Digitalthink Building A Sales Force Case Study Analysis


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Digitalthink Building A Sales Force Case Study Solution

Background and Facts

Digitalthink Building A Sales Force a workplace materials merchant for tiny as well as average sized organisations has recently been associated with preparing for a merging with its rival Home Deport, which has actually impacted effectiveness degrees in departmentswith the elderly manager involved in legal issues presented by the federal Trade Compensation. With the Advertising Head putting forward the information of his departure from the business in one year, Jeannie Lewis, the present head of operations has actually been asked to take the function in the near future. With obstacles in the form of a potential cultural adjustment and also low employee morale, the company wants a full reengineering effort at the marketing division.

Trouble Statement

The potential social change at the marketing division of Digitalthink Building A Sales Force is boosting uncertainty in the working environment causing numerous challenges for the Jeannie Lewis that would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in affecting critical choices since Stapes Inc. had to desert its plans of merging with Workplace Deport after the Federal Trade Commission's treatment while doing so. Provided the truth that the store has a worldwide existence with branches in UK, U.S.A., Canada as well as Germany, political consider each of these countries may be able to affect efficiency or tactical goals. Federal Trade Compensation's antitrust suit against the merger occupied beneficial time of the company's senior management suggesting that 'political' factors can have significant implications for an international business.

Economic Factors: Economic factors such as the emergence of small businesses in the international scenario recommend that Digitalthink Building A Sales Force is thriving in a setting where there is prospective growth of businesses. Reality that store clients are mostly looking for workplace materials for residence offices recommends that the market has a climbing trend of entrepreneurs and also house based organisations.

Social factors: Social fads in the economy show that customers are seeking benefit along with eye-catching costs. Market research demonstrates how the consumer for Digitalthink Building A Sales Force lacks understanding regarding locating remedies which can offer a mix of comfort and low costs.

Technological factors: Technology plays a vital function in Digitalthink Building A Sales Force's service approach specifically as the company is piloting Modern technology centers which would provide innovation sales and also assistance in the kind of memory upgrades, peripheral setups. (Summary of BUG in appendix 2).

OB Issues and Manifestations.

A number of underlying Organizational Behavior issues can be seen in Digitalthink Building A Sales Force's case as highlighted in this section.

Worries about cultural modification: There is concern concerning a cultural change that would take place as soon as Todd Krasnow leaves from his setting as the Executive Vice President of Advertising with most of the employee already showing discontent over this potential move. This predicted adjustment has actually developed tension in the office which has been combined with the previous tension of preparing the company for a potential merging with Residence Deport.

Demanding Task Atmosphere for Newcomers: There is shortage of personnel that can match the stressful environment of a fast-paced company. Not only does this cause trouble in locating the ideal people, it puts stress on new hires as can not hold up against the speed and also pressure that the company expects them to birth.

Twin Coverage Lines: Beginners discover this organizational society cumbersome and also tough to manage particularly as dotted line partnerships are suggested to be weak in general as well as unbiased setup and efficiency evaluation is still done by the strong line manager. This implies that novices might shed quality regarding their particular roles and also goals specifically as populated line reporting does not keep them in straight communication with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles although it had been guessed that the last would certainly take Krasnow's position came as a strike to her spirits. Lewis might have been qualified and ideal for the job yet the fact that Kransnow's departure would certainly make Coles a direct record to Lewis might have been the factor for Coles' resignation from services.

Concern & Work Insecurity: Worry and also insecurity can be determined as 2 major issues that Lewis would certainly be dealing with particularly as the merger has currently be terminated and also 2 senior executives of the advertising division would be leaving. The whole obligation of the division would certainly be dropping on Lewis's shoulders that would certainly not just be in charge of brining concerning a cultural modification yet would certainly additionally need to prove herself in her brand-new duty.

Inappropriate Management Design of Leader: Lewis's administration design and also its incompatibility with the marketing department's function can also be viewed as an OB obstacle specifically as she has actually been utilized to dealing with problems in the procedures department where personnel are instructed to focus on procedures as well as obtain them right. The advertising department on the other hand can be seen as a team of individuals who are used to being supported by Krasnow that focused a lot more on result than processes.

Interdepartmental Arguments: Interdepartmental differences in between three departments, advertising, merchandizing as well as procedures specifically over the allowance of the marketing mix can be recognized as one more OB concern. Although the advertising division does not share the very same vision as the various other 2 divisions concerning the aloocation of the advertising mix twoards promotions as well as advertsing, the merchandizing and also procedures departments do not concur over the marketing mix allocation among one another either.

Fragmentation in Marketing Division: Disintegration between the advertising and marketing divisions can be identified as another OB problem which can need more interest. The reality that the marketing and advertising areas in the advertising and marketing department are disconnected is stopping both departments from obtaining from each various other's experience as well as experience. Combination of marketing with retailing as well as operations would certainly come to be more difficult if the advertising and marketing department itself is broken down which can be another possible OB concern.

Digitalthink Building A Sales Force Analysis

Various theories have actually been utilized to describe the circumstances to get more quality concerning the circumstance handy.

McGregor's Concept X & Y: According to Douglas McGregor's Theory X, a lot of supervisors think that staffs are passive and also lazy, have little ambition and withstand change. The situation at Digitalthink Building A Sales Force is not entirely adhering to Theory X, it can be seen that brand-new hires are locating this atmosphere instead difficult which might ultimately lead to a better disposition of the management in the direction of Concept X. Also while assessing Lewis's administration design, theory X might have been ideal in the procedures department to some level but the Advertising and marketing division would need dependence on Theory Y in order to get the creativity as well as originality from the teams.

