Shanakt Consulting An Indian Technology Startups Dilemma Case Study Analysis


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Background and Facts

Shanakt Consulting An Indian Technology Startups Dilemma a workplace products merchant for tiny and also medium sized businesses has actually recently been associated with planning for a merger with its rival Home Deport, which has actually affected efficiency degrees in departmentswith the elderly manager involved in legal problems put forth by the federal Profession Compensation. With the Advertising Head advancing the information of his departure from the company in one year, Jeannie Lewis, the current head of operations has been asked to take the role in the future. With difficulties in the form of a prospective cultural change as well as low staff member morale, the organization needs a complete reengineering initiative at the marketing division.

Issue Statement

The potential cultural adjustment at the marketing department of Shanakt Consulting An Indian Technology Startups Dilemma is boosting uncertainty in the workplace leading to numerous challenges 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 major function in influencing tactical decisions considering that Stapes Inc. had to desert its plans of merging with Workplace Deport after the Federal Trade Compensation's treatment in the process. Provided the reality that the shop has a global visibility with branches in UK, U.S.A., Canada and Germany, political factors in each of these nations might have the ability to influence efficiency or tactical goals. Federal Trade Commission's antitrust fit against the merger occupied valuable time of the company's elderly management suggesting that 'political' factors can have serious effects for a global company.

Economic Factors: Financial factors such as the introduction of small companies in the worldwide situation recommend that Shanakt Consulting An Indian Technology Startups Dilemma is prospering in an environment where there is prospective growth of services. Along with this, fact that store customers are primarily seeking office supplies for home offices suggests that the market has a rising fad of entrepreneurs and also online services.

Social factors: Social trends in the economy show that customers are trying to find benefit in addition to eye-catching rates. Marketing research shows how the consumer for Shanakt Consulting An Indian Technology Startups Dilemma lacks understanding regarding discovering remedies which can offer a mix of benefit and also affordable.

Technological factors: Technology plays an important role in Shanakt Consulting An Indian Technology Startups Dilemma's company approach especially as the organization is piloting Technology facilities which would provide modern technology sales and also support in the form of memory upgrades, peripheral installations. (Recap of PARASITE in appendix 2).

OB Issues and Effects.

A number of underlying Business Behavior concerns can be seen in Shanakt Consulting An Indian Technology Startups Dilemma's case as highlighted in this area.

Uneasiness about social change: There is worry concerning a social adjustment that would occur once Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Advertising And Marketing with a lot of the employee currently showing unhappiness over this prospective step. This expected change has actually produced anxiety in the office which has actually been paired with the previous tension of preparing the firm for a potential merging with House Deport.

Difficult Task Atmosphere for Newcomers: There is lack of personnel that can match the difficult atmosphere of a busy organization. Not only does this result in problem in finding the right individuals, it puts tension on new hires as can not stand up to the rate as well as pressure that the company expects them to bear.

Double Coverage Lines: Newbies locate this business culture difficult and also challenging to manage especially as dotted line partnerships are indicated to be weaker in general and objective setting and also performance analysis is still done by the strong line manager. This suggests that newcomers can lose clarity about their particular roles and also purposes specifically as dotted line reporting does not keep them in straight interaction with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles despite the fact that it had been hypothesized that the latter would certainly take Krasnow's position came as a strike to her morale. Lewis may have been capable as well as appropriate for the job but the truth that Kransnow's departure would certainly make Coles a straight report to Lewis may have been the factor for Coles' resignation from solutions.

Anxiety & Task Insecurity: Concern and insecurity can be identified as two significant concerns that Lewis would be managing particularly as the merger has currently be terminated as well as two senior executives of the advertising department would certainly be leaving. The whole obligation of the division would be falling on Lewis's shoulders that would not just supervise of brining concerning a social adjustment yet would likewise need to prove herself in her new duty.

Incompatible Management Design of Leader: Lewis's administration style as well as its conflict with the advertising and marketing division's duty can also be seen as an OB obstacle specifically as she has actually been used to managing concerns in the operations department where employees are shown to focus on procedures and get them right. The advertising and marketing department on the various other hand can be seen as a group of people who are utilized to being nurtured by Krasnow that focused a lot more on output than processes.

Interdepartmental Disputes: Interdepartmental differences between 3 departments, marketing, merchandizing as well as procedures respectively over the appropriation of the advertising and marketing mix can be identified as another OB issue. The advertising and marketing department does not share the exact same vision as the other 2 departments relating to the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing as well as operations departments do not concur over the marketing mix allowance among one an additional either.

Disintegration in Advertising And Marketing Division: Fragmentation in between the marketing and advertising departments can be determined as one more OB problem which could need more attention. The truth that the marketing and advertising areas in the advertising and marketing division are separated is protecting against both departments from obtaining from each various other's experience and also competence. Integration of advertising and marketing with retailing and also procedures would certainly come to be harder if the advertising department itself is degenerated which can be an additional potential OB concern.

