What Strategy Can Do For Technology Case Study Analysis


Home >> Darden >> What Strategy Can Do For Technology >>

What Strategy Can Do For Technology Case Study Solution

Background and Facts

What Strategy Can Do For Technology an office materials store for little as well as medium sized organisations has just recently been involved in preparing for a merging with its rival Residence Deport, which has affected performance levels in departmentswith the senior supervisor involved in legal issues put forth by the government Trade Payment. With the Advertising and marketing Head advancing the information of his departure from the company in one year, Jeannie Lewis, the present head of operations has actually been asked to take the duty in the future. With challenges in the type of a possible social change and also reduced employee spirits, the company requires a total reengineering initiative at the advertising and marketing department.

Issue Declaration

The possible cultural modification at the advertising division of What Strategy Can Do For Technology is raising unpredictability in the working environment leading to different obstacles for the Jeannie Lewis who would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in influencing calculated choices given that Stapes Inc. had to abandon its plans of merging with Office Deport after the Federal Profession Commission's treatment in the process. Provided the truth that the shop has an international visibility with branches in UK, UNITED STATES, Canada and Germany, political consider each of these countries might be able to affect efficiency or calculated objectives. Federal Trade Commission's antitrust suit against the merger used up beneficial time of the organization's elderly administration suggesting that 'political' factors can have major implications for a global company.

Economic Factors: Economic factors such as the emergence of small companies in the international scenario recommend that What Strategy Can Do For Technology is flourishing in an environment where there is possible growth of companies. Along with this, fact that store clients are mostly trying to find office products for office suggests that the marketplace has a climbing fad of business owners and home services.

Social factors: Social trends in the economy show that customers are searching for convenience as well as eye-catching rates. Market research shows how the client for What Strategy Can Do For Technology lacks understanding regarding locating options which can supply a mix of comfort as well as inexpensive.

Technological factors: Modern technology plays a crucial function in What Strategy Can Do For Technology's company approach particularly as the organization is piloting Technology facilities which would offer innovation sales and also assistance in the form of memory upgrades, peripheral setups. (Summary of PARASITE in appendix 2).

OB Issues and also Symptoms.

A number of underlying Business Actions problems can be seen in What Strategy Can Do For Technology's case as highlighted in this section.

Worries regarding cultural modification: There is apprehension regarding a cultural adjustment that would occur once Todd Krasnow leaves from his placement as the Executive Vice President of Advertising And Marketing with most of the personnel currently revealing unhappiness over this potential action. This anticipated adjustment has actually produced tension in the office which has been paired with the past tension of preparing the company for a possible merging with Home Deport.

Difficult Work Environment for Newcomers: There is shortage of employees that can match the demanding atmosphere of a hectic company. Not only does this result in trouble in discovering the ideal individuals, it places anxiety on brand-new hires as can not stand up to the pace as well as pressure that the organization expects them to birth.

Double Reporting Lines: Beginners locate this business culture cumbersome as well as hard to manage specifically as dotted line connections are suggested to be weak in general as well as unbiased setting as well as performance analysis is still done by the strong line manager. This suggests that newbies might shed quality concerning their corresponding duties and also goals specifically as dotted line reporting does not keep them in direct interaction with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor as opposed to Bridget Coles although it had been speculated that the latter would certainly take Krasnow's placement came as an impact to her morale. Lewis may have been capable and also ideal for the job but the reality that Kransnow's departure would make Coles a straight report to Lewis may have been the factor for Coles' resignation from solutions.

Concern & Task Insecurity: Fear as well as instability can be determined as 2 major problems that Lewis would certainly be handling especially as the merger has actually currently be cancelled and also two senior executives of the marketing department would certainly be leaving. The entire obligation of the division would be dropping on Lewis's shoulders that would certainly not simply supervise of brining about a social change yet would certainly also have to show herself in her brand-new function.

Inappropriate Monitoring Style of Leader: Lewis's administration style and also its conflict with the advertising department's function can also be seen as an OB challenge especially as she has actually been utilized to managing problems in the procedures division where personnel are instructed to concentrate on processes as well as get them. The advertising and marketing division on the various other hand can be seen as a team of individuals who are made use of to being supported by Krasnow who concentrated much more on output than procedures.

Interdepartmental Differences: Interdepartmental arguments between 3 divisions, advertising and marketing, merchandizing and procedures specifically over the appropriation of the marketing mix can be identified as one more OB issue. Although the advertising and marketing department does not share the exact same vision as the various other 2 divisions pertaining to the aloocation of the marketing mix twoards promos and advertsing, the merchandizing and also procedures departments do not concur over the advertising and marketing mix allocation amongst one another either.

Disintegration in Advertising Division: Fragmentation in between the marketing and advertising departments can be recognized as an additional OB problem which could require more focus. The truth that the advertising and marketing sections in the marketing division are disconnected is stopping both divisions from acquiring from each other's experience and also proficiency. Integration of marketing with merchandising and operations would certainly end up being more difficult if the advertising division itself is broken down which can be one more potential OB issue.

