New Product Development Map Case Study Solution


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New Product Development Map Case Study Analysis

Background and Facts

New Product Development Map an office supplies store for tiny and also average sized companies has lately been involved in planning for a merger with its competitor Home Deport, which has actually influenced efficiency degrees in departmentswith the senior manager involved in lawful difficulties presented by the government Trade Compensation. With the Advertising Head advancing the information of his separation from the business 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 type of a prospective social modification and also low staff member morale, the company is in need of a full reengineering initiative at the marketing division.

Issue Declaration

The prospective cultural adjustment at the advertising and marketing division of New Product Development Map is raising uncertainty in the workplace causing different obstacles for the Jeannie Lewis that would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in influencing critical choices considering that Stapes Inc. had to desert its plans of merging with Office Deport after the Federal Profession Payment's treatment at the same time. Given the reality that the store has a global existence with branches in UK, U.S.A., Canada and Germany, political factors in each of these countries might be able to influence performance or tactical objectives. Federal Trade Payment's antitrust suit versus the merging used up valuable time of the company's senior administration recommending that 'political' factors can have significant effects for a worldwide organisation.

Economic Factors: Economic factors such as the introduction of small companies in the global circumstance recommend that New Product Development Map is prospering in an environment where there is prospective development of businesses. Along with this, truth that shop consumers are primarily searching for workplace products for home offices recommends that the market has an increasing trend of entrepreneurs and also home based organisations.

Social factors: Social trends in the economic situation show that consumers are looking for ease in addition to appealing costs. Market research shows how the customer for New Product Development Map does not have understanding about locating remedies which can offer a combination of benefit as well as low costs.

Technical factors: Innovation plays a vital duty in New Product Development Map's service technique particularly as the company is piloting Technology facilities which would offer innovation sales and assistance in the form of memory upgrades, peripheral setups. (Recap of PEST in appendix 2).

OB Issues and Manifestations.

Several underlying Organizational Behavior concerns can be seen in New Product Development Map's case as highlighted in this section.

Concerns regarding cultural adjustment: There is uneasiness about a cultural adjustment that would occur as soon as Todd Krasnow leaves from his position as the Executive Vice President of Marketing with the majority of the employee currently showing unhappiness over this prospective relocation. This predicted change has developed stress and anxiety in the workplace which has been coupled with the past anxiety of preparing the company for a potential merging with House Deport.

Stressful Work Environment for Newcomers: There is shortage of personnel that can match the demanding atmosphere of a fast-paced company. Not just does this result in trouble in locating the best individuals, it places stress on brand-new hires as can not endure the rate and pressure that the company expects them to birth.

Double Reporting Lines: Novices find this business society troublesome and challenging to deal with specifically as dotted line relationships are meant to be weak generally as well as objective setting as well as performance evaluation is still done by the solid line supervisor. This indicates that newbies might shed clarity about their corresponding roles and purposes specifically as populated line coverage does not keep them in straight communication with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles even though it had been hypothesized that the latter would certainly take Krasnow's position came as an impact to her morale. Lewis may have been qualified as well as suitable for the task however the fact that Kransnow's departure would make Coles a straight record to Lewis may have been the factor for Coles' resignation from solutions.

Worry & Work Insecurity: Concern and instability can be determined as two significant issues that Lewis would be managing particularly as the merging has actually currently be cancelled and 2 senior execs of the advertising department would be leaving. The whole obligation of the division would be dropping on Lewis's shoulders who would not just be in charge of brining regarding a social adjustment yet would also have to confirm herself in her brand-new role.

Inappropriate Monitoring Style of Leader: Lewis's monitoring style as well as its incompatibility with the advertising department's duty can likewise be seen as an OB difficulty specifically as she has been used to managing concerns in the operations division where personnel are shown to focus on processes and obtain them. The marketing department on the other hand can be seen as a group of individuals that are used to being nurtured by Krasnow who focused a lot more on outcome than processes.

Interdepartmental Arguments: Interdepartmental disagreements between three divisions, advertising, merchandizing and also procedures respectively over the allotment of the advertising mix can be determined as another OB problem. The advertising division does not share the very same vision as the other two departments concerning the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing as well as procedures divisions do not concur over the advertising mix allocation amongst one an additional either.

Fragmentation in Advertising Department: Disintegration between the marketing and advertising divisions can be identified as an additional OB issue which could need additional attention. The fact that the marketing and advertising areas in the advertising division are disconnected is preventing both divisions from acquiring from each other's experience and also proficiency. Assimilation of advertising with merchandising as well as operations would certainly become more difficult if the advertising and marketing department itself is broken down which can be an additional prospective OB problem.

New Product Development Map Analysis

Various concepts have been used to explain the circumstances to obtain more clearness concerning the situation handy.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many supervisors think that staffs are easy and lazy, have little passion and also resist adjustment. The situation at New Product Development Map is not totally complying with Concept X, it can be seen that new hires are finding this environment instead difficult which might ultimately lead to a higher inclination of the monitoring in the direction of Concept X. Even while examining Lewis's management design, concept X may have been suitable in the procedures division to some extent however the Advertising division would require reliance on Concept Y in order to obtain the creative thinking and creativity from the teams.

