Kalamazoo Zoo Case Study Analysis


Home >> Chicago Booth >> Kalamazoo Zoo >>

Kalamazoo Zoo Case Study Analysis

Background and Facts

Kalamazoo Zoo a workplace products retailer for little as well as moderate sized companies has just recently been associated with preparing for a merging with its rival House Deport, which has actually influenced performance degrees in departmentswith the elderly supervisor associated with legal problems presented by the federal Trade Payment. With the Advertising and marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the current head of operations has been asked to take the duty in the near future. With obstacles in the kind of a possible social modification and low worker spirits, the organization needs a total reengineering initiative at the advertising division.

Trouble Statement

The possible social change at the advertising department of Kalamazoo Zoo is boosting unpredictability in the workplace causing numerous obstacles for the Jeannie Lewis who would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing strategic decisions because Stapes Inc. needed to abandon its strategies of combining with Workplace Deport after the Federal Trade Compensation's treatment while doing so. Offered the reality that the shop has a global presence with branches in UK, UNITED STATES, Canada and Germany, political consider each of these countries might have the ability to affect efficiency or calculated objectives. Federal Profession Payment's antitrust suit against the merger occupied valuable time of the organization's elderly administration suggesting that 'political' factors can have major ramifications for an international business.

Economic Factors: Financial factors such as the emergence of small companies in the international circumstance suggest that Kalamazoo Zoo is thriving in an atmosphere where there is prospective growth of companies. Truth that store customers are mainly looking for office supplies for home offices suggests that the market has a climbing trend of business owners and also residence based companies.

Social factors: Social fads in the economic situation show that customers are trying to find ease along with attractive costs. Marketing research shows how the client for Kalamazoo Zoo lacks recognition about discovering options which can supply a mix of convenience and low costs.

Technological factors: Technology plays a vital function in Kalamazoo Zoo's company method especially as the organization is piloting Modern technology facilities which would certainly use modern technology sales as well as assistance in the kind of memory upgrades, peripheral setups. (Recap of BUG in appendix 2).

OB Issues and also Symptoms.

Numerous underlying Organizational Behavior issues can be seen in Kalamazoo Zoo's case as highlighted in this section.

Apprehensions about social adjustment: There is worry regarding a social change that would certainly take place as soon as Todd Krasnow leaves from his placement as the Exec Vice President of Advertising with a lot of the employee currently showing unhappiness over this prospective action. This predicted adjustment has actually produced stress and anxiety in the workplace which has been coupled with the previous stress and anxiety of preparing the company for a potential merging with Residence Deport.

Demanding Job Setting for Newcomers: There is shortage of personnel that can match the difficult environment of a fast-paced company. Not only does this result in difficulty in discovering the ideal individuals, it places stress and anxiety on new hires as can not withstand the speed as well as stress that the organization expects them to birth.

Double Coverage Lines: Newcomers discover this organizational culture cumbersome as well as hard to cope with specifically as populated line relationships are meant to be weaker generally as well as objective setup and also efficiency evaluation is still done by the solid line manager. This suggests that novices can lose clearness concerning their respective duties and objectives particularly as dotted line reporting does not keep them in straight interaction with the solid line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had been guessed that the latter would certainly take Krasnow's setting came as a blow to her morale. Lewis might have been capable and ideal for the work however the fact that Kransnow's departure would certainly make Coles a straight report to Lewis may have been the factor for Coles' resignation from services.

Worry & Job Instability: Concern and instability can be determined as two significant issues that Lewis would certainly be managing specifically as the merger has actually currently be cancelled as well as 2 elderly executives of the marketing department would be leaving. The entire responsibility of the department would certainly be dropping on Lewis's shoulders who would certainly not just supervise of brining regarding a social adjustment however would likewise have to prove herself in her brand-new role.

Inappropriate Management Style of Leader: Lewis's monitoring style as well as its conflict with the advertising and marketing division's function can also be seen as an OB obstacle specifically as she has actually been made use of to managing concerns in the operations division where employees are instructed to focus on procedures and get them. The marketing department on the various other hand can be seen as a team of individuals who are used to being nurtured by Krasnow that concentrated much more on result than procedures.

Interdepartmental Arguments: Interdepartmental differences in between 3 departments, advertising, merchandizing as well as operations respectively over the appropriation of the advertising and marketing mix can be recognized as one more OB concern. Although the marketing department does not share the same vision as the other 2 divisions concerning the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and also operations divisions do not concur over the advertising and marketing mix appropriation among each other either.

Disintegration in Marketing Department: Disintegration in between the marketing and advertising divisions can be determined as an additional OB issue which could need additional interest. The truth that the marketing and advertising areas in the marketing department are disconnected is protecting against both divisions from getting from each other's experience as well as proficiency. Combination of advertising and marketing with merchandising as well as procedures would certainly end up being harder if the advertising and marketing division itself is broken down which can be another prospective OB issue.

Kalamazoo Zoo Analysis

Numerous theories have actually been utilized to describe the scenarios to obtain further quality regarding the situation available.

McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of managers think that juniors are easy and careless, have little passion as well as withstand change. The hard version of this theory stressed coercion, tight controls, threats and also punishments. With time it produces reduced performance, refined sabotage and also competition (Bargain, 2003). The situation at Kalamazoo Zoo is not entirely following Theory X, it can be seen that new hires are discovering this setting rather stressful which may at some point lead to a greater inclination of the administration in the direction of Theory X. According to McGregor's supported view, which he called Theory Y, the necessary job of the monitoring is to prepare organizational conditions to make sure that people can accomplish their very own goals best by directing their initiatives towards organizational rewards. If individuals locate no fulfillment in their job, the management would certainly have little selection however to rely upon theory X and outside control (Deal, 2003). Also while evaluating Lewis's monitoring design, theory X might have been suitable in the procedures division somewhat however the Advertising division would certainly need reliance on Concept Y to get the creativity and also creativity from the groups.

Tuckman's Synergy Concept: As much as Lewis's concern about bringing harmony in between the advertising and marketing as well as advertising and marketing department is concerned, this would initially lead to clash as discussed by Bruce Tuckman in his 'Synergy Concept'. By combining the marketing and also marketing division's job, there may be the same initial detach which can lead to the 2nd phase of 'storming' where the teams test one another.

Bridges' Change Model: Based On William Bridge's theory (appendix 4), individuals are fairly uncomfortable with change, which is evident by the situation at Kalamazoo Zoo The scenario can be seen as a normal course of life if is examined based on Bridge's concept where he clarifies that people experience 3 stages of shift when they experience adjustment. 'End, shedding and Releasing', The Neutral Zone and also 'The New Starting' (Bridges, 2004). When individuals are presented with modification, they enter stage one and so there might be emotions like sadness, unpredictability, irritation, anger, worry, denial and also disorientation.The scenario at the marketing division of Kalamazoo Zoo is similar so Lewis can get comfortable with the idea that it is not phenomenal actions. In the second phase, there might be a demand to link the void in between the new and also old culture so Lewis might need to face this experience when Krasnow leaves. There might be low morale and also low performance at this phase which must not be taken as a setback. It is throughout this phase that Lewis will certainly have to offer assistance to the department to make sure that they can discover an orientation. It can be seen how Krasnow has currently made this shift much easier by making Lewis obtain associated with the division a year prior to his real departure. Based on Bridges' Design, stage 3 will certainly bring about openness to discovering, High energy and also dedication as individuals will welcome the modification (Bridges, 2004).

Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has reviews the significance of 'security needs as being a lower degree demand of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe as well as out of threat' is at the second level of demands. Before an employee can be made to develop emotionally, he needs to have his 'Physical 'and 'Safety and security' needs satisfied.

SWOT Analysis for Kalamazoo Zoo Case Study

Ramification of Analysis.

The OB analysis has looked at various theories to comprehend how to handle the present situation available. The adhering to 3 alternatives have actually been suggested to assist Lewis handle the business challenges in the advertising and marketing division. Each of these options has been suggested for relieving the transition required to bring the advertising and marketing division in line with the requirements of the marketplace and for making the social change that would comply with when the existing leader leaves.

Assimilation of advertising and marketing functions. Separating Adverting and also Manufacturing features. Combination of Marketing with Operations.

Analysis of Alternatives.

Integration of Advertising And Marketing & Advertising And Marketing Functions: The in-house marketing firm of Kalamazoo Zoo is already strength for the company in regards to conserving up on expenses related to marketing and also promotion. Given that no brand-new recruitment has actually been done after Bridget Cole's departure with the coverage line being directly assigned to Krasnow for the advertising feature, this is a beneficial possibility for incorporating the marketing and advertising functions. Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merging days has expertise in business-to-business advertising together with agency and also retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to deal with both advertising and marketing features.

The advantage of this method is that it will certainly incorporate the two functions while minimizing the demand for working with an added resource for advertising. Lewis would certainly be heading the advertising and marketing division and in any type of case her replacement would be required for the existing function that she is executing. The drawback of this choice is that exterior hiring may produce resentment from interior personnel who may be eying the position of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting and Production: Given the competitive stress and high quality job needed from the ad agency, it is advised that Lewis should permit the manufacturing device to be a separate feature from the advertising device. Given that many advertising agencies had these 2 functions as separate units, it makes even more feeling to comply with the standard. Both functions may be able to concentrate on their core activates a lot more successfully. The disadvantage of this technique would be that added prices would have to be borne for setting up separate production functions. Along with this, a production head might need to be hired which could boost overheads for the company.

Assimilation of Marketing with Workflows: Given that Lewis is already taking care of the advertising as well as operations divisions at the same time; it makes sense to integrate the 2 functions since she has been successfully taking treatment of both ends. The truth that Lewis has to adjust her management style for the advertising and marketing division recommends that these 2 divisions would certainly be culturally diverse.


An evaluation of the three options indicates that integration of marketing and procedures would not be a viable step due to the substantial differences between the 2 departments despite the fact that presently Lewis is dealing with both. While splitting up of the manufacturing feature may have been a desirable relocation for the advertising and marketing department, the fact that it would certainly imply placing a third function under Lewis's wing implies this ought to be avoided.

Activity Strategy.

Lewis will certainly take over the duty of EVP Marketing after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

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

Lewis will divide herself from operations.

An autonomous leadership design with worker empowerment will certainly be made use of in marketing division.

Open door plan as well as focus on cross department interaction will certainly be targeted at eliminating disharmony.

Backup strategy.

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