Areva Case Study Analysis


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Areva Case Study Analysis

Background and Facts

Areva an office products seller for tiny and also average sized organisations has lately been associated with planning for a merging with its rival Residence Deport, which has actually affected efficiency degrees in departmentswith the senior manager involved in legal issues put forth by the federal Trade Payment. With the Advertising and marketing Head putting forward the information of his separation from the company in one year, Jeannie Lewis, the present head of operations has been asked to take the function in the near future. With challenges in the kind of a prospective social modification and reduced employee morale, the company requires a total reengineering initiative at the advertising and marketing division.

Trouble Statement
Porter's 5 Forces Analysis
The potential cultural adjustment at the advertising division of Areva is boosting unpredictability in the working environment causing different challenges for the Jeannie Lewis who would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in affecting tactical choices considering that Stapes Inc. had to abandon its strategies of combining with Office Deport after the Federal Profession Commission's intervention at the same time. Provided the reality that the store has a worldwide presence with branches in UK, USA, Canada and Germany, political consider each of these countries might have the ability to influence efficiency or tactical goals. Federal Profession Payment's antitrust suit against the merger used up valuable time of the company's senior monitoring recommending that 'political' factors can have serious implications for an international company.

Economic Factors: Economic factors such as the development of local business in the international scenario suggest that Areva is flourishing in a setting where there is possible growth of organisations. In addition to this, truth that shop consumers are primarily seeking office supplies for home offices suggests that the marketplace has an increasing fad of entrepreneurs and also online services.

Social factors: Social patterns in the economic situation reveal that customers are searching for ease along with appealing costs. Market research shows how the consumer for Areva lacks understanding concerning finding options which can offer a combination of benefit and inexpensive.

Technological factors: Technology plays a crucial role in Areva's organisation strategy especially as the organization is piloting Innovation centers which would offer modern technology sales as well as assistance in the form of memory upgrades, peripheral installations. (Summary of BUG in appendix 2).

OB Issues and also Effects.

A number of underlying Organizational Actions concerns can be seen in Areva's case as highlighted in this section.

Concerns regarding cultural adjustment: There is uneasiness about a cultural adjustment that would certainly take place when Todd Krasnow leaves from his position as the Exec Vice President of Advertising with the majority of the employee currently revealing unhappiness over this possible step. This predicted adjustment has actually created anxiety in the work environment which has actually been coupled with the previous anxiety of preparing the firm for a potential merging with Home Deport.
Pest Analysis
Difficult Task Setting for Newcomers: There is lack of workers that can match the stressful atmosphere of a busy organization. Not just does this lead to difficulty in finding the right individuals, it puts tension on new hires as can not endure the rate and pressure that the organization anticipates them to bear.

Double Coverage Lines: Beginners discover this organizational society difficult and tough to manage particularly as populated line partnerships are implied to be weak as a whole and also objective setup and also performance assessment is still done by the strong line manager. This indicates that beginners might shed quality about their respective functions and also goals specifically as dotted line reporting does not maintain them in direct communication with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles although it had actually been speculated that the latter would take Krasnow's position came as an impact to her spirits. Lewis may have been capable and appropriate for the work but the fact that Kransnow's departure would make Coles a direct record to Lewis might have been the factor for Coles' resignation from services.

Concern & Task Insecurity: Anxiety and instability can be recognized as two major worries that Lewis would be managing particularly as the merger has now be terminated and also 2 elderly executives of the advertising department would be leaving. The entire responsibility of the division would certainly be falling on Lewis's shoulders who would not just supervise of brining about a cultural adjustment but would certainly additionally have to prove herself in her new function.

Incompatible Monitoring Style of Leader: Lewis's administration design and also its conflict with the advertising division's duty can additionally be seen as an OB obstacle specifically as she has been made use of to handling problems in the operations division where personnel are taught to concentrate on processes and also obtain them. The advertising department on the various other hand can be seen as a group of individuals who are made use of to being nurtured by Krasnow who concentrated extra on output than processes.

Interdepartmental Disputes: Interdepartmental disputes between three departments, marketing, merchandizing and also operations respectively over the appropriation of the advertising mix can be identified as an additional OB issue. Although the advertising and marketing division does not share the exact same vision as the various other 2 divisions regarding the aloocation of the advertising mix twoards promotions and also advertsing, the merchandizing and also operations departments do not agree over the advertising mix allowance among one another either.

Fragmentation in Marketing Department: Fragmentation in between the marketing and advertising departments can be determined as an additional OB problem which might require additional attention. The reality that the advertising and marketing areas in the advertising and marketing division are detached is protecting against both departments from gaining from each various other's experience as well as knowledge. Integration of advertising with retailing as well as procedures would come to be harder if the advertising department itself is disintegrated which can be another prospective OB concern.

Areva Analysis

Different theories have been utilized to discuss the situations to obtain more clearness about the situation available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most supervisors believe that staffs are passive and careless, have little ambition and also resist adjustment. The situation at Areva is not entirely complying with Concept X, it can be seen that new hires are discovering this setting rather difficult which may at some point lead to a higher inclination of the administration towards Theory X. Even while analyzing Lewis's administration style, theory X may have been suitable in the operations division to some degree yet the Marketing division would certainly need dependence on Concept Y in order to get the imagination and creativity from the groups.

