Alphatec Electronics Pcl Case Study Help


Home >> Harvard >> Alphatec Electronics Pcl >>

Alphatec Electronics Pcl Case Study Solution

Background and Facts

Alphatec Electronics Pcl an office products seller for little as well as moderate sized companies has recently been involved in planning for a merger with its rival Residence Deport, which has actually impacted performance degrees in departmentswith the senior supervisor involved in lawful complications presented by the federal Trade Commission. With the Advertising Head putting forward the information of his separation from the company in one year, Jeannie Lewis, the current head of operations has actually been asked to take the function in the future. With difficulties in the kind of a prospective social adjustment and also low worker morale, the company wants a complete reengineering initiative at the marketing division.

Problem Statement
Porter's 5 Forces Analysis
The possible social change at the marketing division of Alphatec Electronics Pcl is increasing unpredictability in the working environment bring about numerous challenges for the Jeannie Lewis who would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in affecting critical choices since Stapes Inc. needed to abandon its strategies of merging with Office Deport after the Federal Trade Commission's treatment in the process. Provided the truth that the store has a global visibility with branches in UK, USA, Canada and Germany, political consider each of these nations might have the ability to impact efficiency or critical objectives. Federal Trade Commission's antitrust suit versus the merging occupied important time of the company's elderly management recommending that 'political' factors can have major implications for a worldwide business.

Economic Factors: Financial factors such as the appearance of small businesses in the worldwide situation recommend that Alphatec Electronics Pcl is thriving in an atmosphere where there is possible growth of organisations. Along with this, reality that shop clients are primarily trying to find office supplies for home offices suggests that the market has a climbing fad of entrepreneurs as well as online businesses.

Social factors: Social patterns in the economy reveal that clients are looking for convenience in addition to appealing prices. Market research shows how the client for Alphatec Electronics Pcl lacks understanding regarding discovering services which can offer a mix of ease and also affordable.

Technical factors: Innovation plays an essential duty in Alphatec Electronics Pcl's business strategy especially as the organization is piloting Innovation centers which would provide modern technology sales and also assistance in the form of memory upgrades, peripheral setups. (Recap of BUG in appendix 2).

OB Issues and also Symptoms.

A number of underlying Business Behavior issues can be seen in Alphatec Electronics Pcl's case as highlighted in this area.

Concerns about social change: There is apprehension regarding a social adjustment that would occur as soon as Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Marketing with the majority of the team member already showing unhappiness over this possible action. This expected modification has created anxiety in the office which has actually been paired with the previous tension of preparing the firm for a potential merging with House Deport.
Pest Analysis
Difficult Job Environment for Newcomers: There is lack of personnel that can match the difficult atmosphere of a fast-paced organization. Not only does this bring about trouble in finding the ideal individuals, it puts stress on new hires as can not withstand the pace and also pressure that the company anticipates them to bear.

Twin Coverage Lines: Newcomers find this business culture difficult and also tough to deal with particularly as dotted line partnerships are indicated to be weaker generally and also objective setting and also performance evaluation is still done by the strong line manager. This suggests that beginners might shed clearness regarding their respective roles and also goals especially as populated line reporting does not maintain them in direct interaction with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower instead of Bridget Coles although it had actually been guessed that the latter would certainly take Krasnow's placement came as a strike to her morale. Lewis might have been qualified as well as suitable for the task however the reality that Kransnow's departure would certainly make Coles a direct record to Lewis may have been the reason for Coles' resignation from solutions.

Anxiety & Task Instability: Anxiety as well as instability can be recognized as 2 significant issues that Lewis would certainly be taking care of especially as the merging has now be cancelled and 2 elderly executives of the advertising division would certainly be leaving. The entire responsibility of the department would be dropping on Lewis's shoulders that would not just supervise of brining about a social change but would certainly additionally have to verify herself in her new duty.

Incompatible Administration Style of Leader: Lewis's monitoring design and its conflict with the advertising and marketing department's duty can likewise be seen as an OB obstacle especially as she has been used to taking care of concerns in the procedures division where employees are educated to concentrate on procedures and also obtain them. The advertising division on the various other hand can be seen as a group of individuals who are made use of to being nurtured by Krasnow that concentrated much more on outcome than procedures.

Interdepartmental Arguments: Interdepartmental disputes in between 3 divisions, advertising, merchandizing and procedures respectively over the appropriation of the advertising mix can be recognized as one more OB worry. Although the marketing department does not share the exact same vision as the other two divisions regarding the aloocation of the marketing mix twoards promotions as well as advertsing, the merchandizing and operations divisions do not agree over the marketing mix appropriation amongst each other either.

Disintegration in Advertising Division: Fragmentation in between the marketing and advertising divisions can be recognized as another OB issue which could need more attention. The reality that the marketing and advertising areas in the advertising and marketing department are detached is stopping both departments from gaining from each other's experience as well as experience. Combination of advertising and marketing with retailing and procedures would become harder if the advertising division itself is degenerated which can be one more prospective OB problem.

Alphatec Electronics Pcl Analysis

Various theories have been used to describe the situations to obtain additional clearness regarding the situation available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of managers believe that staffs are passive and lazy, have little passion as well as withstand change. The scenario at Alphatec Electronics Pcl is not totally adhering to Theory X, it can be seen that brand-new hires are finding this atmosphere rather demanding which may at some point lead to a higher inclination of the monitoring towards Concept X. Also while examining Lewis's management style, concept X may have been ideal in the operations department to some extent yet the Marketing division would certainly call for dependence on Concept Y in order to obtain the creative thinking and also originality from the teams.

