Aravind Eye Care System Retaining The Legacy Case Study Solution


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Aravind Eye Care System Retaining The Legacy Case Study Help

Background and Facts

Aravind Eye Care System Retaining The Legacy a workplace materials store for small and also moderate sized companies has recently been associated with planning for a merger with its rival House Deport, which has influenced efficiency degrees in departmentswith the elderly supervisor involved in legal problems presented by the federal Trade Payment. With the Advertising and marketing Head putting forward the information of his separation from the business in one year, Jeannie Lewis, the existing head of operations has been asked to take the function in the near future. With obstacles in the form of a potential cultural adjustment as well as reduced worker morale, the organization requires a full reengineering effort at the advertising division.

Trouble Declaration
Porter's 5 Forces Analysis
The possible social adjustment at the marketing division of Aravind Eye Care System Retaining The Legacy is increasing uncertainty in the workplace causing numerous challenges for the Jeannie Lewis that would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in impacting strategic choices because Stapes Inc. needed to desert its strategies of merging with Workplace Deport after the Federal Trade Compensation's treatment in the process. Offered the reality that the store has a worldwide presence with branches in UK, U.S.A., Canada as well as Germany, political factors in each of these countries might be able to affect efficiency or tactical goals. Federal Profession Payment's antitrust fit against the merging took up important time of the company's elderly management suggesting that 'political' factors can have severe effects for an international organisation.

Economic Factors: Financial factors such as the appearance of local business in the global circumstance recommend that Aravind Eye Care System Retaining The Legacy is prospering in an atmosphere where there is prospective growth of organisations. Reality that shop clients are mainly looking for office supplies for house offices suggests that the market has an increasing fad of entrepreneurs and also house based services.

Social factors: Social fads in the economic climate reveal that customers are searching for convenience along with attractive rates. Market research demonstrates how the client for Aravind Eye Care System Retaining The Legacy does not have awareness concerning discovering options which can offer a mix of ease as well as affordable.

Technical factors: Modern technology plays an important role in Aravind Eye Care System Retaining The Legacy's service approach specifically as the organization is piloting Technology facilities which would provide technology sales and support in the kind of memory upgrades, peripheral setups. (Summary of PEST in appendix 2).

OB Issues as well as Manifestations.

Numerous underlying Business Actions issues can be seen in Aravind Eye Care System Retaining The Legacy's case as highlighted in this section.

Uneasiness about social adjustment: There is apprehension concerning a cultural modification that would certainly happen as soon as Todd Krasnow leaves from his placement as the Exec Vice President of Marketing with a lot of the employee currently revealing unhappiness over this potential move. This predicted change has created anxiety in the workplace which has been combined with the past stress of preparing the company for a possible merging with Residence Deport.
Pest Analysis
Difficult Task Environment for Newcomers: There is scarcity of workers that can match the demanding atmosphere of a fast-paced organization. Not just does this cause problem in finding the appropriate people, it puts tension on new hires as can not endure the speed and pressure that the company anticipates them to birth.

Dual Coverage Lines: Beginners find this business society cumbersome and difficult to handle particularly as dotted line relationships are meant to be weaker as a whole and also objective setup and performance analysis is still done by the strong line supervisor. This means that beginners can lose quality regarding their corresponding roles as well as goals especially as populated line reporting does not maintain them in direct interaction with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor as opposed to Bridget Coles even though it had actually been guessed that the latter would take Krasnow's placement came as a strike to her morale. Lewis might have been qualified as well as appropriate for the job yet the reality that Kransnow's separation would make Coles a direct report to Lewis may have been the factor for Coles' resignation from services.

Concern & Task Insecurity: Worry and insecurity can be identified as 2 significant worries that Lewis would be handling particularly as the merging has actually now be terminated and two elderly execs of the advertising and marketing department would certainly be leaving. The entire obligation of the department would certainly be falling on Lewis's shoulders that would certainly not just supervise of brining regarding a social modification however would additionally have to prove herself in her brand-new function.

Inappropriate Administration Style of Leader: Lewis's monitoring style and also its incompatibility with the marketing department's duty can additionally be seen as an OB challenge especially as she has been utilized to taking care of problems in the operations department where workers are shown to concentrate on procedures as well as get them right. The advertising and marketing division on the various other hand can be seen as a group of individuals who are used to being supported by Krasnow that focused much more on outcome than procedures.

Interdepartmental Arguments: Interdepartmental disagreements in between 3 divisions, advertising and marketing, merchandizing and also operations specifically over the allowance of the advertising and marketing mix can be determined as an additional OB worry. The advertising and marketing department does not share the exact same vision as the various other 2 divisions relating to the aloocation of the advertising and marketing mix twoards promotions and also advertsing, the merchandizing as well as procedures departments do not concur over the advertising and marketing mix allotment amongst one another either.

Fragmentation in Advertising And Marketing Department: Fragmentation between the marketing and advertising divisions can be determined as an additional OB issue which can need further interest. The reality that the advertising and marketing areas in the marketing division are separated is protecting against both divisions from getting from each other's experience as well as competence. Assimilation of advertising and marketing with merchandising as well as operations would end up being more difficult if the advertising division itself is broken down which can be one more possible OB worry.

Aravind Eye Care System Retaining The Legacy Analysis

Numerous theories have been used to explain the circumstances to obtain additional clarity concerning the situation handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of managers think that staffs are passive and careless, have little ambition and stand up to change. The situation at Aravind Eye Care System Retaining The Legacy is not completely complying with Theory X, it can be seen that new hires are finding this atmosphere instead difficult which might at some point lead to a better disposition of the monitoring in the direction of Theory X. Also while examining Lewis's monitoring design, theory X may have been ideal in the procedures department to some degree but the Marketing department would certainly require dependence on Theory Y in order to obtain the creativity as well as creativity from the groups.

