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Aerospace Technologies Inc Case Study Solution

Background and Facts

Aerospace Technologies Inc a workplace materials seller for tiny as well as moderate sized companies has actually recently been associated with planning for a merging with its rival Residence Deport, which has actually affected efficiency levels in departmentswith the elderly manager associated with lawful complications presented by the federal Profession Payment. With the Advertising Head advancing the information of his departure from the firm in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the duty in the near future. With obstacles in the form of a potential cultural adjustment and also low employee spirits, the company requires a complete reengineering effort at the advertising division.

Issue Statement
Porter's 5 Forces Analysis
The prospective cultural change at the marketing division of Aerospace Technologies Inc is boosting unpredictability in the workplace resulting in various obstacles for the Jeannie Lewis that would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting tactical choices given that Stapes Inc. needed to abandon its strategies of combining with Office Deport after the Federal Trade Commission's intervention while doing so. Given the truth that the store has a global visibility with branches in UK, USA, Canada and also Germany, political factors in each of these countries might be able to influence efficiency or tactical goals. Federal Profession Compensation's antitrust fit versus the merger occupied valuable time of the company's elderly management suggesting that 'political' factors can have serious ramifications for an international business.

Economic Factors: Economic factors such as the introduction of small companies in the international situation recommend that Aerospace Technologies Inc is growing in a setting where there is possible development of businesses. Reality that store consumers are primarily looking for office products for home workplaces recommends that the market has a climbing trend of business owners as well as home based companies.

Social factors: Social fads in the economic climate reveal that consumers are trying to find benefit as well as attractive prices. Market research demonstrates how the customer for Aerospace Technologies Inc lacks awareness about finding services which can offer a combination of ease and low costs.

Technical factors: Innovation plays an essential duty in Aerospace Technologies Inc's organisation technique specifically as the organization is piloting Technology centers which would use modern technology sales as well as assistance in the type of memory upgrades, outer setups. (Recap of INSECT in appendix 2).

OB Issues and also Manifestations.

Several underlying Organizational Actions concerns can be seen in Aerospace Technologies Inc's case as highlighted in this area.

Uneasiness concerning cultural modification: There is worry concerning a cultural modification that would occur once Todd Krasnow leaves from his setting as the Executive Vice President of Advertising And Marketing with the majority of the personnel already revealing discontent over this potential action. This anticipated modification has actually produced stress in the workplace which has been combined with the previous stress and anxiety of preparing the firm for a possible merging with Residence Deport.
Pest Analysis
Demanding Job Atmosphere for Newcomers: There is scarcity of employees that can match the difficult setting of a hectic company. Not just does this lead to trouble in discovering the appropriate people, it puts anxiety on brand-new hires as can not withstand the pace and also stress that the company expects them to bear.

Double Coverage Lines: Newcomers discover this organizational society cumbersome and difficult to deal with especially as dotted line connections are meant to be weak in general and objective setting and also performance assessment is still done by the solid line manager. This indicates that novices could lose clarity concerning their particular functions as well as purposes specifically as populated line reporting does not keep them in direct interaction with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor rather than Bridget Coles although it had been speculated that the last would certainly take Krasnow's position came as an impact to her spirits. Lewis may have been capable and also proper for the work however the fact that Kransnow's departure would make Coles a straight record to Lewis may have been the factor for Coles' resignation from services.

Concern & Work Instability: Fear and also insecurity can be identified as two significant issues that Lewis would be dealing with specifically as the merging has currently be cancelled as well as 2 senior executives of the marketing division would certainly be leaving. The whole duty of the department would certainly be falling on Lewis's shoulders that would certainly not simply be in charge of brining regarding a social change however would certainly additionally need to prove herself in her new role.

Inappropriate Administration Style of Leader: Lewis's monitoring style and its incompatibility with the marketing department's function can likewise be seen as an OB challenge specifically as she has actually been used to managing problems in the operations division where employees are instructed to concentrate on procedures and also get them. The advertising department on the other hand can be viewed as a team of individuals who are made use of to being supported by Krasnow who focused a lot more on outcome than procedures.

Interdepartmental Disagreements: Interdepartmental arguments between 3 departments, marketing, merchandizing and operations respectively over the allowance of the marketing mix can be identified as one more OB issue. The marketing division does not share the very same vision as the various other two divisions regarding the aloocation of the advertising and marketing mix twoards promotions and advertsing, the merchandizing and also procedures divisions do not concur over the advertising and marketing mix allocation among one another either.

Fragmentation in Marketing Department: Disintegration between the marketing and advertising departments can be determined as an additional OB problem which can need more interest. The reality that the marketing and advertising areas in the advertising division are disconnected is protecting against both departments from getting from each other's experience and expertise. Combination of advertising and marketing with retailing and also procedures would certainly end up being harder if the advertising and marketing division itself is broken down which can be another possible OB concern.

Aerospace Technologies Inc Analysis

Various concepts have been utilized to discuss the circumstances to obtain more clearness concerning the situation at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, many managers believe that staffs are passive and lazy, have little passion and resist adjustment. The scenario at Aerospace Technologies Inc is not entirely adhering to Theory X, it can be seen that brand-new hires are locating this environment instead difficult which might at some point lead to a better disposition of the administration towards Theory X. Also while evaluating Lewis's administration design, theory X may have been suitable in the operations department to some degree but the Advertising and marketing division would certainly need reliance on Concept Y in order to get the creative thinking and also originality from the teams.