Tuckman's Teamwork Theory: As for Lewis's worry regarding bringing harmony between the advertising and marketing division is worried, this would at first result in conflict as reviewed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). As per Tuckman's theory displayed in appendix 3, during the initial phase of team development, individuals may not bond, as they are hectic discovering their place in the group. By integrating the advertising and marketing department's job, there may be the same preliminary disconnect which could bring about the second phase of 'storming' where the groups test one another. It is just during the 3rd phase or 'norming' when they would come with each other to share ideas prior to the team can bring around synergy in the 4th stage 'performing'.

Bridges' Change Model: According To William Bridge's theory (appendix 4), individuals are rather unpleasant with adjustment, which is apparent by the scenario at Alphatec Electronics Pcl The circumstance can be seen as a regular program of life if is researched as per Bridge's theory where he describes that individuals undergo three phases of shift when they experience change. 'Closing, shedding and Releasing', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When people are presented with change, they go into stage one and so there may be feelings like despair, unpredictability, aggravation, rage, fear, denial as well as disorientation.The scenario at the advertising department of Alphatec Electronics Pcl is comparable so Lewis can get comfortable with the concept that it is not remarkable actions. In the 2nd phase, there might be a demand to bridge the void in between the new and old society so Lewis may have to face this challenge once Krasnow leaves. There might be reduced morale as well as reduced productivity at this phase which must not be taken as a setback. It is during this phase that Lewis will certainly need to offer advice to the division to make sure that they can discover an orientation. It can be seen exactly how Krasnow has currently made this shift simpler by making Lewis get associated with the department a year prior to his real separation. According to Bridges' Design, stage 3 will certainly cause openness to discovering, High power and commitment as people will accept the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Needs Pecking order' (appendix 5) has reviews the value of 'safety requires as being a lower degree demand of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to really feel safe and secure and out of danger' is at the 2nd level of needs. Before a worker can be made to create psychologically, he needs to have his 'Physical 'and 'Security' requires fulfilled.

SWOT Analysis for Alphatec Electronics Pcl Case Study

Effects of Analysis.

The OB analysis has actually looked at numerous theories to understand just how to manage the present circumstance at hand. The following three options have been proposed to help Lewis deal with the organizational difficulties in the marketing division. Each of these alternatives has been suggested for easing the change needed to bring the advertising department according to the requirements of the marketplace and also for making the cultural change that would certainly adhere to once the present leader leaves.

Assimilation of advertising and marketing functions. Separating Adverting and Manufacturing features. Combination of Marketing with Procedures.

Evaluation of Alternatives.

Integration of Marketing & Marketing Functions: The in-house advertising company of Alphatec Electronics Pcl is currently strength for the company in regards to saving up on overheads connected to advertising and marketing as well as promo. Considering that no new recruitment has been done after Bridget Cole's departure with the coverage line being straight appointed to Krasnow for the advertising function, this is a beneficial chance for integrating the marketing and advertising functions. Judith Shapiro that has earlier been interviewed by Lewis throughout the earlier merging days has knowledge in business-to-business advertising and marketing in addition to firm as well as retail marketing experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to manage both advertising and marketing features.

The benefit of this technique is that it will incorporate the two features while decreasing the need for employing an added resource for advertising and marketing. Lewis would certainly be heading the marketing division and in any type of case her replacement would certainly be needed for the present role that she is carrying out. The drawback of this option is that external hiring might produce resentment from internal workers who might be looking at the placement of EVP after Lewis takes over Krasnow's placement.

Separating Adverting and also Manufacturing: Given the affordable pressures and also premium quality work required from the advertising agency, it is suggested that Lewis must allow the production system to be a different feature from the advertising and marketing device. Given that the majority of ad agency had these two features as separate systems, it makes more feeling to follow the norm. Along with this, both features might be able to concentrate on their core triggers much more successfully. The negative aspect of this approach would be that extra prices would certainly have to be borne for establishing up separate manufacturing functions. In addition to this, a manufacturing head may have to be hired which can enhance expenses for the organization.

Integration of Advertising with Operations: Because Lewis is already dealing with the advertising and marketing and operations departments at the same time; it makes sense to integrate the two functions considering that she has been effectively caring for both ends. The fact that both departments currently have significant differences over allocation of resources recommends that this assimilation may be able to bring about harmony specifically as Lewis would certainly be heading both ends.However there are different negative aspects of this action especially as it would put way too much problem over Lewis's shoulders. The truth that Lewis has to adapt her management style for the advertising department recommends that these two departments would be culturally varied. Along with this, Lewis may not have the ability to apply one kind of leadership style to both departments which can lead to ineffectiveness in either one of both features.


An examination of the 3 choices shows that combination of marketing and operations would certainly not be a practical step as a result of the large differences between both departments despite the fact that currently Lewis is managing both. While splitting up of the production feature might have been a beneficial step for the advertising department, the reality that it would mean positioning a 3rd function under Lewis's wing implies this should be stayed clear of. The combination of the marketing division is the very best option in terms of getting the ideal arise from the department. An activity plan for this choice is discussed listed below.

Action Plan.
Lewis will certainly take control of the role of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be combined.

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

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

Lewis will certainly separate herself from operations.

A democratic management style with worker empowerment will certainly be used in advertising and marketing division.

Open up door plan and emphasis on cross departmental communication will be focused on getting rid of dissonance.

Backup strategy.

If the combination does not exercise as intended, a backup strategy would adhere to which would divide the manufacturing feature from the advertising and marketing function to decrease the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will be heading the advertising department without an SVP. In that case the manufacturing function will absolutely be separated by placing it under an SVP production.