may be the same first disconnect which can lead to the 2nd stage of 'storming' where the teams test one an additional.

Bridges' Transition Model: According To William Bridge's theory (appendix 4), people are fairly uneasy with change, which is obvious by the scenario at Air India Maharaja In Debt Trap The circumstance can be viewed as a regular course of life if is researched as per Bridge's concept where he discusses that individuals undergo three stages of change when they experience change. 'End, losing and also Letting go', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they go into stage one therefore there might be emotions like despair, uncertainty, aggravation, temper, worry, rejection and disorientation.The scenario at the marketing department of Air India Maharaja In Debt Trap is similar so Lewis can get comfortable with the suggestion that it is not remarkable behavior. In the 2nd phase, there might be a requirement to connect the gap in between the new and old culture so Lewis may have to face this ordeal as soon as Krasnow leaves. There might be reduced spirits and low productivity at this phase which must not be taken as an obstacle. It is during this stage that Lewis will need to provide advice to the division so that they can find a sense of direction. It can be seen exactly how Krasnow has already made this transition simpler by making Lewis get associated with the department a year before his actual departure. According to Bridges' Design, stage 3 will bring about visibility to knowing, High power and also dedication as people will accept the adjustment (Bridges, 2004).

Maslow's Requirement pecking order: The OB problem related to insecurity at the office has actually been activated firstly by the modification in administration as well as second of all by the truth that the merging will certainly no more be launched. Abraham Maslow in his Concept of 'Demands Hierarchy' (appendix 5) has discusses the importance of 'safety needs as being a reduced degree demand of a human for triggering inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the need to feel secure as well as unharmed' is at the 2nd degree of needs. Prior to a staff member can be made to develop emotionally, he needs to have his 'Physiological 'as well as 'Security' requires satisfied. This suggests that unless the personnel are made to really feel safe and secure about their current work condition in Air India Maharaja In Debt Trap they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Air India Maharaja In Debt Trap Case Study

Effects of Analysis.

The OB analysis has actually looked at numerous concepts to recognize exactly how to deal with the present scenario handy. The complying with 3 alternatives have actually been suggested to assist Lewis deal with the business obstacles in the marketing division. Each of these choices has been suggested for easing the transition needed to bring the marketing division in line with the demands of the marketplace as well as for making the cultural adjustment that would certainly adhere to when the present leader leaves.

Integration of marketing and advertising functions. Separating Adverting and also Production functions. Combination of Advertising And Marketing with Workflow.

Examination of Alternatives.

Integration of Advertising And Marketing & Advertising Functions: The internal advertising agency of Air India Maharaja In Debt Trap is already strength for the organization in terms of saving up on overheads connected to advertising and promotion. Given that no brand-new employment has been done after Bridget Cole's separation with the coverage line being directly assigned to Krasnow for the marketing function, this is a positive chance for integrating the marketing and advertising functions. Judith Shapiro that has earlier been interviewed by Lewis throughout the earlier merger days has proficiency in business-to-business advertising and marketing together with agency and also retail advertising and marketing experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to take care of both advertising and marketing functions.

The advantage of this strategy is that it will integrate both functions while minimizing the need for working with an additional source for advertising. Lewis would certainly be heading the marketing division and in any type of case her replacement would certainly be required for the existing role that she is doing. The drawback of this choice is that exterior hiring might produce resentment from internal employees that may be considering the position of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting and Manufacturing: Provided the competitive stress and also high top quality work required from the advertising company, it is suggested that Lewis ought to enable the production device to be a separate function from the advertising and marketing unit. Considering that most advertising and marketing companies had these two functions as different units, it makes even more feeling to adhere to the standard.

Assimilation of Marketing with Operations: Considering that Lewis is already dealing with the advertising as well as procedures departments all at once; it makes sense to incorporate the two functions given that she has actually been successfully caring for both ends. The reality that both departments already have significant differences over appropriation of resources suggests that this integration might have the ability to cause consistency particularly as Lewis would certainly be heading both ends.However there are different disadvantages of this move particularly as it would certainly place way too much burden over Lewis's shoulders. The fact that Lewis needs to adjust her administration style for the advertising and marketing department suggests that these 2 departments would certainly be culturally varied. Lewis may not be able to apply one type of leadership style to both divisions which can result in inadequacy in either one of the two features.


An assessment of the three choices shows that combination of advertising and procedures would certainly not be a possible step as a result of the vast distinctions between both divisions despite the fact that presently Lewis is taking care of both. While separation of the production function might have been a beneficial move for the advertising and marketing division, the reality that it would imply placing a third function under Lewis's wing means this must be avoided as well. The combination of the advertising department is the best choice in regards to obtaining the optimum results from the division. An activity plan for this option is reviewed listed below.

Action Strategy.

Lewis will certainly take control of the role of EVP Advertising after Krasnow leaves.

Marketing and advertising features would be merged.

Judith Shapiro will certainly be worked with to take Lewis's place as SVP of marketing and advertising.

Production function will continue to be part of advertising under advertising function.

Lewis will divide herself from procedures.

A democratic management design with worker empowerment will certainly be utilized in advertising department.

Open door policy and emphasis on cross departmental communication will certainly be focused on getting rid of discord.

Contingency plan.

If the assimilation does not work out as planned, a backup plan would follow which would divide the production feature from the advertising function to decrease the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing function will certainly be divided by placing it under an SVP manufacturing.