Deaver Brown And Cross River Media Master Video Case Study Analysis


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Background and Facts

Deaver Brown And Cross River Media Master Video an office supplies store for tiny as well as average sized services has just recently been involved in preparing for a merging with its rival Home Deport, which has affected efficiency degrees in departmentswith the senior supervisor associated with lawful issues presented by the federal Profession Commission. With the Advertising Head putting forward 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 challenges in the form of a prospective social adjustment as well as low worker morale, the organization requires a complete reengineering effort at the advertising and marketing division.

Problem Statement

The prospective cultural modification at the advertising and marketing department of Deaver Brown And Cross River Media Master Video is increasing unpredictability in the working environment leading to numerous challenges for the Jeannie Lewis that would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in influencing tactical choices since Stapes Inc. had to abandon its plans of combining with Workplace Deport after the Federal Trade Commission's treatment in the process. Provided the truth that the store has a global visibility with branches in UK, U.S.A., Canada and also Germany, political factors in each of these countries may be able to impact efficiency or tactical objectives. Federal Profession Compensation's antitrust match versus the merger took up valuable time of the company's elderly management recommending that 'political' factors can have major effects for a global business.

Economic Factors: Economic factors such as the introduction of small companies in the global circumstance suggest that Deaver Brown And Cross River Media Master Video is thriving in an environment where there is potential growth of companies. In addition to this, fact that shop customers are mainly searching for office products for office suggests that the market has an increasing trend of business owners as well as online companies.

Social factors: Social trends in the economic situation reveal that clients are trying to find ease as well as attractive rates. Marketing research shows how the customer for Deaver Brown And Cross River Media Master Video does not have understanding concerning finding services which can provide a combination of comfort and low costs.

Technical factors: Technology plays a crucial role in Deaver Brown And Cross River Media Master Video's business technique specifically as the organization is piloting Innovation facilities which would certainly supply innovation sales as well as assistance in the form of memory upgrades, peripheral installations. (Summary of INSECT in appendix 2).

OB Issues and also Effects.

Several underlying Organizational Habits concerns can be seen in Deaver Brown And Cross River Media Master Video's case as highlighted in this area.

Concerns concerning cultural change: There is uneasiness regarding a social change that would certainly take place once Todd Krasnow leaves from his placement as the Executive Vice President of Advertising with the majority of the personnel already showing discontent over this possible action. This expected change has developed stress in the work environment which has been combined with the previous stress and anxiety of preparing the company for a potential merging with Home Deport.

Stressful Task Setting for Newcomers: There is scarcity of personnel that can match the demanding atmosphere of a busy organization. Not just does this cause trouble in locating the ideal individuals, it places anxiety on new hires as can not hold up against the speed and stress that the company expects them to bear.

Dual Coverage Lines: Newbies discover this organizational culture troublesome and hard to cope with especially as dotted line relationships are indicated to be weak generally and also objective setup and also efficiency analysis is still done by the strong line manager. This suggests that novices might lose clearness about their corresponding roles and also objectives particularly as populated line reporting does not keep them in straight interaction with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles although it had actually been guessed that the latter would take Krasnow's position came as a strike to her morale. Lewis may have been qualified and proper for the work however the fact that Kransnow's departure would make Coles a direct report to Lewis might have been the factor for Coles' resignation from services.

Anxiety & Task Instability: Concern and also instability can be recognized as two major concerns that Lewis would be managing particularly as the merging has now be cancelled and also two senior executives of the marketing division would be leaving. The entire duty of the division would be dropping on Lewis's shoulders who would not simply be in charge of brining concerning a cultural change yet would certainly additionally have to show herself in her new role.

Incompatible Management Design of Leader: Lewis's administration style and its conflict with the marketing department's function can likewise be seen as an OB obstacle especially as she has actually been used to taking care of concerns in the operations division where personnel are instructed to focus on procedures and also obtain them. The advertising and marketing department on the various other hand can be viewed as a group of people who are used to being supported by Krasnow who focused a lot more on result than procedures.

Interdepartmental Differences: Interdepartmental arguments between 3 divisions, advertising and marketing, merchandizing as well as procedures specifically over the allowance of the advertising mix can be identified as another OB issue. The advertising division does not share the very same vision as the other 2 departments pertaining to the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing as well as operations divisions do not agree over the advertising and marketing mix allocation among one an additional either.

Fragmentation in Advertising Department: Fragmentation between the advertising and marketing divisions can be recognized as an additional OB problem which might require further attention. The reality that the marketing and advertising areas in the marketing division are detached is stopping both departments from acquiring from each various other's experience and knowledge. Assimilation of advertising and marketing with retailing as well as operations would end up being more difficult if the advertising department itself is broken down which can be one more potential OB problem.

