Aravind Eye Care System Providing Total Eye Care To The Rural Population Case Study Solution


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Aravind Eye Care System Providing Total Eye Care To The Rural Population Case Study Solution

Background and Facts

Aravind Eye Care System Providing Total Eye Care To The Rural Population a workplace materials merchant for small and also medium sized services has actually just recently been involved in planning for a merging with its competitor Home Deport, which has actually influenced performance degrees in departmentswith the senior supervisor involved in lawful issues put forth by the government Trade Payment. With the Marketing Head advancing the news of his separation from the firm in one year, Jeannie Lewis, the existing head of operations has been asked to take the role in the near future. With obstacles in the kind of a possible cultural modification and also reduced staff member spirits, the organization requires a total reengineering effort at the advertising and marketing division.

Trouble Statement
Porter's 5 Forces Analysis
The possible cultural change at the advertising and marketing department of Aravind Eye Care System Providing Total Eye Care To The Rural Population is enhancing uncertainty in the workplace resulting in various challenges for the Jeannie Lewis that would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in affecting tactical choices because Stapes Inc. needed to desert its plans of merging with Office Deport after the Federal Trade Payment's treatment in the process. Given the truth that the shop has a global existence with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these nations may have the ability to impact efficiency or tactical objectives. Federal Profession Compensation's antitrust match versus the merger took up important time of the organization's elderly administration suggesting that 'political' factors can have major implications for a worldwide service.

Economic Factors: Economic factors such as the emergence of small businesses in the global circumstance recommend that Aravind Eye Care System Providing Total Eye Care To The Rural Population is prospering in an atmosphere where there is possible growth of organisations. Fact that store clients are primarily looking for office products for house workplaces suggests that the market has a rising trend of business owners and house based businesses.

Social factors: Social trends in the economic situation show that customers are trying to find comfort as well as attractive rates. Market research shows how the consumer for Aravind Eye Care System Providing Total Eye Care To The Rural Population does not have recognition regarding locating remedies which can supply a combination of ease as well as inexpensive.

Technical factors: Modern technology plays an important duty in Aravind Eye Care System Providing Total Eye Care To The Rural Population's company strategy especially as the company is piloting Modern technology facilities which would certainly offer technology sales and support in the form of memory upgrades, outer installments. (Summary of INSECT in appendix 2).

OB Issues as well as Effects.

A number of underlying Organizational Actions issues can be seen in Aravind Eye Care System Providing Total Eye Care To The Rural Population's case as highlighted in this area.

Worries about social adjustment: There is uneasiness regarding a cultural modification that would take place when Todd Krasnow leaves from his position as the Exec Vice Head Of State of Marketing with most of the team member already revealing unhappiness over this possible relocation. This anticipated adjustment has actually produced stress in the office which has been paired with the past anxiety of preparing the firm for a prospective merger with House Deport.
Pest Analysis
Difficult Work Setting for Newcomers: There is shortage of workers that can match the demanding setting of a hectic organization. Not only does this lead to difficulty in finding the best people, it puts stress and anxiety on brand-new hires as can not withstand the speed as well as pressure that the company expects them to bear.

Double Coverage Lines: Novices discover this business society difficult as well as challenging to deal with specifically as populated line relationships are meant to be weak as a whole and unbiased setup and also efficiency evaluation is still done by the solid line supervisor. This indicates that newbies might shed quality about their corresponding duties as well as goals especially as populated line reporting does not maintain them in direct communication with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower instead of Bridget Coles despite the fact that it had actually been hypothesized that the latter would certainly take Krasnow's position came as a blow to her morale. Lewis might have been qualified and ideal for the task however the truth that Kransnow's separation would make Coles a straight record to Lewis might have been the reason for Coles' resignation from services.

Fear & Job Instability: Concern as well as instability can be determined as two major concerns that Lewis would be taking care of specifically as the merging has currently be cancelled and 2 elderly executives of the advertising division would certainly be leaving. The entire obligation of the department would certainly be dropping on Lewis's shoulders that would not just be in charge of brining about a social adjustment however would certainly likewise need to confirm herself in her new duty.

Incompatible Management Design of Leader: Lewis's administration style and its incompatibility with the advertising and marketing division's duty can also be seen as an OB obstacle specifically as she has been made use of to taking care of concerns in the operations division where personnel are educated to focus on processes as well as obtain them. The marketing department on the other hand can be seen as a group of individuals that are utilized to being supported by Krasnow who focused a lot more on outcome than processes.

Interdepartmental Differences: Interdepartmental arguments between three departments, advertising, merchandizing and procedures specifically over the allocation of the marketing mix can be identified as an additional OB concern. The advertising and marketing department does not share the exact same vision as the various other two divisions relating to the aloocation of the advertising mix twoards promos and advertsing, the merchandizing and procedures departments do not concur over the marketing mix appropriation among one another either.

Fragmentation in Advertising And Marketing Department: Disintegration in between the advertising and marketing departments can be determined as another OB issue which can need more focus. The reality that the advertising and marketing sections in the advertising and marketing division are disconnected is preventing both departments from obtaining from each other's experience and expertise. Integration of advertising and marketing with merchandising and also operations would certainly end up being harder if the advertising and marketing department itself is degenerated which can be another possible OB concern.

