Alfred Brooks Menswear Limited Case Study Solution


Home >> Harvard >> Alfred Brooks Menswear Limited >>

Alfred Brooks Menswear Limited Case Study Solution

Background and Facts

Alfred Brooks Menswear Limited an office supplies store for tiny and also moderate sized organisations has just recently been involved in planning for a merger with its competitor House Deport, which has actually impacted effectiveness degrees in departmentswith the elderly supervisor involved in lawful difficulties presented by the government Profession Commission. With the Advertising Head putting forward the information of his separation from the company in one year, Jeannie Lewis, the current head of procedures has been asked to take the duty in the future. With obstacles in the kind of a potential cultural modification as well as low worker spirits, the organization requires a complete reengineering effort at the advertising department.

Trouble Statement
Porter's 5 Forces Analysis
The prospective cultural adjustment at the advertising division of Alfred Brooks Menswear Limited is boosting unpredictability in the workplace leading to numerous obstacles for the Jeannie Lewis who would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in affecting calculated decisions given that Stapes Inc. needed to desert its strategies of combining with Office Deport after the Federal Trade Commission's treatment at the same time. Offered the truth that the shop has a global presence with branches in UK, USA, Canada and Germany, political factors in each of these nations may have the ability to affect performance or tactical objectives. Federal Profession Compensation's antitrust suit against the merging occupied useful time of the organization's elderly management suggesting that 'political' factors can have severe ramifications for a global service.

Economic Factors: Financial factors such as the introduction of local business in the global circumstance recommend that Alfred Brooks Menswear Limited is prospering in an environment where there is potential development of services. In addition to this, reality that shop customers are mainly seeking office materials for home offices suggests that the marketplace has a climbing fad of entrepreneurs and home services.

Social factors: Social fads in the economy show that clients are searching for benefit in addition to eye-catching prices. Market research demonstrates how the client for Alfred Brooks Menswear Limited lacks understanding about finding options which can use a combination of comfort and inexpensive.

Technological factors: Technology plays an essential function in Alfred Brooks Menswear Limited's service approach specifically as the company is piloting Innovation centers which would certainly offer technology sales and also support in the form of memory upgrades, outer installations. (Recap of BUG in appendix 2).

OB Issues as well as Effects.

Several underlying Organizational Behavior issues can be seen in Alfred Brooks Menswear Limited's case as highlighted in this area.

Worries regarding cultural change: There is uneasiness concerning a cultural modification that would happen when Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Advertising And Marketing with a lot of the employee currently showing unhappiness over this potential step. This anticipated change has produced anxiety in the workplace which has been combined with the previous stress and anxiety of preparing the company for a possible merging with House Deport.
Pest Analysis
Difficult Task Environment for Newcomers: There is shortage of employees that can match the stressful atmosphere of a hectic organization. Not just does this result in problem in locating the appropriate people, it places stress and anxiety on new hires as can not stand up to the pace as well as pressure that the company anticipates them to bear.

Double Reporting Lines: Newbies locate this business society troublesome as well as difficult to handle particularly as populated line partnerships are suggested to be weak in general and objective setup and also performance evaluation is still done by the solid line supervisor. This suggests that newbies might shed clearness regarding their corresponding roles as well as objectives specifically as populated line reporting does not keep them in direct interaction with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles even though it had actually been guessed that the latter would certainly take Krasnow's placement came as a strike to her morale. Lewis may have been capable as well as appropriate for the job yet the reality that Kransnow's separation would make Coles a straight record to Lewis might have been the reason for Coles' resignation from solutions.

Fear & Job Insecurity: Anxiety and insecurity can be recognized as 2 significant worries that Lewis would be managing specifically as the merger has actually now be terminated and also two senior execs of the advertising and marketing department would be leaving. The whole duty of the division would be falling on Lewis's shoulders that would certainly not simply be in charge of brining about a cultural change however would additionally need to prove herself in her brand-new role.

Incompatible Monitoring Design of Leader: Lewis's administration style and also its conflict with the advertising and marketing division's function can also be seen as an OB challenge particularly as she has been used to dealing with concerns in the operations department where workers are instructed to concentrate on processes as well as get them right. The advertising and marketing division on the various other hand can be seen as a team of individuals that are utilized to being nurtured by Krasnow that focused more on result than processes.

Interdepartmental Arguments: Interdepartmental disputes in between 3 divisions, advertising and marketing, merchandizing as well as procedures respectively over the allotment of the marketing mix can be recognized as another OB worry. Although the advertising division does not share the very same vision as the other 2 departments pertaining to the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing and also procedures departments do not agree over the marketing mix allotment amongst each other either.

Disintegration in Marketing Department: Disintegration between the marketing and advertising departments can be determined as one more OB concern which can need more attention. The truth that the advertising and marketing areas in the advertising division are detached is stopping both departments from getting from each various other's experience and also experience. Combination of advertising with merchandising and also procedures would certainly end up being more difficult if the marketing department itself is degenerated which can be an additional prospective OB concern.

