Automated Intelligence Corp Case Study Solution


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Automated Intelligence Corp Case Study Solution

Background and Facts

Automated Intelligence Corp a workplace products merchant for little and also moderate sized businesses has actually recently been associated with planning for a merger with its competitor Residence Deport, which has actually influenced effectiveness levels in departmentswith the elderly manager associated with legal problems put forth by the government Trade Payment. With the Marketing Head advancing the information of his departure from the company in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the function in the near future. With challenges in the kind of a possible social adjustment as well as reduced employee spirits, the company is in need of a full reengineering initiative at the marketing department.

Trouble Declaration
Porter's 5 Forces Analysis
The possible social adjustment at the advertising department of Automated Intelligence Corp is raising uncertainty in the workplace causing different obstacles for the Jeannie Lewis who would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in impacting calculated decisions because Stapes Inc. had to abandon its plans of combining with Office Deport after the Federal Trade Payment's intervention at the same time. Provided the fact that the shop has an international visibility with branches in UK, U.S.A., Canada as well as Germany, political factors in each of these nations may have the ability to influence efficiency or calculated objectives. Federal Trade Compensation's antitrust fit versus the merging took up useful time of the company's elderly administration suggesting that 'political' factors can have major effects for an international business.

Economic Factors: Financial factors such as the introduction of local business in the global circumstance suggest that Automated Intelligence Corp is flourishing in a setting where there is possible development of companies. Fact that store consumers are primarily looking for office products for house workplaces recommends that the market has an increasing pattern of entrepreneurs and home based companies.

Social factors: Social fads in the economic situation reveal that consumers are seeking comfort along with appealing prices. Marketing research shows how the customer for Automated Intelligence Corp lacks recognition regarding discovering options which can supply a mix of ease as well as low costs.

Technological factors: Innovation plays an essential role in Automated Intelligence Corp's business method specifically as the organization is piloting Technology facilities which would supply innovation sales and also support in the form of memory upgrades, peripheral setups. (Summary of PARASITE in appendix 2).

OB Issues as well as Manifestations.

Numerous underlying Organizational Behavior concerns can be seen in Automated Intelligence Corp's case as highlighted in this section.

Concerns about social modification: There is worry regarding a cultural adjustment that would certainly happen as soon as Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising with a lot of the employee currently revealing unhappiness over this prospective step. This predicted change has created tension in the office which has been paired with the past stress of preparing the company for a prospective merging with Residence Deport.
Pest Analysis
Stressful Task Setting for Newcomers: There is scarcity of personnel that can match the stressful environment of a hectic company. Not only does this result in problem in finding the right people, it places stress and anxiety on brand-new hires as can not endure the rate as well as pressure that the organization anticipates them to birth.

Double Coverage Lines: Newcomers find this business society difficult and also hard to handle particularly as populated line connections are indicated to be weak generally as well as unbiased setting as well as efficiency analysis is still done by the solid line supervisor. This means that newcomers could lose clearness regarding their particular functions and objectives especially as populated line reporting does not keep them in straight communication with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles even though it had been guessed that the last would certainly take Krasnow's position came as a strike to her morale. Lewis may have been qualified as well as appropriate for the work however the fact that Kransnow's departure would certainly make Coles a direct record to Lewis may have been the factor for Coles' resignation from solutions.

Worry & Work Insecurity: Anxiety and also insecurity can be determined as two significant issues that Lewis would certainly be handling especially as the merger has actually now be cancelled as well as two senior execs of the advertising and marketing department would be leaving. The entire responsibility of the division would be falling on Lewis's shoulders that would certainly not simply supervise of brining regarding a cultural modification yet would additionally have to confirm herself in her brand-new role.

Incompatible Management Design of Leader: Lewis's monitoring design and also its conflict with the advertising division's duty can additionally be seen as an OB difficulty particularly as she has been used to handling issues in the operations division where employees are taught to focus on processes as well as get them. The advertising and marketing division on the various other hand can be viewed as a group of people that are made use of to being supported by Krasnow who concentrated much more on output than processes.

Interdepartmental Arguments: Interdepartmental disputes between 3 divisions, advertising and marketing, merchandizing and also procedures specifically over the appropriation of the advertising and marketing mix can be determined as one more OB concern. The marketing division does not share the very same vision as the other two departments concerning the aloocation of the marketing mix twoards promos and advertsing, the merchandizing as well as procedures divisions do not concur over the marketing mix appropriation among one an additional either.

Fragmentation in Marketing Department: Fragmentation between the advertising and marketing departments can be recognized as one more OB problem which can require further interest. The reality that the advertising and marketing sections in the advertising division are separated is stopping both divisions from getting from each other's experience and knowledge. Assimilation of advertising with merchandising as well as operations would become harder if the marketing department itself is broken down which can be an additional prospective OB worry.

