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 Help

Background and Facts

Aravind Eye Care System Providing Total Eye Care To The Rural Population a workplace products merchant for little and medium sized organisations has actually recently been involved in preparing for a merging with its rival Home Deport, which has actually influenced performance levels in departmentswith the senior supervisor associated with lawful complications presented by the government Trade Commission. With the Marketing Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the existing head of operations has been asked to take the role in the future. With difficulties in the form of a possible social adjustment as well as reduced staff member spirits, the organization needs a total reengineering effort at the advertising and marketing department.

Problem Statement
Porter's 5 Forces Analysis
The potential social change at the marketing division of Aravind Eye Care System Providing Total Eye Care To The Rural Population is increasing uncertainty in the working environment leading to numerous challenges for the Jeannie Lewis that would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing strategic decisions because Stapes Inc. had to abandon its plans of combining with Workplace Deport after the Federal Profession Commission's intervention while doing so. Offered the reality that the store has an international existence with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these nations might be able to impact performance or critical goals. Federal Profession Commission's antitrust match against the merging took up important time of the company's elderly administration recommending that 'political' factors can have major effects for an international company.

Economic Factors: Financial factors such as the development of small businesses in the worldwide situation suggest that Aravind Eye Care System Providing Total Eye Care To The Rural Population is prospering in an environment where there is possible growth of services. Along with this, truth that shop consumers are mostly looking for office supplies for office recommends that the market has an increasing trend of business owners and home businesses.

Social factors: Social trends in the economic climate show that clients are looking for convenience in addition to appealing rates. Market research shows how the client for Aravind Eye Care System Providing Total Eye Care To The Rural Population lacks understanding about finding services which can provide a mix of ease as well as affordable.

Technical factors: Technology plays an important duty in Aravind Eye Care System Providing Total Eye Care To The Rural Population's company method especially as the company is piloting Innovation facilities which would provide innovation sales and support in the form of memory upgrades, outer installations. (Summary of INSECT in appendix 2).

OB Issues as well as Effects.

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

Uneasiness regarding cultural modification: There is apprehension concerning a social adjustment that would occur as soon as Todd Krasnow leaves from his setting as the Executive Vice President of Advertising with a lot of the personnel currently revealing discontent over this potential step. This expected change has actually developed tension in the workplace which has been paired with the past tension of preparing the firm for a possible merging with Home Deport.
Pest Analysis
Stressful Job Setting for Newcomers: There is lack of personnel that can match the difficult setting of a fast-paced organization. Not just does this bring about difficulty in discovering the best people, it places anxiety on brand-new hires as can not withstand the speed and stress that the company anticipates them to birth.

Dual Reporting Lines: Beginners find this organizational culture cumbersome as well as difficult to cope with particularly as dotted line partnerships are indicated to be weaker as a whole and also unbiased setting as well as efficiency examination is still done by the strong line supervisor. This means that newbies could shed clearness about their respective duties as well as purposes particularly as populated line reporting does not keep them in direct interaction with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles even though it had been guessed that the latter would certainly take Krasnow's placement came as a blow to her spirits. Lewis may have been qualified as well as ideal for the work however the fact that Kransnow's departure would make Coles a straight report to Lewis might have been the reason for Coles' resignation from solutions.

Fear & Task Insecurity: Worry and also instability can be recognized as 2 significant worries that Lewis would certainly be dealing with especially as the merger has actually currently be cancelled and also two elderly execs of the advertising and marketing division would be leaving. The entire responsibility of the division would certainly be dropping on Lewis's shoulders that would not just be in charge of brining regarding a cultural adjustment however would certainly likewise need to show herself in her brand-new duty.

Incompatible Monitoring Style of Leader: Lewis's management style and its conflict with the advertising and marketing division's function can additionally be seen as an OB obstacle especially as she has been made use of to handling problems in the operations division where employees are educated to concentrate on procedures and get them. 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 who concentrated more on result than processes.

Interdepartmental Arguments: Interdepartmental differences in between three divisions, marketing, merchandizing and also procedures specifically over the allocation of the marketing mix can be recognized as one more OB worry. Although the marketing division does not share the very same vision as the various other 2 divisions concerning the aloocation of the advertising and marketing mix twoards promotions and also advertsing, the merchandizing and also procedures departments do not concur over the marketing mix allocation amongst one another either.

Fragmentation in Advertising Department: Disintegration in between the advertising and marketing divisions can be recognized as one more OB issue which can need further attention. The truth that the marketing and advertising sections in the advertising and marketing division are separated is stopping both divisions from getting from each various other's experience and also competence. Integration of advertising and marketing with retailing and also operations would certainly become harder if the advertising and marketing division itself is broken down which can be another prospective OB problem.

