Areva Case Study Solution


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Areva Case Study Help

Background and Facts

Areva a workplace supplies seller for little and average sized businesses has lately been involved in preparing for a merging with its competitor House Deport, which has affected efficiency degrees in departmentswith the senior supervisor involved in lawful difficulties presented by the government Trade Commission. With the Marketing Head putting forward the news of his departure from the business in one year, Jeannie Lewis, the existing head of procedures has been asked to take the role in the future. With challenges in the type of a possible social adjustment as well as reduced staff member morale, the company needs a total reengineering initiative at the marketing division.

Problem Statement

The potential social change at the advertising and marketing division of Areva is raising uncertainty in the working environment bring about numerous 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 significant function in affecting calculated decisions because Stapes Inc. needed to abandon its strategies of combining with Office Deport after the Federal Trade Compensation's treatment at the same time. Provided the truth that the store has a worldwide visibility with branches in UK, USA, Canada and also Germany, political factors in each of these countries may have the ability to influence performance or strategic goals. Federal Trade Compensation's antitrust suit versus the merging used up important time of the organization's elderly administration suggesting that 'political' factors can have major ramifications for a global business.

Economic Factors: Economic factors such as the appearance of local business in the worldwide scenario recommend that Areva is thriving in an atmosphere where there is possible development of services. Along with this, truth that shop customers are primarily seeking office materials for home offices recommends that the market has a rising trend of entrepreneurs and home based companies.

Social factors: Social patterns in the economic situation show that clients are looking for benefit along with eye-catching costs. Market research demonstrates how the consumer for Areva does not have awareness regarding locating remedies which can offer a mix of ease and affordable.

Technical factors: Innovation plays an essential duty in Areva's company approach particularly as the organization is piloting Innovation centers which would certainly use technology sales and assistance in the type of memory upgrades, outer installments. (Recap of BUG in appendix 2).

OB Issues and Symptoms.

Several underlying Organizational Actions issues can be seen in Areva's case as highlighted in this section.

Apprehensions about social adjustment: There is apprehension concerning a social adjustment that would certainly occur once Todd Krasnow leaves from his position as the Exec Vice President of Advertising And Marketing with the majority of the staff members already revealing discontent over this prospective action. This anticipated adjustment has actually developed anxiety in the workplace which has been combined with the past stress and anxiety of preparing the firm for a possible merging with Home Deport.

Demanding Task Atmosphere for Newcomers: There is scarcity of employees that can match the demanding environment of a busy company. Not only does this cause trouble in discovering the best people, it puts anxiety on brand-new hires as can not hold up against the rate as well as pressure that the organization anticipates them to bear.

Dual Coverage Lines: Newcomers find this organizational culture difficult as well as tough to deal with especially as dotted line partnerships are meant to be weak in general and unbiased setting and also performance examination is still done by the solid line manager. This implies that novices might lose quality concerning their corresponding roles and also goals especially as populated line reporting does not keep them in straight interaction with the solid line managers.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles although it had been guessed that the latter would certainly take Krasnow's setting came as an impact to her spirits. Lewis might have been qualified and also suitable for the work yet the truth that Kransnow's departure would make Coles a direct record to Lewis might have been the factor for Coles' resignation from services.

Anxiety & Job Instability: Anxiety as well as insecurity can be recognized as two major problems that Lewis would be managing particularly as the merging has actually currently be cancelled and 2 elderly execs of the advertising and marketing division would be leaving. The entire duty of the department would be dropping on Lewis's shoulders who would not just be in charge of brining concerning a social change but would also have to prove herself in her new duty.

Inappropriate Management Design of Leader: Lewis's administration style and also its conflict with the advertising and marketing department's function can also be seen as an OB obstacle specifically as she has been made use of to taking care of problems in the procedures department where personnel are educated to focus on procedures as well as get them. The marketing department on the other hand can be seen as a group of individuals that are utilized to being nurtured by Krasnow that concentrated a lot more on output than processes.