Shanakt Consulting An Indian Technology Startups Dilemma Analysis

Different theories have been utilized to discuss the scenarios to obtain additional clearness regarding the scenario available.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that staffs are passive and also careless, have little ambition and withstand change. The situation at Shanakt Consulting An Indian Technology Startups Dilemma is not entirely following Theory X, it can be seen that brand-new hires are finding this environment rather demanding which might at some point lead to a greater inclination of the management towards Theory X. Even while evaluating Lewis's management design, theory X may have been appropriate in the procedures department to some level but the Marketing department would call for dependence on Concept Y in order to get the creative thinking and also originality from the teams.

Tuckman's Synergy Theory: As far as Lewis's problem concerning bringing consistency in between the advertising and also advertising division is worried, this would at first lead to clash as discussed by Bruce Tuckman in his 'Synergy Theory'. By integrating the advertising and marketing division's job, there might be the same initial separate which can lead to the second phase of 'storming' where the teams test one an additional.

Bridges' Transition Design: Based On William Bridge's theory (appendix 4), individuals are rather uncomfortable with modification, which is evident by the circumstance at Shanakt Consulting An Indian Technology Startups Dilemma The scenario can be viewed as a normal training course of life if is examined according to Bridge's concept where he discusses that people go through three phases of shift when they experience modification. 'Ending, shedding and also Releasing', The Neutral Zone and also 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they get in phase one therefore there might be emotions like unhappiness, uncertainty, irritation, temper, worry, rejection as well as disorientation.The circumstance at the advertising and marketing division of Shanakt Consulting An Indian Technology Startups Dilemma is similar so Lewis can obtain comfortable with the concept that it is not extraordinary habits. In the second phase, there might be a demand to bridge the space in between the brand-new as well as old culture so Lewis may need to face this experience as soon as Krasnow leaves. There might be reduced morale as well as reduced performance at this phase which need to not be taken as an obstacle. It is throughout this phase that Lewis will need to give guidance to the department so that they can find an orientation. It can be seen exactly how Krasnow has currently made this shift much easier by making Lewis obtain associated with the division a year before his real departure. As per Bridges' Version, stage three will certainly cause visibility to discovering, High energy and commitment as people will accept the adjustment (Bridges, 2004).

Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has goes over the significance of 'protection requires as being a reduced degree demand of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel protected and also out of threat' is at the 2nd level of requirements. Prior to a worker can be made to create mentally, he needs to have his 'Physiological 'and 'Safety and security' needs fulfilled.

SWOT Analysis for Shanakt Consulting An Indian Technology Startups Dilemma Case Study

Ramification of Analysis.

The OB analysis has considered various concepts to comprehend just how to cope with the present scenario available. The adhering to three alternatives have been suggested to help Lewis deal with the organizational challenges in the advertising division. Each of these choices has actually been proposed for alleviating the change required to bring the marketing department according to the requirements of the marketplace as well as for making the cultural modification that would follow when the present leader leaves.

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

Analysis of Alternatives.

Judith Shapiro who has earlier been interviewed by Lewis during the earlier merging days has know-how in business-to-business advertising along with firm and retail marketing experience. Once Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising and marketing to take care of both advertising and also advertising and marketing features.

The benefit of this strategy is that it will certainly incorporate the two functions while decreasing the requirement for employing an additional resource for marketing. Along with this, Lewis would certainly be heading the marketing department and regardless her substitute would be needed for the current function that she is doing. The disadvantage of this choice is that outside hiring may cause resentment from interior employees who may be eying the placement of EVP after Lewis takes control of Krasnow's placement.

Dividing Adverting and Manufacturing: Offered the competitive stress and also high top quality job required from the advertising company, it is advised that Lewis must enable the manufacturing device to be a separate feature from the marketing device. Since many marketing companies had these 2 functions as separate units, it makes more feeling to adhere to the norm.

Assimilation of Advertising with Procedures: Since Lewis is already taking treatment of the advertising and marketing as well as operations departments at the same time; it makes feeling to incorporate the 2 functions since she has actually been efficiently taking care of both ends. The reality that Lewis has to adjust her monitoring style for the advertising and marketing division recommends that these 2 departments would certainly be culturally diverse.


An evaluation of the three options suggests that combination of marketing and procedures would not be a practical relocation due to the substantial differences between both departments despite the fact that currently Lewis is taking care of both. While splitting up of the manufacturing function might have been a favorable action for the advertising division, the reality that it would imply putting a third function under Lewis's wing indicates this ought to be avoided also. The assimilation of the marketing department is the best alternative in regards to obtaining the optimum arise from the department. An activity plan for this alternative is gone over listed below.

Activity Strategy.

Lewis will certainly take control of the function of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would certainly be merged.

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

Manufacturing function will continue to be component of advertising and marketing under advertising and marketing feature.

Lewis will certainly separate herself from operations.

A democratic leadership style with worker empowerment will be utilized in marketing department.

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

Contingency plan.

If the combination does not exercise as planned, a backup strategy would certainly follow which would certainly separate the manufacturing feature from the advertising and marketing feature to reduce the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain hired, Lewis will be heading the marketing division without an SVP. Because case the production feature will absolutely be separated by positioning it under an SVP manufacturing.