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


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

Background and Facts

Aravind Eye Care System Providing Total Eye Care To The Rural Population an office supplies retailer for small as well as medium sized businesses has actually recently been associated with planning for a merging with its competitor Residence Deport, which has influenced effectiveness degrees in departmentswith the elderly manager involved in lawful issues presented by the federal Trade Commission. With the Advertising Head putting forward the information of his departure from the business in one year, Jeannie Lewis, the present head of operations has actually been asked to take the function in the near future. With difficulties in the type of a prospective cultural change as well as reduced employee morale, the company requires a full reengineering initiative at the advertising department.

Issue Statement

The prospective cultural adjustment at the advertising department of Aravind Eye Care System Providing Total Eye Care To The Rural Population is increasing unpredictability in the workplace bring about various obstacles for the Jeannie Lewis who would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting calculated choices considering that Stapes Inc. needed to desert its plans of merging with Office Deport after the Federal Profession Compensation's treatment while doing so. Given the reality that the shop has an international presence with branches in UK, U.S.A., Canada and also Germany, political consider each of these countries might have the ability to impact performance or tactical goals. Federal Profession Commission's antitrust suit versus the merging used up important time of the company's senior management recommending that 'political' factors can have major ramifications for an international service.

Economic Factors: Financial factors such as the emergence of small companies in the worldwide scenario suggest that Aravind Eye Care System Providing Total Eye Care To The Rural Population is growing in an environment where there is prospective development of organisations. Along with this, truth that store clients are primarily seeking workplace products for home offices suggests that the marketplace has a rising trend of business owners and online organisations.

Social factors: Social trends in the economic situation show that consumers are seeking ease along with eye-catching costs. Market research shows how the consumer for Aravind Eye Care System Providing Total Eye Care To The Rural Population lacks understanding regarding finding remedies which can offer a combination of convenience and affordable.

Technological factors: Modern technology plays an essential function in Aravind Eye Care System Providing Total Eye Care To The Rural Population's business approach particularly as the company is piloting Modern technology centers which would certainly provide innovation sales and support in the type of memory upgrades, outer installments. (Recap of PARASITE in appendix 2).

OB Issues and also Symptoms.

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

Uneasiness about cultural change: There is uneasiness about a social modification that would certainly happen once Todd Krasnow leaves from his placement as the Executive Vice President of Marketing with a lot of the staff members currently revealing discontent over this prospective action. This expected modification has created stress in the work environment which has been paired with the past stress of preparing the company for a possible merging with Residence Deport.

Difficult Work Environment for Newcomers: There is lack of workers that can match the difficult atmosphere of a fast-paced organization. Not only does this lead to problem in discovering the best people, it places stress on new hires as can not endure the rate and pressure that the company anticipates them to birth.

Twin Reporting Lines: Novices find this organizational culture troublesome and difficult to deal with specifically as populated line relationships are suggested to be weak as a whole as well as objective setting and efficiency examination is still done by the strong line manager. This implies that novices can shed clearness about their particular roles and objectives particularly as dotted line reporting does not keep them in straight interaction with the strong line managers.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles despite the fact that it had been hypothesized that the latter would take Krasnow's setting came as a strike to her morale. Lewis might have been qualified as well as suitable for the job yet the fact that Kransnow's separation would certainly make Coles a straight record to Lewis may have been the reason for Coles' resignation from solutions.

Fear & Job Instability: Worry as well as insecurity can be determined as 2 significant problems that Lewis would certainly be managing specifically as the merger has now be cancelled and 2 senior execs of the advertising and marketing department would be leaving. The entire responsibility of the division would be falling on Lewis's shoulders that would certainly not simply supervise of brining regarding a cultural modification yet would additionally need to show herself in her brand-new duty.

Inappropriate Administration Style of Leader: Lewis's management style and also its incompatibility with the advertising and marketing division's duty can also be seen as an OB difficulty particularly as she has been made use of to handling problems in the procedures department where workers are instructed to concentrate on processes as well as get them right. The advertising department on the other hand can be seen as a team of people that are used to being nurtured by Krasnow that focused more on outcome than procedures.

Interdepartmental Disputes: Interdepartmental disagreements in between three departments, marketing, merchandizing and operations specifically over the allocation of the advertising mix can be identified as another OB problem. Although the advertising department does not share the same vision as the various other two departments regarding the aloocation of the advertising and marketing mix twoards promotions and also advertsing, the merchandizing as well as operations departments do not concur over the advertising mix allocation amongst one another either.

Fragmentation in Advertising Division: Fragmentation in between the marketing and advertising departments can be determined as another OB issue which can require further focus. The fact that the advertising and marketing areas in the advertising and marketing department are separated is avoiding both divisions from obtaining from each various other's experience as well as competence. Combination of marketing with retailing as well as procedures would certainly become harder if the marketing division itself is broken down which can be an additional prospective OB issue.

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

Different concepts have actually been used to explain the scenarios to obtain additional clearness concerning the circumstance handy.

McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most managers believe that staffs are easy and careless, have little ambition as well as resist adjustment. The tough version of this concept emphasized browbeating, tight controls, dangers and also penalties. Over time it creates reduced efficiency, refined sabotage and also competition (Offer, 2003). Although the circumstance at Aravind Eye Care System Providing Total Eye Care To The Rural Population is not completely following Theory X, it can be seen that brand-new hires are locating this atmosphere rather difficult which might ultimately cause a better inclination of the administration in the direction of Concept X. As per McGregor's promoted view, which he called Concept Y, the vital task of the administration is to organize organizational problems to make sure that people can accomplish their very own objectives best by guiding their initiatives towards business benefits. If individuals locate no satisfaction in their work, the administration would have little choice yet to rely on concept X and exterior control (Deal, 2003). Even while evaluating Lewis's management style, concept X might have appropriated in the operations division somewhat but the Advertising division would certainly need reliance on Theory Y in order to get the creative thinking and also creativity from the teams.