Tuckman's Teamwork Theory: As far as Lewis's issue regarding bringing harmony between the advertising and marketing department is concerned, this would at first cause contrast as discussed by Bruce Tuckman in his 'Team effort Theory'. (Tuckman, 1965). As per Tuckman's theory received appendix 3, during the initial phase of group development, individuals may not bond, as they are active locating their location in the team. By incorporating the marketing and advertising department's work, there might be the same preliminary separate which might result in the 2nd phase of 'storming' where the teams test one another. However, it is only during the 3rd stage or 'norming' when they would certainly come together to share concepts before the group can bring about harmony in the fourth stage 'executing'.

Bridges' Shift Design: Based On William Bridge's concept (appendix 4), people are rather uneasy with adjustment, which is noticeable by the circumstance at Aravind Eye Care System Retaining The Legacy The situation can be viewed as a normal program of life if is studied according to Bridge's concept where he explains that people undergo three phases of shift when they experience adjustment. 'Ending, losing as well as Releasing', The Neutral Zone as well as 'The New Starting' (Bridges, 2004). When people are presented with modification, they enter stage one therefore there might be feelings like sadness, unpredictability, disappointment, temper, anxiety, rejection and also disorientation.The circumstance at the advertising and marketing department of Aravind Eye Care System Retaining The Legacy is similar so Lewis can get comfortable with the idea that it is not remarkable actions. In the second stage, there might be a requirement to bridge the gap between the new as well as old society so Lewis may need to encounter this ordeal as soon as Krasnow leaves. There may be low morale and reduced productivity at this phase which need to not be taken as a trouble. It is throughout this phase that Lewis will certainly need to give support to the department to make sure that they can locate an orientation. It can be seen just how Krasnow has already made this shift easier by making Lewis get involved in the department a year prior to his actual separation. Based on Bridges' Model, phase 3 will certainly produce openness to understanding, High power and also commitment as people will welcome the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Demand power structure: The OB concern pertaining to insecurity at the workplace has been triggered to start with by the modification in monitoring and also secondly by the truth that the merging will certainly no more be initiated. Abraham Maslow in his Concept of 'Needs Hierarchy' (appendix 5) has talks about the relevance of 'security needs as being a lower level need of a human for activating inspiration. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the requirement to really feel safe and also unharmed' is at the second level of requirements. Prior to a worker can be made to establish mentally, he needs to have his 'Physiological 'and also 'Safety' requires satisfied. This shows that unless the personnel are made to really feel safe about their current work status in Aravind Eye Care System Retaining The Legacy they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Aravind Eye Care System Retaining The Legacy Case Study

Implication of Analysis.

The OB analysis has actually looked at various theories to understand exactly how to handle the existing situation handy. The complying with three options have actually been proposed to assist Lewis take care of the business obstacles in the advertising department. Each of these choices has been suggested for reducing the transition required to bring the marketing department in accordance with the requirements of the marketplace and also for making the cultural adjustment that would certainly follow as soon as the present leader leaves.

Assimilation of marketing and advertising features. Separating Adverting as well as Manufacturing features. Integration of Advertising And Marketing with Workflow.

Analysis of Alternatives.

Assimilation of Advertising & Advertising And Marketing Functions: The internal advertising and marketing company of Aravind Eye Care System Retaining The Legacy is already toughness for the company in regards to saving up on expenses connected to marketing and promo. Since no new recruitment has actually been done after Bridget Cole's separation with the coverage line being straight designated to Krasnow for the advertising function, this is a desirable chance for integrating the advertising and marketing functions. Judith Shapiro who has earlier been interviewed by Lewis throughout the earlier merger days has competence in business-to-business advertising together with agency as well as retail marketing experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to deal with both advertising and marketing features.

The advantage of this technique is that it will incorporate the two features while decreasing the need for working with an additional resource for advertising and marketing. Along with this, Lewis would certainly be heading the advertising and marketing division and regardless her substitute would certainly be required for the existing duty that she is executing. The disadvantage of this option is that exterior hiring may produce bitterness from inner personnel who might be considering the setting of EVP after Lewis takes control of Krasnow's position.

Separating Adverting as well as Production: Provided the affordable pressures and high quality job required from the advertising and marketing firm, it is suggested that Lewis must enable the manufacturing unit to be a separate feature from the marketing system. Considering that many advertising and marketing agencies had these 2 features as separate devices, it makes more feeling to comply with the norm.

Assimilation of Advertising with Procedures: Considering that Lewis is currently taking treatment of the marketing as well as procedures divisions concurrently; it makes sense to integrate the 2 features because she has actually been successfully taking care of both ends. The reality that Lewis has to adapt her monitoring style for the advertising department suggests that these two divisions would be culturally diverse.


An evaluation of the 3 alternatives suggests that assimilation of marketing and also procedures would certainly not be a practical action due to the huge distinctions in between the two divisions regardless of the reality that presently Lewis is handling both. While separation of the production feature may have been a positive action for the advertising and marketing division, the fact that it would certainly imply positioning a 3rd function under Lewis's wing implies this must be avoided.

Activity Plan.
Lewis will take over the duty of EVP Advertising after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

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

Manufacturing function will certainly remain component of marketing under marketing feature.

Lewis will divide herself from operations.

A democratic management design with employee empowerment will be used in advertising and marketing department.

Open up door policy and also emphasis on cross departmental interaction will be focused on eliminating disharmony.

Backup strategy.

If the assimilation does not exercise as prepared, a backup plan would certainly comply with which would divide the manufacturing feature from the advertising feature to reduce the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will be heading the advertising and marketing division without an SVP. In that case the manufacturing feature will absolutely be divided by positioning it under an SVP production.