Tuckman's Teamwork Theory: As far as Lewis's issue regarding bringing consistency between the advertising and marketing and also advertising and marketing department is worried, this would initially lead to conflict as reviewed by Bruce Tuckman in his 'Synergy Concept'. By incorporating the marketing and also advertising and marketing department's job, there may be the same preliminary disconnect which might lead to the second stage of 'storming' where the teams challenge one another.

When individuals are offered with change, they go into phase one and so there may be feelings like sadness, uncertainty, irritation, temper, fear, rejection as well as disorientation.The circumstance at the advertising and marketing department of Aerospace Technologies Inc is similar so Lewis can get comfortable with the suggestion that it is not amazing habits. It is throughout this phase that Lewis will certainly have to provide guidance to the division so that they can discover a sense of direction. It can be seen how Krasnow has currently made this change less complicated by making Lewis obtain included in the department a year prior to his actual separation.
Vrio Analysis
Maslow's Need power structure: The OB problem related to instability at the workplace has actually been set off first of all by the modification in administration and secondly by the truth that the merger will no longer be initiated. Abraham Maslow in his Theory of 'Requirements Power structure' (appendix 5) has talks about the relevance of 'security requires as being a lower level requirement of a human for triggering inspiration. As seen in the pyramid cooperated appendix 3, we can see how 'the requirement to really feel safe and secure as well as untouched' is at the second level of demands. Before a worker can be made to develop psychologically, he requires to have his 'Physical 'as well as 'Security' needs satisfied. This indicates that unless the personnel are made to really feel safe about their existing employment status in Aerospace Technologies Inc they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Aerospace Technologies Inc Case Study

Implication of Analysis.

The OB analysis has actually considered different concepts to understand how to handle the present circumstance handy. The complying with three choices have actually been proposed to help Lewis deal with the business difficulties in the advertising division. Each of these alternatives has actually been recommended for reducing the transition needed to bring the advertising division according to the demands of the market as well as for making the cultural change that would certainly comply with once the current leader leaves.

Integration of advertising and marketing functions. Separating Adverting and Manufacturing functions. Integration of Advertising And Marketing with Operations.

Analysis of Alternatives.

Combination of Advertising And Marketing & Marketing Functions: The internal advertising and marketing agency of Aerospace Technologies Inc is already strength for the organization in regards to conserving up on overheads related to marketing as well as promotion. Since no brand-new recruitment has been done after Bridget Cole's departure with the reporting line being straight assigned to Krasnow for the advertising and marketing function, this is a positive chance for incorporating the marketing and advertising functions. Judith Shapiro that has actually earlier been talked to by Lewis throughout the earlier merger days has competence in business-to-business advertising and marketing along with firm and retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to take care of both marketing and advertising functions.

The benefit of this approach is that it will certainly integrate the two functions while minimizing the need for hiring an additional resource for advertising. Lewis would be heading the advertising and marketing department and also in any case her substitute would be required for the current duty that she is performing. The drawback of this option is that outside hiring may bring about resentment from interior workers that might be considering the position of EVP after Lewis takes over Krasnow's setting.

Separating Adverting as well as Production: Offered the competitive stress as well as high top quality job called for from the advertising firm, it is recommended that Lewis needs to allow the production unit to be a separate feature from the marketing unit. Because a lot of marketing companies had these two features as different units, it makes even more sense to adhere to the standard.

Combination of Advertising And Marketing with Procedures: Since Lewis is currently taking care of the advertising and marketing as well as operations departments all at once; it makes sense to integrate the two features since she has actually been successfully dealing with both ends. The fact that the two departments already have major distinctions over allocation of resources recommends that this assimilation may have the ability to bring about harmony particularly as Lewis would be heading both ends.However there are various downsides of this step especially as it would certainly place too much concern over Lewis's shoulders. The fact that Lewis needs to adapt her monitoring design for the advertising and marketing division suggests that these two divisions would certainly be culturally diverse. Along with this, Lewis may not be able to apply one type of leadership design to both departments which could cause ineffectiveness in either one of the two features.


An evaluation of the three choices suggests that integration of advertising and marketing as well as operations would not be a viable relocation because of the huge differences between both divisions despite the fact that presently Lewis is managing both. While separation of the production function might have been a beneficial step for the advertising division, the fact that it would certainly suggest putting a 3rd function under Lewis's wing indicates this should be stayed clear of. The integration of the marketing department is the best alternative in terms of obtaining the ideal results from the division. An action plan for this alternative is discussed below.

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

Marketing and advertising functions would certainly be merged.

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

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

Lewis will certainly divide herself from operations.

An autonomous leadership design with staff member empowerment will be utilized in advertising division.

Open up door plan and also emphasis on cross department interaction will certainly be aimed at eliminating disharmony.

Backup strategy.

If the assimilation does not exercise as planned, a backup plan would certainly adhere to which would divide the manufacturing function from the marketing feature to lower the load on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will be heading the advertising division without an SVP. In that case the manufacturing function will absolutely be divided by positioning it under an SVP production.