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Areva Case Study Help

Background and Facts

Areva an office materials retailer for small and average sized services has actually lately been associated with planning for a merger with its competitor Home Deport, which has actually impacted effectiveness levels in departmentswith the elderly supervisor associated with legal problems put forth by the government Trade Compensation. With the Advertising and marketing Head advancing the news of his departure from the firm in one year, Jeannie Lewis, the existing head of procedures has been asked to take the function in the future. With obstacles in the type of a possible cultural change and low worker morale, the organization needs a total reengineering initiative at the advertising and marketing division.

Trouble Statement
Porter's 5 Forces Analysis
The possible social adjustment at the advertising and marketing division of Areva is enhancing uncertainty in the working environment leading to different obstacles for the Jeannie Lewis who would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in affecting strategic decisions since Stapes Inc. had to desert its strategies of merging with Workplace Deport after the Federal Trade Commission's intervention in the process. Provided the fact that the shop has a global existence with branches in UK, U.S.A., Canada and Germany, political factors in each of these nations might be able to affect efficiency or critical objectives. Federal Trade Compensation's antitrust fit versus the merging took up valuable time of the organization's senior administration suggesting that 'political' factors can have serious ramifications for an international service.

Economic Factors: Economic factors such as the appearance of small companies in the international circumstance suggest that Areva is flourishing in an environment where there is possible growth of businesses. Along with this, fact that shop customers are mostly seeking workplace supplies for home offices suggests that the marketplace has an increasing fad of business owners as well as home based businesses.

Social factors: Social patterns in the economic situation show that consumers are trying to find benefit as well as eye-catching rates. Marketing research demonstrates how the consumer for Areva does not have recognition regarding locating remedies which can use a combination of ease and also inexpensive.

Technological factors: Modern technology plays an essential duty in Areva's organisation technique especially as the organization is piloting Innovation centers which would provide innovation sales and assistance in the form of memory upgrades, peripheral setups. (Summary of PARASITE in appendix 2).

OB Issues and Symptoms.

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

Uneasiness concerning cultural modification: There is uneasiness regarding a social modification that would certainly occur once Todd Krasnow leaves from his placement as the Executive Vice President of Advertising And Marketing with the majority of the employee already revealing discontent over this prospective step. This predicted adjustment has produced stress in the office which has been combined with the previous stress of preparing the firm for a possible merger with Home Deport.
Pest Analysis
Difficult Job Environment for Newcomers: There is lack of personnel that can match the difficult atmosphere of a fast-paced organization. Not just does this lead to problem in finding the ideal individuals, it places stress on brand-new hires as can not endure the rate and also pressure that the organization anticipates them to birth.

Twin Reporting Lines: Newbies find this organizational society difficult and hard to handle specifically as dotted line connections are meant to be weak as a whole as well as unbiased setting as well as efficiency evaluation is still done by the solid line supervisor. This means that beginners could shed quality about their respective functions and also goals especially as dotted line reporting does not maintain them in straight interaction with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had actually been guessed that the last would take Krasnow's placement came as an impact to her morale. Lewis may have been qualified and also ideal for the job but the reality that Kransnow's departure would make Coles a direct report to Lewis may have been the factor for Coles' resignation from solutions.

Concern & Job Insecurity: Fear and insecurity can be recognized as two significant problems that Lewis would certainly be managing specifically as the merger has actually now be cancelled and 2 elderly execs of the advertising division would be leaving. The entire duty of the division would be dropping on Lewis's shoulders who would not just supervise of brining concerning a social modification however would also have to confirm herself in her new function.

Inappropriate Monitoring Design of Leader: Lewis's management style as well as its conflict with the marketing department's role can likewise be seen as an OB challenge especially as she has been used to dealing with problems in the operations department where workers are taught to concentrate on processes and obtain them. The advertising division on the various other hand can be viewed as a team of people that are made use of to being nurtured by Krasnow who concentrated a lot more on result than processes.

Interdepartmental Arguments: Interdepartmental disagreements in between 3 departments, advertising, merchandizing and procedures specifically over the allocation of the advertising mix can be recognized as one more OB worry. Although the marketing department does not share the exact same vision as the other two divisions concerning the aloocation of the marketing mix twoards promotions and advertsing, the merchandizing and also operations divisions do not agree over the advertising mix allowance amongst each other either.

Disintegration in Advertising And Marketing Division: Disintegration between the advertising and marketing divisions can be determined as another OB concern which can need more attention. The reality that the advertising and marketing areas in the advertising division are detached is preventing both departments from acquiring from each other's experience and also know-how. Integration of advertising and marketing with retailing as well as operations would certainly come to be harder if the marketing department itself is disintegrated which can be one more potential OB problem.

Areva Analysis

Different theories have actually been used to clarify the circumstances to obtain further clearness about the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many managers think that staffs are passive as well as lazy, have little passion and also withstand modification. The tough variation of this theory emphasized coercion, tight controls, threats and also penalties. Gradually it generates reduced efficiency, subtle sabotage and rivalry (Bargain, 2003). The scenario at Areva is not completely following Concept X, it can be seen that new hires are locating this atmosphere instead difficult which might eventually lead to a higher disposition of the management towards Concept X. As per McGregor's supported sight, which he called Theory Y, the essential job of the management is to prepare organizational conditions to make sure that people can achieve their very own objectives best by guiding their efforts in the direction of business incentives. If people locate no fulfillment in their job, the management would have little selection however to count on concept X and also outside control (Deal, 2003). Even while assessing Lewis's administration design, concept X may have appropriated in the procedures division somewhat yet the Advertising department would certainly call for reliance on Theory Y so as to get the creative thinking as well as originality from the teams.