Deaver Brown And Cross River Media Master Video Analysis

Different theories have been utilized to describe the conditions to obtain more clarity about the situation available.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, a lot of managers think that staffs are passive as well as lazy, have little aspiration as well as withstand modification. The scenario at Deaver Brown And Cross River Media Master Video is not totally complying with Theory X, it can be seen that new hires are locating this atmosphere rather stressful which may eventually lead to a greater inclination of the monitoring towards Concept X. Even while examining Lewis's management design, concept X may have been suitable in the operations department to some degree but the Marketing division would certainly require dependence on Theory Y in order to get the creativity and also originality from the teams.

Tuckman's Teamwork Theory: As much as Lewis's worry about bringing harmony between the advertising and also advertising department is worried, this would originally lead to clash as talked about by Bruce Tuckman in his 'Synergy Theory'. By incorporating the advertising as well as advertising and marketing department's job, there may be the very same initial separate which could lead to the 2nd phase of 'storming' where the teams challenge one an additional.

When people are provided with modification, they get in phase one and so there might be emotions like unhappiness, unpredictability, stress, anger, worry, rejection and disorientation.The situation at the advertising department of Deaver Brown And Cross River Media Master Video is comparable so Lewis can obtain comfy with the idea that it is not extraordinary habits. It is throughout this stage that Lewis will have to give guidance to the department so that they can locate a feeling of direction. It can be seen how Krasnow has actually currently made this shift simpler by making Lewis obtain included in the department a year prior to his real departure.

Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has goes over the value of 'protection requires as being a reduced level demand of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to really feel protected and also out of risk' is at the second level of requirements. Prior to an employee can be made to establish mentally, he needs to have his 'Physiological 'and 'Security' requires fulfilled.

SWOT Analysis for Deaver Brown And Cross River Media Master Video Case Study

Ramification of Analysis.

The OB analysis has checked out different concepts to understand just how to manage the existing situation at hand. The complying with 3 alternatives have actually been suggested to help Lewis deal with the business difficulties in the advertising and marketing division. Each of these choices has been recommended for reducing the change required to bring the advertising department according to the requirements of the market and for making the social modification that would follow as soon as the current leader leaves.

Assimilation of marketing and advertising functions. Separating Adverting and also Production features. Combination of Advertising with Procedures.

Assessment of Alternatives.

Assimilation of Advertising And Marketing & Advertising And Marketing Functions: The internal advertising and marketing company of Deaver Brown And Cross River Media Master Video is already strength for the organization in regards to saving up on overheads connected to marketing and promo. Since no new employment has actually been done after Bridget Cole's departure with the reporting line being directly appointed to Krasnow for the advertising feature, this is a favorable possibility for incorporating the advertising and marketing features. Judith Shapiro who has actually earlier been interviewed by Lewis during the earlier merger days has know-how in business-to-business advertising and marketing along with firm and retail advertising and marketing experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to manage both advertising and marketing features.

The advantage of this approach is that it will integrate the two functions while reducing the demand for hiring an extra source for advertising. Lewis would certainly be heading the advertising division and also in any kind of case her substitute would be required for the present duty that she is executing. The negative aspect of this alternative is that outside hiring might cause resentment from internal workers who may be considering the setting of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and also Production: Provided the affordable stress and high quality work required from the advertising agency, it is advised that Lewis must enable the production system to be a different function from the advertising and marketing unit. Given that many advertising firms had these two features as different systems, it makes more feeling to comply with the standard.

Combination of Advertising And Marketing with Workflows: Since Lewis is already taking care of the marketing and operations departments concurrently; it makes good sense to integrate the two functions since she has actually been successfully dealing with both ends. The fact that both divisions already have major distinctions over allotment of sources suggests that this combination may have the ability to cause harmony particularly as Lewis would be heading both ends.However there are various negative aspects of this move particularly as it would certainly put excessive problem over Lewis's shoulders. The reality that Lewis needs to adjust her monitoring style for the advertising division recommends that these two departments would certainly be culturally varied. Lewis may not be able to use one type of management style to both divisions which can result in ineffectiveness in either one of the two features.


An analysis of the 3 options shows that assimilation of advertising and also operations would not be a viable step due to the large differences in between the two departments despite the fact that presently Lewis is taking care of both. While separation of the manufacturing function may have been a positive action for the advertising and marketing division, the reality that it would certainly mean putting a 3rd feature under Lewis's wing means this need to be prevented too. The assimilation of the marketing department is the most effective choice in terms of obtaining the optimum results from the division. An activity prepare for this alternative is discussed below.

Action Strategy.

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

Marketing and advertising features would certainly be merged.

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

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

Lewis will certainly separate herself from operations.

A democratic management design with staff member empowerment will be utilized in advertising division.

Open up door policy and also emphasis on cross department interaction will be aimed at removing discord.

Contingency strategy.

If the combination does not exercise as intended, a backup plan would certainly comply with which would certainly divide the manufacturing function from the marketing function to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will certainly be heading the marketing division without an SVP. In that case the manufacturing feature will definitely be separated by putting it under an SVP production.