Tuckman's Team effort Concept: As far as Lewis's worry regarding bringing harmony between the advertising and advertising and marketing department is concerned, this would originally lead to clash as discussed by Bruce Tuckman in his 'Synergy Concept'. By combining the marketing and advertising and marketing division's work, there may be the exact same first separate which might lead to the second phase of 'storming' where the groups challenge one another.

When individuals are presented with adjustment, they go into stage one and also so there might be emotions like unhappiness, uncertainty, stress, anger, worry, rejection as well as disorientation.The scenario at the marketing division of New Product Development Map is comparable so Lewis can obtain comfortable with the idea that it is not phenomenal habits. It is throughout this stage that Lewis will have to provide guidance to the division so that they can find a feeling of instructions. It can be seen just how Krasnow has actually already made this shift much easier by making Lewis obtain included in the department a year prior to his real departure.

Maslow's Need pecking order: The OB concern pertaining to insecurity at the work environment has been triggered first of all by the adjustment in management and also second of all by the reality that the merger will no longer be started. Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has goes over the relevance of 'safety requires as being a reduced degree demand of a human for activating inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the need to feel protected and also untouched' is at the second level of requirements. Before a staff member can be made to establish psychologically, he requires to have his 'Physiological 'and 'Safety and security' requires fulfilled. This shows that unless the personnel are made to feel protected concerning their existing employment standing in New Product Development Map they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for New Product Development Map Case Study

Ramification of Analysis.

The OB analysis has looked at different concepts to comprehend exactly how to manage the current circumstance at hand. The adhering to 3 choices have been recommended to assist Lewis handle the organizational challenges in the advertising department. Each of these choices has actually been suggested for reducing the transition required to bring the marketing division in line with the needs of the market and for making the social adjustment that would follow as soon as the present leader leaves.

Assimilation of advertising and marketing features. Dividing Adverting and also Manufacturing functions. Integration of Advertising with Operations.

Examination of Alternatives.

Combination of Advertising & Marketing Functions: The in-house advertising company of New Product Development Map is currently stamina for the company in regards to saving up on expenses associated with advertising and marketing and also promo. Since no brand-new employment has been done after Bridget Cole's departure with the coverage line being directly assigned to Krasnow for the advertising function, this is a beneficial chance for integrating the advertising and marketing functions. Judith Shapiro that has actually earlier been spoken with by Lewis during the earlier merging days has know-how in business-to-business advertising and marketing together with agency and retail advertising experience. Once Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to manage both advertising and marketing features.

The benefit of this method is that it will incorporate both functions while reducing the need for hiring an additional resource for advertising and marketing. Lewis would be heading the advertising division and also in any case her substitute would be needed for the existing function that she is performing. The disadvantage of this alternative is that exterior hiring might produce resentment from interior employees that may be eying the placement of EVP after Lewis takes control of Krasnow's placement.

Dividing Adverting and also Manufacturing: Provided the competitive pressures and also high quality work called for from the advertising company, it is recommended that Lewis must allow the production system to be a different feature from the advertising device. Given that a lot of marketing agencies had these 2 features as different devices, it makes even more feeling to follow the norm.

Assimilation of Marketing with Operations: Given that Lewis is currently caring for the marketing and operations divisions all at once; it makes sense to incorporate both functions considering that she has been successfully taking care of both ends. The reality that both divisions already have major differences over appropriation of resources suggests that this assimilation may be able to produce harmony particularly as Lewis would be heading both ends.However there are different disadvantages of this relocation especially as it would certainly put excessive burden over Lewis's shoulders. The fact that Lewis needs to adapt her administration design for the marketing division suggests that these two departments would certainly be culturally diverse. Along with this, Lewis might not be able to use one sort of leadership design to both divisions which could lead to ineffectiveness in either among the two functions.


An examination of the 3 choices shows that integration of advertising and marketing and also procedures would certainly not be a practical move due to the huge distinctions in between both divisions despite the fact that presently Lewis is dealing with both. While separation of the production function may have been a beneficial relocation for the marketing department, the truth that it would imply putting a 3rd function under Lewis's wing suggests this must be stayed clear of. The integration of the marketing department is the very best choice in regards to getting the ideal results from the department. An action plan for this alternative is talked about below.

Action Plan.

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 worked with to take Lewis's place as SVP of marketing and advertising.

Production feature will certainly stay component of marketing under advertising and marketing feature.

Lewis will separate herself from operations.

A democratic leadership design with employee empowerment will certainly be utilized in advertising department.

Open up door policy and emphasis on cross department communication will certainly be aimed at getting rid of dissonance.

Contingency plan.

If the assimilation does not work out as planned, a backup strategy would certainly adhere to which would certainly separate the production function from the advertising function to decrease the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will certainly be heading the marketing division without an SVP. Because case the manufacturing feature will definitely be separated by placing it under an SVP production.