What Strategy Can Do For Technology Analysis

Numerous theories have been utilized to explain the situations to obtain further clearness regarding the circumstance at hand.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of managers believe that staffs are passive as well as careless, have little aspiration as well as withstand adjustment. The tough version of this concept highlighted browbeating, limited controls, hazards and also penalties. With time it generates low performance, refined sabotage and also rivalry (Bargain, 2003). Although the scenario at What Strategy Can Do For Technology is not entirely complying with Theory X, it can be seen that new hires are discovering this setting instead demanding which may eventually bring about a higher inclination of the management towards Theory X. As per McGregor's promoted view, which he called Theory Y, the essential job of the administration is to prepare business conditions to ensure that people can attain their own objectives best by routing their efforts in the direction of organizational rewards. If people locate no fulfillment in their work, the monitoring would have little selection however to depend on concept X and also external control (Offer, 2003). Even while analyzing Lewis's administration design, theory X might have been suitable in the operations division to some extent but the Advertising and marketing department would call for reliance on Theory Y in order to get the imagination and also creativity from the teams.

Tuckman's Team effort Theory: As far as Lewis's issue about bringing harmony in between the advertising and marketing as well as advertising department is worried, this would at first lead to conflict as reviewed by Bruce Tuckman in his 'Teamwork Theory'. By integrating the advertising and marketing as well as advertising and marketing department's job, there may be the same preliminary disconnect which could lead to the 2nd stage of 'storming' where the groups test one another.

When people are provided with change, they enter stage one and so there might be feelings like unhappiness, unpredictability, disappointment, temper, anxiety, rejection and disorientation.The circumstance at the advertising and marketing department of What Strategy Can Do For Technology is similar so Lewis can obtain comfy with the idea that it is not amazing habits. It is during this stage that Lewis will certainly have to provide assistance to the department so that they can find a sense of direction. It can be seen how Krasnow has currently made this shift less complicated by making Lewis obtain entailed in the division a year before his actual departure.

Abraham Maslow in his Theory of 'Demands Pecking order' (appendix 5) has reviews the importance of 'safety needs as being a reduced level demand of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the need to feel safe and secure as well as out of danger' is at the second level of needs. Prior to a staff member can be made to establish psychologically, he needs to have his 'Physical 'as well as 'Security' requires satisfied.

SWOT Analysis for What Strategy Can Do For Technology Case Study

Implication of Analysis.

The OB analysis has actually looked at numerous concepts to recognize how to handle the current situation handy. The following 3 choices have been recommended to assist Lewis manage the organizational challenges in the marketing division. Each of these options has actually been recommended for reducing the shift needed to bring the advertising division in accordance with the requirements of the market and for making the social change that would certainly adhere to when the existing leader leaves.

Integration of advertising and marketing functions. Separating Adverting as well as Production functions. Integration of Advertising And Marketing with Operations.

Evaluation of Alternatives.

Combination of Advertising And Marketing & Marketing Functions: The in-house advertising firm of What Strategy Can Do For Technology is already stamina for the organization in regards to conserving up on overheads connected to advertising and marketing and also promotion. Because no brand-new employment has actually been done after Bridget Cole's departure with the coverage line being straight assigned to Krasnow for the advertising feature, this is a desirable possibility for integrating the advertising and marketing functions. Judith Shapiro that has actually earlier been talked to by Lewis during the earlier merger days has experience in business-to-business advertising and marketing in addition to firm and also retail advertising experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to deal with both marketing and advertising features.

The benefit of this approach is that it will certainly integrate the two functions while reducing the need for employing an extra source for advertising. In addition to this, Lewis would certainly be heading the advertising and marketing division and in any case her replacement would be needed for the present function that she is doing. The negative aspect of this option is that external hiring might bring about resentment from interior employees that may be eying the setting of EVP after Lewis takes over Krasnow's position.

Dividing Adverting as well as Manufacturing: Provided the competitive pressures and also high quality work called for from the ad agency, it is advised that Lewis should enable the production unit to be a separate feature from the advertising and marketing unit. Considering that most ad agency had these two functions as separate systems, it makes even more sense to adhere to the standard. Both features might be able to concentrate on their core turns on more efficiently. The drawback of this method would be that additional prices would have to be birthed for setting up different production functions. Along with this, a production head may have to be worked with which could boost expenses for the organization.

Combination of Advertising with Procedures: Because Lewis is currently dealing with the marketing and also operations divisions at the same time; it makes sense to integrate both features considering that she has actually been efficiently caring for both ends. The truth that both departments already have major differences over allotment of resources recommends that this combination might have the ability to cause harmony especially as Lewis would certainly be heading both ends.However there are various downsides of this relocation particularly as it would put too much burden over Lewis's shoulders. The reality that Lewis needs to adapt her monitoring style for the advertising and marketing department recommends that these 2 divisions would be culturally varied. Lewis may not be able to use one kind of management design to both departments which could result in ineffectiveness in either one of the two functions.


An evaluation of the three options suggests that combination of marketing and operations would not be a possible step due to the vast differences in between the two divisions regardless of the reality that presently Lewis is managing both. While separation of the production function might have been a desirable relocation for the advertising division, the reality that it would certainly suggest putting a 3rd function under Lewis's wing implies this must be prevented.

Activity Plan.

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

Advertising and Marketing features would certainly be combined.

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

Manufacturing feature will certainly remain part of advertising under advertising feature.

Lewis will certainly separate herself from operations.

A democratic leadership design with employee empowerment will be made use of in advertising and marketing division.

Open up door policy as well as emphasis on cross department interaction will be targeted at getting rid of disharmony.

Backup plan.

If the integration does not exercise as prepared, a backup strategy would certainly adhere to which would divide the production feature from the advertising function to decrease the load on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will be heading the advertising and marketing department without an SVP. Because case the manufacturing feature will absolutely be separated by putting it under an SVP manufacturing.