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

CASE STUDY

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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 products retailer for small and also average sized companies has recently been associated with preparing for a merging with its competitor House Deport, which has impacted performance levels in departmentswith the senior supervisor associated with lawful difficulties presented by the federal Trade Compensation. With the Advertising and marketing Head putting forward the news of his separation from the company in one year, Jeannie Lewis, the present head of procedures has been asked to take the function in the future. With challenges in the type of a prospective cultural change and low worker spirits, the company wants a total reengineering effort at the advertising and marketing department.

Trouble Declaration
Porter's 5 Forces Analysis
The prospective cultural adjustment at the marketing division of Aravind Eye Care System Providing Total Eye Care To The Rural Population is boosting unpredictability in the workplace causing different challenges 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 impacting critical decisions because Stapes Inc. had to abandon its plans of merging with Office Deport after the Federal Profession Compensation's treatment while doing so. Given the reality that the shop has a global visibility with branches in UK, U.S.A., Canada and also Germany, political consider each of these countries may be able to impact performance or tactical goals. Federal Trade Payment's antitrust fit versus the merging occupied valuable time of the company's elderly administration recommending that 'political' factors can have severe effects for an international business.

Economic Factors: Financial factors such as the development of small companies in the international situation recommend that Aravind Eye Care System Providing Total Eye Care To The Rural Population is thriving in a setting where there is prospective growth of companies. Truth that store clients are mainly looking for workplace supplies for home workplaces suggests that the market has an increasing fad of business owners and house based services.

Social factors: Social trends in the economic situation reveal that clients are searching for benefit as well as attractive rates. Marketing research shows how the consumer for Aravind Eye Care System Providing Total Eye Care To The Rural Population does not have understanding regarding discovering options which can supply a combination of ease as well as inexpensive.

Technical factors: Technology plays an essential duty in Aravind Eye Care System Providing Total Eye Care To The Rural Population's company strategy particularly as the company is piloting Modern technology centers which would provide modern technology sales and also assistance in the form of memory upgrades, peripheral installations. (Recap of PEST in appendix 2).

OB Issues and Effects.

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

Concerns concerning cultural modification: There is uneasiness concerning a cultural adjustment that would certainly take place as soon as Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Marketing with a lot of the staff members currently showing unhappiness over this possible move. This anticipated change has developed tension in the work environment which has been combined with the previous tension of preparing the firm for a possible merger with Home Deport.
Pest Analysis
Difficult Work Setting for Newcomers: There is scarcity of employees that can match the difficult environment of a busy company. Not only does this result in difficulty in discovering the appropriate individuals, it places stress and anxiety on brand-new hires as can not hold up against the speed as well as pressure that the company expects them to bear.

Double Coverage Lines: Newbies discover this business society cumbersome and also difficult to manage especially as dotted line partnerships are indicated to be weaker as a whole and also unbiased setup as well as performance evaluation is still done by the solid line manager. This suggests that beginners can shed clarity regarding their corresponding roles and also purposes specifically as populated line coverage does not keep them in straight interaction with the strong line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles although it had been hypothesized that the latter would take Krasnow's placement came as a strike to her morale. Lewis might have been qualified and ideal for the job however the truth that Kransnow's departure would make Coles a direct report to Lewis may have been the reason for Coles' resignation from solutions.

Anxiety & Job Instability: Fear as well as insecurity can be determined as 2 significant problems that Lewis would be managing particularly as the merging has actually now be terminated as well as two senior execs of the advertising and marketing department would be leaving. The entire responsibility of the division would be dropping on Lewis's shoulders that would not simply be in charge of brining about a cultural modification however would likewise need to verify herself in her new function.

Incompatible Management Design of Leader: Lewis's administration style and its incompatibility with the advertising and marketing division's duty can also be viewed as an OB obstacle specifically as she has been utilized to dealing with issues in the operations division where employees are educated to concentrate on processes and obtain them right. The advertising and marketing division on the various other hand can be seen as a group of individuals who are utilized to being nurtured by Krasnow that concentrated extra on output than processes.

Interdepartmental Arguments: Interdepartmental differences between 3 divisions, marketing, merchandizing and operations respectively over the allotment of the marketing mix can be identified as an additional OB worry. The advertising department does not share the exact same vision as the various other two divisions regarding the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing and procedures departments do not concur over the marketing mix appropriation amongst one another either.

Fragmentation in Marketing Division: Disintegration between the marketing and advertising divisions can be determined as an additional OB issue which can require further attention. The reality that the advertising and marketing areas in the marketing department are separated is preventing both divisions from acquiring from each other's experience and proficiency. Assimilation of advertising and marketing with retailing as well as procedures would end up being more difficult if the advertising division itself is degenerated which can be one more potential OB problem.