Tuckman's Team effort Concept: As much as Lewis's problem regarding bringing consistency between the advertising and marketing and advertising division is worried, this would at first lead to contrast as discussed by Bruce Tuckman in his 'Synergy Concept'. By incorporating the advertising and marketing as well as advertising and marketing division's job, there may be the very same preliminary disconnect which might lead to the 2nd phase of 'storming' where the groups test one an additional.

When individuals are provided with adjustment, they get in phase one as well as so there might be feelings like despair, unpredictability, stress, temper, concern, rejection and disorientation.The circumstance at the advertising department of Aravind Eye Care System Providing Total Eye Care To The Rural Population is similar so Lewis can obtain comfortable with the idea that it is not remarkable habits. It is during this stage that Lewis will certainly have to give assistance to the division so that they can discover a sense of direction. It can be seen how Krasnow has already made this shift easier by making Lewis get included in the division a year prior to his real separation.

Maslow's Demand power structure: The OB concern related to insecurity at the office has actually been caused first of all by the change in monitoring as well as second of all by the reality that the merging will no more be started. Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has talks about the relevance of 'security requires as being a lower level need of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe as well as unharmed' goes to the second degree of demands. Before an employee can be made to develop mentally, he requires to have his 'Physical 'and also 'Safety' requires satisfied. This suggests that unless the employees are made to really feel safe and secure about their present employment standing in Aravind Eye Care System Providing Total Eye Care To The Rural Population they may not reach 'Self-Fulfillment'. (King, 2009).

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

Effects of Analysis.

The OB analysis has taken a look at various concepts to comprehend exactly how to cope with the current scenario at hand. The adhering to three options have actually been suggested to aid Lewis handle the business obstacles in the advertising and marketing department. Each of these options has been recommended for alleviating the shift needed to bring the marketing division in accordance with the demands of the marketplace as well as for making the social modification that would adhere to once the existing leader leaves.

Integration of marketing and advertising features. Dividing Adverting and Production functions. Assimilation of Marketing with Workflow.

Assessment of Alternatives.

Combination of Advertising & Advertising Functions: The internal advertising and marketing agency of Aravind Eye Care System Providing Total Eye Care To The Rural Population is currently stamina for the organization in terms of conserving up on overheads connected to advertising as well as promo. Since no brand-new recruitment has been done after Bridget Cole's departure with the reporting line being directly assigned to Krasnow for the advertising feature, this is a desirable possibility for integrating the advertising and marketing features. Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merging days has proficiency in business-to-business marketing along with firm and retail advertising and marketing experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to manage both advertising and marketing features.

The advantage of this method is that it will certainly incorporate both features while decreasing the requirement for hiring an added source for marketing. In addition to this, Lewis would certainly be heading the marketing department and also all the same her replacement would be required for the current role that she is executing. The disadvantage of this alternative is that exterior hiring might produce bitterness from inner employees that might be considering the position of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting and Production: Provided the competitive pressures and also high quality job required from the advertising firm, it is suggested that Lewis should allow the production system to be a separate feature from the advertising and marketing unit. Considering that a lot of advertising and marketing companies had these two features as different units, it makes more feeling to comply with the norm.

Integration of Marketing with Procedures: Because Lewis is already caring for the marketing as well as procedures departments all at once; it makes good sense to incorporate both functions given that she has been efficiently caring for both ends. The fact that both departments already have significant differences over appropriation of resources recommends that this assimilation might be able to produce consistency particularly as Lewis would certainly be heading both ends.However there are different disadvantages of this move especially as it would certainly place way too much problem over Lewis's shoulders. The reality that Lewis needs to adjust her management design for the marketing division recommends that these two divisions would be culturally varied. In addition to this, Lewis may not have the ability to use one type of leadership style to both departments which can cause inadequacy in either one of the two functions.


An examination of the three alternatives shows that integration of advertising and marketing as well as procedures would not be a feasible action due to the substantial distinctions in between the two divisions although that presently Lewis is managing both. While splitting up of the production function may have been a beneficial action for the advertising division, the truth that it would indicate positioning a 3rd feature under Lewis's wing means this should be prevented. The integration of the marketing division is the very best alternative in terms of obtaining the optimal arise from the department. An action plan for this choice is gone over below.

Activity Plan.

Lewis will take over the role of EVP Advertising after Krasnow leaves.

Marketing and advertising functions would certainly be combined.

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

Manufacturing feature will stay part of advertising and marketing under advertising function.

Lewis will certainly divide herself from operations.

An autonomous management style with staff member empowerment will certainly be utilized in advertising and marketing department.

Open door plan and emphasis on cross department communication will be targeted at eliminating disharmony.

Contingency plan.

If the combination does not work out as prepared, a backup strategy would follow which would separate the production feature from the marketing function to lower the load on the SVP of marketing and advertising. In case Judith Shapiro does not get hired, Lewis will certainly be heading the advertising and marketing department without an SVP. Because case the manufacturing feature will absolutely be divided by putting it under an SVP production.