Alfred Brooks Menswear Limited Analysis

Different theories have been utilized to explain the scenarios to obtain further clearness concerning the circumstance at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, many supervisors think that staffs are passive as well as lazy, have little aspiration as well as resist change. The tough version of this concept emphasized threat, limited controls, hazards and penalties. Gradually it creates low efficiency, refined sabotage as well as competition (Deal, 2003). The circumstance at Alfred Brooks Menswear Limited is not completely following Theory X, it can be seen that brand-new hires are discovering this setting rather difficult which might ultimately lead to a higher inclination of the management in the direction of Concept X. As per McGregor's supported sight, which he called Concept Y, the essential task of the monitoring is to arrange organizational problems to make sure that people can attain their very own objectives best by guiding their efforts towards organizational rewards. If individuals locate no fulfillment in their work, the management would have little option however to rely upon theory X and exterior control (Offer, 2003). Even while assessing Lewis's management design, theory X might have been suitable in the procedures division somewhat however the Advertising and marketing department would need reliance on Theory Y so as to get the imagination and originality from the groups.

Tuckman's Team effort Theory: As far as Lewis's problem concerning bringing consistency in between the marketing and advertising and marketing department is concerned, this would initially lead to contrast as discussed by Bruce Tuckman in his 'Synergy Concept'. By integrating the marketing and also advertising department's job, there may be the same initial separate which can lead to the 2nd stage of 'storming' where the teams test one another.

When people are presented with adjustment, they get in stage one and so there might be emotions like unhappiness, uncertainty, frustration, anger, concern, rejection and also disorientation.The circumstance at the advertising and marketing department of Alfred Brooks Menswear Limited is similar so Lewis can get comfortable with the concept that it is not phenomenal actions. It is during this stage that Lewis will have to provide advice to the department so that they can locate a feeling of direction. It can be seen exactly how Krasnow has already made this shift simpler by making Lewis get included in the department a year prior to his actual separation.
Vrio Analysis
Maslow's Demand pecking order: The OB concern pertaining to instability at the work environment has been caused to start with by the change in administration and also second of all by the fact that the merging will no longer be started. Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has discusses the importance of 'safety and security needs as being a lower level need of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see how 'the need to really feel safe and out of danger' goes to the 2nd degree of needs. Prior to a staff member can be made to establish psychologically, he needs to have his 'Physiological 'as well as 'Safety' requires fulfilled. This indicates that unless the workers are made to really feel protected about their existing employment status in Alfred Brooks Menswear Limited they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Alfred Brooks Menswear Limited Case Study

Implication of Analysis.

The OB analysis has considered different theories to recognize how to handle the existing circumstance at hand. The adhering to 3 choices have been suggested to aid Lewis deal with the business challenges in the marketing department. Each of these alternatives has actually been proposed for easing the shift needed to bring the advertising division according to the requirements of the marketplace and also for making the cultural modification that would follow when the current leader leaves.

Integration of advertising and marketing features. Dividing Adverting as well as Manufacturing functions. Integration of Advertising with Procedures.

Assessment of Alternatives.

Integration of Advertising & Marketing Functions: The in-house advertising and marketing agency of Alfred Brooks Menswear Limited is currently toughness for the company in terms of conserving up on overheads connected to advertising and promo. Since no new recruitment has actually been done after Bridget Cole's departure with the coverage line being directly designated to Krasnow for the marketing feature, this is a positive opportunity for integrating the marketing and advertising functions. Judith Shapiro who has earlier been spoken with by Lewis during the earlier merger days has knowledge in business-to-business advertising along with agency as well as retail advertising experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to handle both advertising and marketing functions.

The benefit of this strategy is that it will integrate the two features while minimizing the demand for working with an additional resource for marketing. Lewis would be heading the advertising and marketing department and also in any type of case her replacement would be needed for the present duty that she is carrying out. The disadvantage of this option is that external hiring might bring about animosity from internal workers who may be considering the placement of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and Production: Offered the affordable pressures and also high quality work needed from the advertising firm, it is advised that Lewis needs to enable the production system to be a different function from the marketing system. Considering that many advertising and marketing companies had these 2 functions as different systems, it makes even more feeling to adhere to the standard.

Integration of Advertising with Operations: Considering that Lewis is already looking after the advertising and operations divisions concurrently; it makes sense to integrate both features because she has been successfully taking care of both ends. The reality that both divisions already have major differences over allocation of resources recommends that this integration may be able to produce harmony especially as Lewis would be heading both ends.However there are numerous drawbacks of this step particularly as it would put way too much problem over Lewis's shoulders. The reality that Lewis has to adjust her monitoring design for the marketing division recommends that these two departments would certainly be culturally varied. Along with this, Lewis may not have the ability to use one type of management style to both divisions which could lead to inadequacy in either among the two functions.


An analysis of the three options indicates that integration of advertising and operations would certainly not be a practical step due to the substantial distinctions between the 2 divisions regardless of the fact that currently Lewis is managing both. While splitting up of the production function may have been a positive step for the advertising and marketing division, the reality that it would certainly suggest positioning a 3rd function under Lewis's wing indicates this should be stayed clear of.

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

Advertising and Marketing features would be combined.

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

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

Lewis will separate herself from operations.

A democratic leadership design with staff member empowerment will certainly be used in advertising department.

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

Contingency strategy.

If the integration does not exercise as planned, a backup strategy would certainly follow which would certainly separate the production feature from the marketing feature to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing function will definitely be divided by putting it under an SVP production.