Tuckman's Synergy Concept: As far as Lewis's problem concerning bringing consistency between the advertising and advertising and marketing department is concerned, this would originally lead to conflict as talked about by Bruce Tuckman in his 'Synergy Concept'. By incorporating the advertising and marketing and also marketing department's job, there may be the exact same initial disconnect which could lead to the second stage of 'storming' where the teams test one another.

Bridges' Shift Version: Based On William Bridge's theory (appendix 4), people are fairly unpleasant with change, which is apparent by the circumstance at Digitalthink Building A Sales Force The circumstance can be viewed as a regular training course of life if is studied based on Bridge's theory where he explains that people experience three phases of change when they experience adjustment. 'Ending, losing and Letting go', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals exist with adjustment, they go into phase one therefore there may be emotions like sadness, unpredictability, frustration, rage, anxiety, denial and also disorientation.The circumstance at the advertising department of Digitalthink Building A Sales Force is similar so Lewis can get comfy with the idea that it is not phenomenal behavior. In the 2nd phase, there might be a requirement to link the space between the brand-new as well as old society so Lewis might need to face this challenge once Krasnow leaves. There may be reduced morale and low productivity at this stage which ought to not be taken as a setback. It is throughout this phase that Lewis will have to provide support to the department to make sure that they can discover an orientation. It can be seen just how Krasnow has currently made this change much easier by making Lewis obtain involved in the division a year before his actual departure. According to Bridges' Model, phase 3 will cause visibility to discovering, High power and also commitment as individuals will accept the modification (Bridges, 2004).

Maslow's Requirement pecking order: The OB issue pertaining to insecurity at the work environment has been caused to start with by the change in monitoring as well as secondly by the truth that the merging will certainly no more be launched. Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has discusses the importance of 'security requires as being a reduced level demand of a human for setting off inspiration. As seen in the pyramid cooperated appendix 3, we can see how 'the requirement to feel safe and secure and unharmed' goes to the 2nd degree of demands. Before a staff member can be made to establish psychologically, he requires to have his 'Physiological 'and 'Safety and security' needs fulfilled. This indicates that unless the employees are made to feel secure regarding their present work standing in Digitalthink Building A Sales Force they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Digitalthink Building A Sales Force Case Study

Effects of Analysis.

The OB analysis has actually considered numerous theories to recognize how to manage the current circumstance available. The following three alternatives have been recommended to help Lewis manage the organizational challenges in the advertising division. Each of these choices has been suggested for alleviating the change required to bring the advertising department in line with the needs of the marketplace and also for making the social modification that would certainly follow as soon as the current leader leaves.

Integration of advertising and marketing functions. Separating Adverting and also Production functions. Integration of Marketing with Operations.

Evaluation of Alternatives.

Judith Shapiro that has actually earlier been talked to by Lewis during the earlier merging days has expertise in business-to-business advertising along with agency as well as retail advertising experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to manage both advertising and advertising and marketing functions.

The advantage of this approach is that it will integrate the two functions while minimizing the requirement for employing an added resource for advertising. Along with this, Lewis would be heading the marketing division and in any case her replacement would be needed for the present duty that she is carrying out. The downside of this alternative is that outside hiring might produce animosity from inner employees who might be looking at the setting of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting as well as Manufacturing: Provided the affordable stress and high quality job called for from the advertising agency, it is suggested that Lewis needs to permit the manufacturing unit to be a separate feature from the advertising and marketing device. Given that a lot of advertising and marketing companies had these 2 features as separate systems, it makes more feeling to adhere to the standard.

Combination of Advertising And Marketing with Workflows: Considering that Lewis is currently looking after the advertising as well as operations divisions all at once; it makes good sense to incorporate both features since she has been successfully dealing with both ends. The truth that the two divisions already have significant distinctions over allotment of sources suggests that this integration may be able to produce consistency particularly as Lewis would be heading both ends.However there are numerous downsides of this relocation particularly as it would place too much burden over Lewis's shoulders. The reality that Lewis has to adapt her monitoring design for the marketing department suggests that these 2 divisions would certainly be culturally diverse. In addition to this, Lewis may not have the ability to apply one type of leadership style to both departments which can result in inadequacy in either among both features.


An examination of the three choices suggests that assimilation of advertising and marketing and also procedures would certainly not be a possible step due to the substantial distinctions between the two departments in spite of the reality that currently Lewis is dealing with both. While splitting up of the manufacturing feature might have been a favorable move for the advertising and marketing division, the fact that it would certainly mean positioning a third function under Lewis's wing implies this ought to be prevented.

Action Strategy.

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

Marketing and advertising features would be merged.

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

Manufacturing function will certainly stay component of marketing under advertising feature.

Lewis will separate herself from procedures.

An autonomous management style with staff member empowerment will be used in advertising division.

Open door policy and also emphasis on cross departmental communication will be targeted at removing discord.

Backup plan.

If the combination does not work out as prepared, a backup strategy would follow which would certainly separate the production function from the advertising feature to reduce the load on the SVP of advertising and marketing. In case Judith Shapiro does not obtain worked with, Lewis will certainly be heading the advertising department without an SVP. Because case the manufacturing function will definitely be separated by positioning it under an SVP production.