Aravind Eye Care System Providing Total Eye Care To The Rural Population Analysis

Different concepts have been made use of to discuss the conditions to get more clarity concerning the scenario handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of managers think that subordinates are passive as well as careless, have little ambition as well as stand up to change. The tough version of this theory emphasized browbeating, tight controls, risks and punishments. Gradually it produces low efficiency, refined sabotage as well as competition (Bargain, 2003). Although the circumstance at Aravind Eye Care System Providing Total Eye Care To The Rural Population is not completely following Concept X, it can be seen that new hires are discovering this setting instead stressful which might ultimately cause a greater inclination of the management towards Theory X. As per McGregor's promoted sight, which he called Theory Y, the vital job of the administration is to arrange organizational conditions to ensure that individuals can achieve their own objectives best by routing their initiatives in the direction of organizational rewards. If individuals locate no contentment in their work, the management would certainly have little selection yet to rely upon concept X and also external control (Deal, 2003). Even while analyzing Lewis's monitoring style, theory X may have appropriated in the operations division somewhat yet the Marketing department would require reliance on Theory Y in order to get the creative thinking and also creativity from the groups.

Tuckman's Team effort Theory: As far as Lewis's worry regarding bringing harmony between the advertising and marketing and marketing division is concerned, this would initially lead to contrast as reviewed by Bruce Tuckman in his 'Synergy Concept'. By combining the marketing and advertising division's job, there may be the very same preliminary detach which could lead to the second phase of 'storming' where the groups test one another.

Bridges' Shift Model: As per William Bridge's theory (appendix 4), people are rather awkward with change, which is apparent by the scenario at Aravind Eye Care System Providing Total Eye Care To The Rural Population The circumstance can be seen as a typical course of life if is examined according to Bridge's theory where he clarifies that individuals go through three phases of change when they experience adjustment. 'End, losing as well as Letting go', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When people are presented with modification, they get in phase one therefore there may be emotions like despair, uncertainty, frustration, temper, worry, rejection and also disorientation.The circumstance at the advertising and marketing department of Aravind Eye Care System Providing Total Eye Care To The Rural Population is similar so Lewis can obtain comfy with the concept that it is not phenomenal habits. In the second phase, there may be a demand to bridge the gap in between the brand-new as well as old culture so Lewis might have to face this challenge when Krasnow leaves. There may be reduced morale and also low productivity at this stage which should not be taken as an obstacle. It is throughout this phase that Lewis will certainly have to give assistance to the department to ensure that they can find a sense of direction. It can be seen just how Krasnow has currently made this transition easier by making Lewis obtain associated with the division a year before his real separation. As per Bridges' Version, phase 3 will certainly produce visibility to learning, High power as well as dedication as people will welcome the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has discusses the importance of 'safety and security requires as being a reduced level demand of a human for triggering inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to really feel safe and secure and also out of threat' is at the 2nd level of needs. Before a worker can be made to establish mentally, he needs to have his 'Physiological 'and 'Safety' needs met.

SWOT Analysis for Aravind Eye Care System Providing Total Eye Care To The Rural Population Case Study

Ramification of Analysis.

The OB analysis has actually considered different concepts to recognize just how to deal with the existing circumstance at hand. The following three choices have actually been recommended to help Lewis deal with the business obstacles in the advertising and marketing division. Each of these options has been recommended for alleviating the shift required to bring the advertising division in accordance with the demands of the market and also for making the social modification that would certainly adhere to as soon as the current leader leaves.

Integration of advertising and marketing features. Separating Adverting as well as Manufacturing functions. Assimilation of Marketing with Procedures.

Examination of Alternatives.

Judith Shapiro that has actually earlier been interviewed by Lewis during the earlier merging days has know-how in business-to-business marketing along with company and retail advertising experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to manage both marketing as well as advertising and marketing features.

The advantage of this method is that it will integrate the two features while lowering the requirement for working with an additional resource for advertising and marketing. Lewis would be heading the advertising and marketing division as well as in any case her replacement would be needed for the existing role that she is doing. The negative aspect of this option is that external hiring may cause animosity from inner workers who might be looking at the position of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and Manufacturing: Given the competitive stress and also high quality job required from the advertising and marketing firm, it is suggested that Lewis must permit the production device to be a different function from the advertising device. Because the majority of advertising agencies had these two functions as different devices, it makes more sense to follow the norm.

Assimilation of Advertising with Procedures: Given that Lewis is already looking after the advertising and operations divisions all at once; it makes sense to integrate the two functions considering that she has actually been successfully caring for both ends. The fact that the two departments currently have major differences over allocation of sources suggests that this assimilation might be able to cause harmony particularly as Lewis would certainly be heading both ends.However there are different downsides of this relocation especially as it would certainly put too much concern over Lewis's shoulders. The truth that Lewis has to adapt her management style for the marketing division recommends that these 2 departments would be culturally diverse. Along with this, Lewis may not be able to apply one sort of leadership style to both divisions which could result in ineffectiveness in either one of both functions.


An assessment of the three alternatives suggests that combination of advertising and marketing and also operations would certainly not be a viable action due to the vast distinctions in between the two divisions in spite of the fact that currently Lewis is handling both. While separation of the manufacturing feature may have been a desirable step for the advertising division, the truth that it would certainly imply placing a 3rd feature under Lewis's wing implies this should be stayed clear of.

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

Advertising and Marketing functions would certainly be combined.

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

Manufacturing function will continue to be part of advertising under advertising and marketing function.

Lewis will certainly divide herself from procedures.

An autonomous management design with employee empowerment will certainly be used in advertising and marketing department.

Open door plan and emphasis on cross department communication will certainly be targeted at removing discord.

Backup strategy.

If the assimilation does not exercise as planned, a backup plan would certainly comply with which would certainly divide the manufacturing function from the advertising and marketing feature to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will be heading the marketing division without an SVP. In that case the manufacturing feature will most definitely be separated by positioning it under an SVP production.