Tuckman's Team effort Theory: As much as Lewis's problem about bringing harmony in between the marketing and also marketing department is worried, this would originally lead to conflict as gone over by Bruce Tuckman in his 'Synergy Concept'. By integrating the advertising and marketing and marketing division's job, there may be the exact same initial separate which can lead to the second phase of 'storming' where the teams test one an additional.

Bridges' Transition Design: According To William Bridge's concept (appendix 4), individuals are quite uneasy with modification, which is obvious by the situation at Areva The scenario can be seen as a normal training course of life if is researched as per Bridge's theory where he clarifies that people experience three stages of change when they experience change. 'Closing, shedding as well as Releasing', The Neutral Zone as well as 'The New Starting' (Bridges, 2004). When individuals are presented with adjustment, they get in stage one and so there may be emotions like despair, unpredictability, stress, rage, fear, denial and disorientation.The circumstance at the marketing division of Areva is similar so Lewis can obtain comfy with the suggestion that it is not phenomenal habits. In the 2nd phase, there might be a need to link the gap in between the brand-new as well as old society so Lewis might have to face this ordeal once Krasnow leaves. There might be reduced spirits as well as low performance at this stage which should not be taken as an obstacle. It is throughout this stage that Lewis will certainly have to offer advice to the department to make sure that they can find an orientation. It can be seen exactly how Krasnow has currently made this change much easier by making Lewis get involved in the division a year prior to his real separation. According to Bridges' Version, stage 3 will certainly bring about visibility to learning, High energy and also commitment as people will certainly welcome the modification (Bridges, 2004).
Vrio Analysis
Maslow's Need hierarchy: The OB problem related to insecurity at the office has been activated first of all by the adjustment in monitoring and second of all by the fact that the merger will no more be initiated. Abraham Maslow in his Concept of 'Needs Hierarchy' (appendix 5) has discusses the significance of 'protection requires as being a reduced level need of a human for triggering motivation. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the need to really feel safe and secure as well as unharmed' goes to the second level of demands. Prior to a staff member can be made to establish emotionally, he needs to have his 'Physiological 'as well as 'Safety and security' requires satisfied. This shows that unless the employees are made to really feel safe and secure regarding their current employment standing in Areva they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Areva Case Study

Implication of Analysis.

The OB analysis has considered different theories to recognize exactly how to cope with the current scenario available. The complying with three choices have actually been suggested to aid Lewis deal with the business challenges in the advertising and marketing department. Each of these options has been proposed for easing the shift needed to bring the advertising department in accordance with the demands of the market and also for making the social modification that would certainly adhere to when the current leader leaves.

Combination of advertising and marketing functions. Separating Adverting and Manufacturing functions. Integration of Advertising with Workflow.

Assessment of Alternatives.

Judith Shapiro who has actually earlier been spoken with by Lewis throughout the earlier merging days has expertise in business-to-business advertising and marketing along with firm and also retail advertising experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to handle both marketing and also advertising and marketing features.

The advantage of this technique is that it will certainly incorporate both functions while reducing the requirement for working with an extra source for marketing. Lewis would certainly be heading the marketing department as well as in any kind of case her substitute would certainly be required for the present duty that she is performing. The downside of this alternative is that outside hiring might bring about animosity from interior personnel who might be looking at the position of EVP after Lewis takes over Krasnow's placement.

Separating Adverting and also Manufacturing: Given the affordable pressures and premium quality work called for from the advertising agency, it is recommended that Lewis should enable the manufacturing system to be a different feature from the advertising and marketing system. Considering that many ad agency had these 2 features as different units, it makes even more feeling to follow the norm. Both features may be able to concentrate on their core activates a lot more successfully. The downside of this approach would be that extra expenses would certainly have to be birthed for establishing up different manufacturing features. Along with this, a production head might have to be employed which could boost expenses for the company.

Assimilation of Advertising And Marketing with Workflows: Considering that Lewis is currently taking treatment of the advertising and marketing as well as procedures departments concurrently; it makes feeling to integrate the 2 features considering that she has actually been efficiently taking care of both ends. The truth that Lewis has to adapt her management style for the marketing division suggests that these two divisions would certainly be culturally varied.


An evaluation of the three choices shows that combination of advertising as well as procedures would not be a possible move as a result of the large distinctions in between the two divisions although that currently Lewis is handling both. While separation of the production function might have been a beneficial action for the marketing department, the truth that it would certainly mean positioning a third function under Lewis's wing means this ought to be prevented. The assimilation of the advertising department is the best option in terms of obtaining the optimal results from the department. An action prepare for this option is gone over below.

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

Advertising and Marketing features would certainly be combined.

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

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

Lewis will separate herself from operations.

An autonomous leadership style with employee empowerment will certainly be made use of in marketing department.

Open door plan as well as focus on cross department communication will certainly be focused on removing dissonance.

Contingency strategy.

If the assimilation does not exercise as prepared, a backup plan would adhere to which would divide the manufacturing function from the advertising and marketing feature to reduce the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will be heading the advertising and marketing division without an SVP. In that case the production feature will most definitely be divided by positioning it under an SVP production.