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

Numerous theories have been used to clarify the situations to get additional quality concerning the situation available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many managers believe that staffs are passive and also lazy, have little aspiration and also withstand adjustment. The circumstance at Aravind Eye Care System Providing Total Eye Care To The Rural Population is not totally adhering to Concept X, it can be seen that brand-new hires are finding this atmosphere rather difficult which might at some point lead to a greater disposition of the monitoring in the direction of Theory X. Also while assessing Lewis's management style, theory X might have been ideal in the procedures division to some extent but the Marketing department would require dependence on Concept Y in order to get the creativity as well as originality from the teams.

Tuckman's Synergy Theory: As far as Lewis's issue concerning bringing harmony between the advertising and marketing department is worried, this would initially result in conflict as talked about by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). Based on Tuckman's theory displayed in appendix 3, during the preliminary phase of team growth, individuals might not bond, as they are active locating their location in the group. By integrating the marketing and advertising department's job, there may coincide preliminary disconnect which might lead to the second stage of 'storming' where the teams challenge one another. Nonetheless, it is only throughout the 3rd stage or 'norming' when they would come together to share ideas before the team can bring about synergy in the 4th phase 'executing'.

When individuals are presented with modification, they get in phase one as well as so there might be feelings like sadness, uncertainty, irritation, temper, worry, denial and disorientation.The circumstance at the advertising and marketing department of Aravind Eye Care System Providing Total Eye Care To The Rural Population is comparable so Lewis can get comfy with the concept that it is not phenomenal actions. It is during this stage that Lewis will have to give guidance to the division so that they can locate a feeling of instructions. It can be seen just how Krasnow has actually currently made this shift easier by making Lewis obtain involved in the department a year before his actual separation.
Vrio Analysis
Maslow's Requirement hierarchy: The OB concern related to insecurity at the work environment has been triggered to start with by the change in monitoring as well as secondly by the reality that the merger will no more be initiated. Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has reviews the value of 'protection requires as being a reduced level requirement of a human for causing inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the demand to really feel secure as well as safe' goes to the second degree of demands. Prior to a worker can be made to develop psychologically, he needs to have his 'Physiological 'and also 'Safety' needs fulfilled. This suggests that unless the employees are made to feel secure regarding their existing work condition in Aravind Eye Care System Providing Total Eye Care To The Rural Population they might not get to '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 checked out various theories to understand how to manage the present circumstance handy. The complying with three alternatives have actually been proposed to assist Lewis handle the business difficulties in the marketing department. Each of these alternatives has been proposed for alleviating the transition needed to bring the marketing department in accordance with the demands of the market and for making the cultural change that would follow once the present leader leaves.

Integration of advertising and marketing features. Dividing Adverting as well as Manufacturing features. Integration of Advertising And Marketing with Workflow.

Evaluation of Alternatives.

Judith Shapiro who has actually earlier been interviewed by Lewis throughout the earlier merging days has know-how in business-to-business advertising along with agency and also retail marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to manage both advertising and marketing and also advertising functions.

The benefit of this method is that it will incorporate the two functions while reducing the demand for hiring an additional resource for advertising. Lewis would certainly be heading the advertising and marketing division and also in any case her replacement would certainly be needed for the present role that she is carrying out. The negative aspect of this alternative is that external hiring may bring about animosity from inner personnel who might be looking at the placement of EVP after Lewis takes over Krasnow's position.

Dividing Adverting and also Production: Given the competitive stress and also high quality work required from the advertising and marketing firm, it is suggested that Lewis needs to allow the manufacturing device to be a separate feature from the advertising unit. Since the majority of marketing agencies had these two features as separate systems, it makes even more feeling to comply with the norm.

Combination of Advertising And Marketing with Procedures: Given that Lewis is already caring for the marketing and operations departments at the same time; it makes good sense to incorporate both functions considering that she has been effectively dealing with both ends. The reality that both divisions already have significant differences over allowance of resources recommends that this integration might be able to produce consistency especially as Lewis would be heading both ends.However there are different negative aspects of this move particularly as it would put too much worry over Lewis's shoulders. The reality that Lewis needs to adapt her administration design for the advertising division recommends that these 2 divisions would certainly be culturally diverse. Along with this, Lewis may not have the ability to apply one sort of management style to both departments which could lead to ineffectiveness in either among the two functions.


An assessment of the three alternatives indicates that combination of advertising and marketing and operations would not be a feasible step due to the huge distinctions in between the two divisions in spite of the fact that presently Lewis is handling both. While splitting up of the production function may have been a beneficial move for the advertising and marketing division, the reality that it would certainly indicate putting a third function under Lewis's wing suggests this ought to be avoided.

Activity Plan.
Lewis will take over the role of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

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

Manufacturing function will continue to be component of advertising under advertising function.

Lewis will divide herself from procedures.

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

Open door plan and also emphasis on cross departmental interaction will certainly be targeted at removing disharmony.

Backup strategy.

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