Automated Intelligence Corp Analysis

Various theories have actually been used to explain the circumstances to get additional clarity regarding the situation handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of managers believe that juniors are passive and lazy, have little passion and withstand modification. The tough version of this concept stressed threat, limited controls, dangers and also punishments. In time it produces low efficiency, subtle sabotage and also competition (Deal, 2003). Although the circumstance at Automated Intelligence Corp is not entirely adhering to Concept X, it can be seen that new hires are locating this environment rather demanding which might at some point lead to a better disposition of the management in the direction of Theory X. Based on McGregor's advocated view, which he called Concept Y, the important job of the administration is to organize business conditions to ensure that people can attain their very own objectives best by guiding their efforts towards business incentives. If individuals discover no fulfillment in their job, the management would have little selection but to rely upon concept X and exterior control (Bargain, 2003). Even while assessing Lewis's administration style, theory X may have appropriated in the operations division to some extent however the Advertising and marketing department would certainly need dependence on Concept Y to get the imagination and also originality from the groups.

Tuckman's Synergy Theory: As for Lewis's problem about bringing harmony in between the marketing and advertising department is worried, this would initially lead to clash as gone over by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). Based on Tuckman's theory displayed in appendix 3, throughout the preliminary phase of team advancement, individuals may not bond, as they are hectic discovering their location in the team. By combining the advertising and marketing division's work, there might coincide preliminary detach which might lead to the second stage of 'storming' where the teams test one another. It is only during the third stage or 'norming' when they would certainly come with each other to share suggestions before the team can bring about synergy in the 4th phase 'carrying out'.

When individuals are provided with change, they get in phase one and so there might be feelings like unhappiness, unpredictability, stress, anger, worry, denial and also disorientation.The situation at the advertising department of Automated Intelligence Corp is similar so Lewis can obtain comfortable with the idea that it is not extraordinary behavior. It is during this stage that Lewis will have to offer assistance to the division so that they can discover a sense of instructions. It can be seen how Krasnow has actually already made this transition simpler by making Lewis obtain included in the division a year before his actual separation.
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has reviews the significance of 'safety requires as being a reduced level requirement of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to feel safe as well as out of risk' is at the second level of needs. Before a worker can be made to create mentally, he needs to have his 'Physical 'as well as 'Safety and security' needs met.

SWOT Analysis for Automated Intelligence Corp Case Study

Ramification of Analysis.

The OB analysis has actually checked out numerous concepts to recognize how to cope with the existing circumstance available. The following three choices have actually been suggested to help Lewis take care of the business obstacles in the advertising department. Each of these alternatives has been suggested for alleviating the transition required to bring the advertising and marketing department in accordance with the requirements of the marketplace and also for making the social change that would comply with as soon as the current leader leaves.

Assimilation of marketing and advertising functions. Dividing Adverting and Production features. Integration of Marketing with Procedures.

Assessment of Alternatives.

Judith Shapiro that has earlier been talked to by Lewis throughout the earlier merging days has expertise in business-to-business advertising along with agency as well as retail marketing experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to deal with both marketing as well as marketing functions.

The advantage of this technique is that it will incorporate the two functions while decreasing the demand for working with an additional source for marketing. Along with this, Lewis would certainly be heading the marketing department and all the same her substitute would be required for the existing role that she is doing. The drawback of this option is that exterior hiring may bring about animosity from internal workers that may be considering the setting of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and Manufacturing: Given the affordable pressures as well as high quality work called for from the advertising and marketing company, it is suggested that Lewis should permit the manufacturing unit to be a separate function from the advertising device. Because many advertising firms had these two features as separate units, it makes more feeling to comply with the standard.

Integration of Marketing with Operations: Since Lewis is already looking after the advertising and procedures divisions simultaneously; it makes sense to integrate both functions since she has actually been efficiently taking care of both ends. The fact that the two divisions currently have major distinctions over allocation of sources recommends that this assimilation may be able to produce harmony especially as Lewis would be heading both ends.However there are various downsides of this move particularly as it would place way too much problem over Lewis's shoulders. The truth that Lewis needs to adjust her management design for the advertising division recommends that these 2 departments would certainly be culturally diverse. Lewis may not be able to apply one type of management style to both departments which might result in ineffectiveness in either one of the two features.


An examination of the three options indicates that integration of marketing and operations would certainly not be a possible step due to the substantial differences between the 2 departments despite the truth that currently Lewis is handling both. While splitting up of the production function may have been a beneficial action for the marketing department, the reality that it would imply putting a 3rd feature under Lewis's wing suggests this ought to be avoided.

Activity Strategy.
Lewis will certainly take over the function of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

Production feature will remain component of marketing under advertising function.

Lewis will certainly separate herself from procedures.

An autonomous leadership design with employee empowerment will be used in advertising and marketing division.

Open up door plan and focus on cross department communication will be targeted at eliminating dissonance.

Backup strategy.

If the assimilation does not work out as prepared, a contingency plan would follow which would divide the manufacturing feature from the marketing function to reduce the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get worked with, Lewis will be heading the advertising and marketing division without an SVP. Because case the production feature will definitely be divided by putting it under an SVP manufacturing.