Tuckman's Teamwork Theory: As for Lewis's worry about bringing consistency in between the advertising and marketing division is worried, this would originally result in clash as discussed by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). According to Tuckman's theory shown in appendix 3, during the initial stage of group advancement, people might not bond, as they are active finding their area in the team. By incorporating the marketing and advertising department's job, there might be the same preliminary separate which can result in the second stage of 'storming' where the teams test each other. It is just during the third phase or 'norming' when they would come with each other to share concepts before the group can bring about synergy in the 4th phase 'carrying out'.

Bridges' Change Version: Based On William Bridge's theory (appendix 4), individuals are quite unpleasant with change, which is apparent by the circumstance at Areva The circumstance can be seen as a normal program of life if is examined as per Bridge's theory where he clarifies that individuals experience three phases of change when they experience change. 'Ending, losing and also Releasing', The Neutral Zone as well as 'The New Starting' (Bridges, 2004). When people exist with modification, they get in phase one and so there might be feelings like despair, unpredictability, stress, rage, fear, denial as well as disorientation.The circumstance at the advertising division of Areva is similar so Lewis can get comfortable with the concept that it is not remarkable habits. In the 2nd stage, there may be a requirement to connect the void between the brand-new and also old culture so Lewis may need to face this ordeal as soon as Krasnow leaves. There may be low morale as well as low efficiency at this stage which need to not be taken as a trouble. It is throughout this phase that Lewis will certainly need to provide assistance to the department to ensure that they can find an orientation. It can be seen just how Krasnow has actually currently made this change easier by making Lewis get involved in the division a year before his actual separation. As per Bridges' Version, stage 3 will bring about visibility to knowing, High power and also dedication as people will welcome the modification (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Power structure' (appendix 5) has talks about the significance of 'protection needs as being a reduced level demand of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to feel safe and also out of risk' is at the second degree of requirements. Prior to a worker can be made to establish mentally, he needs to have his 'Physiological 'as well as 'Security' requires fulfilled.

SWOT Analysis for Areva Case Study

Implication of Analysis.

The OB analysis has actually looked at numerous concepts to comprehend just how to manage the current circumstance handy. The complying with 3 alternatives have been recommended to help Lewis take care of the organizational obstacles in the marketing department. Each of these choices has been proposed for reducing the transition needed to bring the advertising and marketing division according to the demands of the marketplace and for making the cultural change that would certainly comply with when the current leader leaves.

Integration of marketing and advertising functions. Dividing Adverting as well as Manufacturing features. Assimilation of Advertising with Workflow.

Examination of Alternatives.

Combination of Advertising And Marketing & Advertising And Marketing Functions: The internal marketing company of Areva is currently strength for the company in terms of saving up on expenses connected to advertising and marketing and also promotion. Because no brand-new employment has actually been done after Bridget Cole's separation with the reporting line being straight appointed to Krasnow for the advertising and marketing function, this is a beneficial opportunity for integrating the marketing and advertising functions. Judith Shapiro that has earlier been interviewed by Lewis throughout the earlier merging days has expertise in business-to-business advertising and marketing in addition to company and retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising and marketing to manage both marketing and advertising features.

The benefit of this approach is that it will certainly incorporate the two features while minimizing the need for employing an added source for marketing. Lewis would be heading the advertising and marketing department as well as in any kind of case her replacement would be required for the present function that she is performing. The downside of this alternative is that outside hiring may cause bitterness from inner employees that may be looking at the placement of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting as well as Manufacturing: Provided the competitive pressures and high quality job needed from the advertising agency, it is suggested that Lewis ought to enable the production unit to be a different feature from the advertising and marketing device. Considering that the majority of marketing companies had these two functions as separate systems, it makes more sense to follow the standard.

Integration of Marketing with Procedures: Considering that Lewis is already taking treatment of the advertising and also operations divisions simultaneously; it makes sense to incorporate the 2 functions considering that she has been successfully taking care of both ends. The reality that Lewis has to adapt her administration design for the advertising and marketing department suggests that these two departments would be culturally varied.


An assessment of the 3 alternatives indicates that integration of advertising and operations would not be a viable step due to the vast differences between the two departments regardless of the truth that presently Lewis is handling both. While splitting up of the production feature might have been a beneficial relocation for the advertising and marketing department, the truth that it would suggest placing a 3rd function under Lewis's wing means this ought to be stayed clear of.

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

Advertising and Marketing features would certainly be merged.

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

Production function will certainly remain part of advertising and marketing under advertising and marketing function.

Lewis will divide herself from procedures.

An autonomous leadership design with staff member empowerment will be used in marketing division.

Open door plan and also focus on cross department interaction will be targeted at eliminating dissonance.

Backup plan.

If the combination does not work out as intended, a contingency strategy would adhere to which would certainly divide the production function from the advertising function to lower the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain employed, Lewis will be heading the advertising division without an SVP. In that case the production feature will definitely be divided by positioning it under an SVP production.