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

Various theories have been made use of to describe the circumstances to obtain further clarity about the circumstance handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, many supervisors think that subordinates are easy and lazy, have little ambition and also withstand adjustment. The tough version of this concept highlighted threat, tight controls, hazards and penalties. With time it creates reduced productivity, subtle sabotage and rivalry (Deal, 2003). The circumstance at Aravind Eye Care System Providing Total Eye Care To The Rural Population is not totally complying with Concept X, it can be seen that brand-new hires are discovering this atmosphere rather stressful which might at some point lead to a greater inclination of the administration in the direction of Theory X. As per McGregor's supported sight, which he called Theory Y, the crucial task of the monitoring is to organize business conditions so that people can attain their own goals best by routing their efforts in the direction of organizational incentives. If people locate no fulfillment in their work, the monitoring would have little option yet to depend on concept X and external control (Bargain, 2003). Also while evaluating Lewis's administration style, concept X may have been suitable in the procedures division to some extent yet the Advertising department would call for dependence on Concept Y in order to get the creative thinking and also originality from the teams.

Tuckman's Teamwork Concept: As far as Lewis's issue about bringing consistency between the marketing and advertising division is worried, this would initially lead to contrast as talked about by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, during the first stage of team growth, individuals may not bond, as they are hectic locating their location in the group. By integrating the marketing and advertising department's job, there may coincide first disconnect which might lead to the 2nd stage of 'storming' where the groups test one another. It is only throughout the third stage or 'norming' when they would certainly come together to share concepts prior to the team can bring around harmony in the 4th phase 'performing'.

When people are presented with adjustment, they go into stage one as well as so there may be emotions like sadness, unpredictability, disappointment, anger, anxiety, denial and also disorientation.The situation at the advertising division of Aravind Eye Care System Providing Total Eye Care To The Rural Population is comparable so Lewis can get comfy with the suggestion that it is not amazing behavior. It is throughout this phase that Lewis will have to offer advice to the department so that they can discover a feeling of direction. It can be seen exactly how Krasnow has already made this transition simpler by making Lewis get entailed in the division a year prior to his real departure.
Vrio Analysis
Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has reviews the relevance of 'safety needs as being a reduced level need of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the need to really feel safe and secure as well as out of danger' is at the 2nd level of needs. Before a staff member can be made to establish mentally, he requires to have his 'Physiological 'and 'Security' requires satisfied.

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



Effects of Analysis.

The OB analysis has actually checked out various concepts to comprehend just how to handle the existing situation at hand. The complying with 3 alternatives have been proposed to help Lewis deal with the business obstacles in the advertising and marketing department. Each of these alternatives has actually been recommended for alleviating the shift needed to bring the advertising department according to the demands of the market as well as for making the cultural change that would comply with as soon as the current leader leaves.

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

Evaluation of Alternatives.

Judith Shapiro who has earlier been spoken with by Lewis during the earlier merging days has experience in business-to-business advertising along with firm and also retail advertising and marketing experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to take care of both marketing and also advertising functions.

The benefit of this method is that it will integrate both functions while lowering the need for employing an additional resource for advertising and marketing. Lewis would be heading the marketing division and also in any type of case her substitute would be required for the present function that she is doing. The disadvantage of this choice is that external hiring may bring about animosity from internal employees who might be considering the position of EVP after Lewis takes control of Krasnow's placement.

Dividing Adverting as well as Manufacturing: Offered the affordable stress and high quality job needed from the marketing firm, it is recommended that Lewis ought to allow the production device to be a different feature from the advertising unit. Considering that the majority of advertising firms had these two functions as separate devices, it makes more feeling to comply with the standard.

Combination of Marketing with Workflows: Given that Lewis is currently taking care of the advertising as well as operations departments at the same time; it makes feeling to integrate the two features since she has actually been efficiently taking care of both ends. The reality that Lewis has to adapt her administration design for the advertising division suggests that these two divisions would be culturally varied.

Referral.



An analysis of the three alternatives shows that combination of marketing as well as procedures would not be a feasible move as a result of the large differences between the two divisions although that currently Lewis is handling both. While separation of the manufacturing feature might have been a positive relocation for the advertising and marketing division, the fact that it would imply positioning a 3rd function under Lewis's wing indicates this ought to be prevented. The integration of the advertising division is the most effective alternative in terms of getting the ideal arise from the division. An activity plan for this alternative is discussed listed below.

Action Plan.
Recommendation
Lewis will take over the duty of EVP Advertising after Krasnow leaves.

Marketing and advertising features would certainly be combined.

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

Manufacturing function will stay component of advertising and marketing under marketing function.

Lewis will certainly separate herself from operations.

A democratic leadership style with worker empowerment will be utilized in advertising and marketing division.

Open door policy and focus on cross departmental communication will be aimed at getting rid of disharmony.

Contingency strategy.

If the assimilation does not work out as planned, a backup strategy would certainly follow which would certainly separate the production function from the marketing function to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will be heading the marketing department without an SVP. Because case the production function will most definitely be separated by positioning it under an SVP production.