Air India Maharaja In Debt Trap Case Study Solution


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Air India Maharaja In Debt Trap Case Study Solution

Background and Facts

Air India Maharaja In Debt Trap an office products retailer for small as well as moderate sized companies has actually recently been associated with preparing for a merger with its competitor Residence Deport, which has impacted efficiency levels in departmentswith the senior manager involved in legal complications put forth by the federal Trade Compensation. With the Advertising Head putting forward the news of his separation from the firm in one year, Jeannie Lewis, the existing head of operations has actually been asked to take the duty in the near future. With challenges in the form of a potential social adjustment and low employee morale, the company needs a total reengineering effort at the advertising and marketing department.

Problem Statement
Porter's 5 Forces Analysis
The prospective social modification at the advertising department of Air India Maharaja In Debt Trap is increasing unpredictability in the working environment bring about different challenges for the Jeannie Lewis who would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in impacting calculated choices given that Stapes Inc. had to desert its strategies of combining with Workplace Deport after the Federal Profession Commission's intervention at the same time. Given the fact that the shop has an international visibility with branches in UK, USA, Canada and also Germany, political factors in each of these countries may be able to influence efficiency or strategic goals. Federal Trade Payment's antitrust fit against the merging used up valuable time of the company's elderly management suggesting that 'political' factors can have major effects for a global organisation.

Economic Factors: Economic factors such as the introduction of small companies in the international circumstance recommend that Air India Maharaja In Debt Trap is growing in an environment where there is possible growth of companies. Along with this, reality that store clients are mostly searching for workplace materials for office recommends that the market has a rising pattern of business owners and also home businesses.

Social factors: Social trends in the economic situation show that clients are searching for benefit along with eye-catching costs. Market research demonstrates how the customer for Air India Maharaja In Debt Trap does not have recognition regarding locating services which can supply a mix of convenience and also low costs.

Technological factors: Modern technology plays an important function in Air India Maharaja In Debt Trap's service strategy particularly as the company is piloting Innovation centers which would use innovation sales and support in the kind of memory upgrades, outer installations. (Summary of PEST in appendix 2).

OB Issues and Symptoms.

A number of underlying Business Habits issues can be seen in Air India Maharaja In Debt Trap's case as highlighted in this section.

Apprehensions about cultural modification: There is apprehension regarding a social adjustment that would certainly occur as soon as Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Marketing with a lot of the staff members already revealing unhappiness over this prospective step. This anticipated change has actually produced stress in the work environment which has been paired with the previous stress of preparing the company for a potential merging with House Deport.
Pest Analysis
Demanding Job Atmosphere for Newcomers: There is lack of workers that can match the demanding environment of a fast-paced organization. Not just does this cause problem in finding the right people, it puts stress and anxiety on brand-new hires as can not stand up to the speed and also pressure that the organization expects them to bear.

Dual Coverage Lines: Newcomers locate this business culture troublesome and also hard to manage particularly as populated line connections are indicated to be weaker in general and also objective setup and also performance assessment is still done by the solid line manager. This implies that newcomers can shed quality regarding their particular duties and objectives particularly as populated line reporting does not keep them in straight communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor as opposed to Bridget Coles even though it had actually been hypothesized that the last would certainly take Krasnow's placement came as a blow to her spirits. Lewis might have been qualified and also suitable for the task yet the truth that Kransnow's departure would make Coles a direct record to Lewis might have been the factor for Coles' resignation from solutions.

Fear & Task Instability: Fear as well as instability can be determined as two major worries that Lewis would be taking care of particularly as the merger has currently be cancelled and two elderly executives of the advertising and marketing department would be leaving. The whole obligation of the department would certainly be falling on Lewis's shoulders who would certainly not simply supervise of brining regarding a social change yet would likewise have to show herself in her brand-new duty.

Incompatible Monitoring Style of Leader: Lewis's administration style and its incompatibility with the advertising department's function can also be seen as an OB obstacle particularly as she has actually been utilized to taking care of issues in the procedures division where workers are instructed to concentrate on processes as well as obtain them right. The advertising department on the various other hand can be seen as a team of individuals that are made use of to being nurtured by Krasnow that focused extra on output than procedures.

Interdepartmental Arguments: Interdepartmental disputes between 3 divisions, marketing, merchandizing as well as operations specifically over the appropriation of the advertising mix can be recognized as an additional OB problem. Although the advertising department does not share the very same vision as the various other 2 departments regarding the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing as well as procedures divisions do not concur over the marketing mix allowance amongst each other either.

Fragmentation in Advertising Division: Fragmentation in between the advertising and marketing departments can be determined as another OB issue which might require more focus. The reality that the advertising and marketing sections in the advertising division are separated is avoiding both divisions from gaining from each various other's experience and know-how. Combination of advertising and marketing with merchandising as well as operations would come to be harder if the advertising department itself is disintegrated which can be another possible OB concern.

Air India Maharaja In Debt Trap Analysis

Various concepts have been made use of to discuss the circumstances to get additional clarity about the scenario handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, many supervisors believe that subordinates are easy as well as careless, have little aspiration and resist modification. The tough variation of this concept highlighted coercion, tight controls, risks as well as punishments. Gradually it produces reduced performance, refined sabotage and competition (Bargain, 2003). The scenario at Air India Maharaja In Debt Trap is not entirely adhering to Theory X, it can be seen that brand-new hires are locating this environment instead demanding which may at some point lead to a better inclination of the monitoring in the direction of Concept X. Based on McGregor's promoted view, which he called Theory Y, the essential task of the administration is to prepare business conditions to make sure that people can attain their very own objectives best by guiding their initiatives towards organizational rewards. If people discover no satisfaction in their work, the monitoring would have little selection yet to count on concept X and exterior control (Deal, 2003). Even while examining Lewis's management style, concept X may have appropriated in the procedures department to some extent but the Advertising department would certainly need dependence on Concept Y so as to get the imagination and originality from the groups.

Tuckman's Teamwork Concept: As for Lewis's issue about bringing consistency in between the advertising and marketing department is worried, this would at first result in clash as talked about by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). Based on Tuckman's theory displayed in appendix 3, throughout the initial stage of group growth, people may not bond, as they are active locating their area in the team. By combining the advertising and marketing department's job, there may coincide first detach which might bring about the 2nd phase of 'storming' where the groups challenge one another. It is just during the 3rd phase or 'norming' when they would come with each other to share suggestions before the group can bring about harmony in the 4th phase 'executing'.

When people are presented with adjustment, they go into stage one as well as so there may be feelings like sadness, uncertainty, frustration, rage, concern, denial as well as disorientation.The scenario at the advertising and marketing department of Air India Maharaja In Debt Trap is similar so Lewis can obtain comfortable with the concept that it is not amazing actions. It is throughout this stage that Lewis will certainly have to provide guidance to the division so that they can find a sense of instructions. It can be seen how Krasnow has already made this change much easier by making Lewis get entailed in the division a year before his actual departure.
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Power structure' (appendix 5) has reviews the importance of 'safety and security requires as being a lower degree need of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the demand to really feel secure as well as out of danger' is at the second level of demands. Before a worker can be made to create emotionally, he needs to have his 'Physical 'as well as 'Security' requires satisfied.

SWOT Analysis for Air India Maharaja In Debt Trap Case Study

Effects of Analysis.

The OB analysis has considered different concepts to understand just how to cope with the existing scenario available. The following three choices have been proposed to help Lewis handle the business challenges in the advertising department. Each of these options has been suggested for alleviating the shift needed to bring the advertising department in accordance with the requirements of the market and for making the cultural modification that would certainly comply with when the present leader leaves.

Integration of advertising and marketing functions. Dividing Adverting and Production functions. Combination of Advertising And Marketing with Operations.

Examination of Alternatives.

Judith Shapiro who has actually earlier been interviewed by Lewis throughout the earlier merging days has knowledge in business-to-business marketing along with agency and retail advertising experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to handle both advertising and marketing as well as advertising features.

The advantage of this strategy is that it will incorporate the two features while reducing the need for employing an additional resource for advertising and marketing. Lewis would certainly be heading the marketing division as well as in any kind of case her substitute would certainly be required for the present role that she is carrying out. The drawback of this choice is that exterior hiring may cause animosity from internal personnel who might be eying the position of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and Production: Provided the affordable pressures as well as excellent quality work needed from the advertising agency, it is recommended that Lewis needs to permit the manufacturing system to be a different function from the marketing system. Given that many advertising agencies had these two features as different devices, it makes more sense to adhere to the standard. Both functions might be able to concentrate on their core activates a lot more successfully. Nevertheless, the downside of this strategy would certainly be that extra costs would have to be borne for establishing separate production features. In addition to this, a production head might need to be employed which might enhance expenses for the organization.

Assimilation of Advertising And Marketing with Procedures: Given that Lewis is currently taking treatment of the advertising and also operations departments all at once; it makes feeling to integrate the two features considering that she has been efficiently taking treatment of both ends. The truth that Lewis has to adapt her monitoring style for the advertising and marketing department suggests that these 2 divisions would be culturally diverse.


An examination of the three options suggests that assimilation of marketing and also operations would not be a feasible step due to the substantial differences between the 2 departments despite the truth that currently Lewis is dealing with both. While splitting up of the production function might have been a positive move for the advertising and marketing division, the fact that it would indicate putting a third function under Lewis's wing indicates this ought to be stayed clear of.

Action Strategy.
Lewis will certainly take control of the role of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising functions would certainly be combined.

Judith Shapiro will be employed to take Lewis's area as SVP of advertising and marketing.

Manufacturing feature will certainly remain component of advertising and marketing under advertising feature.

Lewis will certainly divide herself from procedures.

A democratic leadership style with staff member empowerment will certainly be utilized in advertising and marketing division.

Open up door plan and also focus on cross departmental interaction will be focused on eliminating disharmony.

Backup plan.

If the integration does not work out as planned, a contingency plan would follow which would separate the production feature from the advertising function to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not get worked with, Lewis will be heading the advertising department without an SVP. Because case the production function will absolutely be separated by positioning it under an SVP manufacturing.