Interdepartmental Disagreements: Interdepartmental arguments in between three departments, marketing, merchandizing as well as operations respectively over the allotment of the marketing mix can be determined as an additional OB problem. Although the marketing department does not share the very same vision as the various other two divisions concerning the aloocation of the marketing mix twoards promotions as well as advertsing, the merchandizing as well as operations divisions do not agree over the marketing mix allowance amongst each other either.

Fragmentation in Advertising And Marketing Department: Fragmentation between the advertising and marketing divisions can be determined as an additional OB problem which could require further interest. The truth that the marketing and advertising areas in the advertising and marketing department are separated is stopping both divisions from obtaining from each other's experience and knowledge. Assimilation of advertising with merchandising and operations would come to be more difficult if the marketing department itself is disintegrated which can be another potential OB problem.

Areva Analysis

Different concepts have been utilized to clarify the situations to get additional clearness concerning the scenario available.

McGregor's Concept X & Y: According to Douglas McGregor's Theory X, most managers believe that juniors are easy and careless, have little passion as well as stand up to adjustment. The hard version of this theory highlighted coercion, limited controls, hazards as well as punishments. In time it creates reduced performance, subtle sabotage and competition (Offer, 2003). Although the circumstance at Areva is not completely adhering to Theory X, it can be seen that new hires are discovering this setting instead stressful which may ultimately cause a higher inclination of the monitoring in the direction of Concept X. According to McGregor's supported view, which he called Theory Y, the important task of the monitoring is to prepare business conditions so that people can accomplish their own objectives best by directing their initiatives in the direction of business rewards. If people find no satisfaction in their job, the monitoring would have little option however to depend on theory X as well as outside control (Bargain, 2003). Even while examining Lewis's administration design, concept X might have appropriated in the procedures division somewhat however the Advertising division would call for dependence on Concept Y so as to get the imagination as well as creativity from the teams.

Tuckman's Team effort Theory: Regarding Lewis's concern regarding bringing consistency between the marketing and advertising division is worried, this would initially lead to clash as discussed by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). According to Tuckman's theory displayed in appendix 3, during the initial stage of group development, individuals may not bond, as they are active locating their area in the team. By incorporating the advertising and marketing department's job, there may be the same initial disconnect which can bring about the 2nd stage of 'storming' where the teams test each other. Nevertheless, it is just during the 3rd stage or 'norming' when they would integrate to share suggestions before the group can cause harmony in the fourth stage 'carrying out'.

When individuals are provided with adjustment, they go into phase one and also so there might be feelings like unhappiness, uncertainty, aggravation, anger, worry, denial and also disorientation.The circumstance at the marketing department of Areva is comparable so Lewis can obtain comfortable with the suggestion that it is not extraordinary habits. It is throughout this stage that Lewis will certainly have to offer guidance to the division so that they can locate a feeling of instructions. It can be seen how Krasnow has already made this shift much easier by making Lewis obtain involved in the department a year prior to his real separation.

Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has reviews the relevance of 'security needs as being a lower degree demand of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see how 'the demand to feel secure and also out of risk' is at the second level of demands. Before a staff member can be made to establish mentally, he requires to have his 'Physical 'and 'Security' requires satisfied.

SWOT Analysis for Areva Case Study

Implication of Analysis.

The OB analysis has actually taken a look at numerous theories to comprehend just how to manage the existing situation handy. The following three alternatives have been proposed to assist Lewis handle the business difficulties in the advertising division. Each of these options has been recommended for easing the transition required to bring the advertising and marketing division according to the needs of the market as well as for making the cultural modification that would comply with when the current leader leaves.

Assimilation of marketing and advertising features. Separating Adverting as well as Production functions. Assimilation of Marketing with Procedures.

Analysis of Alternatives.

Combination of Advertising And Marketing & Marketing Functions: The in-house advertising agency of Areva is already toughness for the organization in terms of conserving up on overheads related to advertising as well as promotion. Considering that no brand-new recruitment has actually been done after Bridget Cole's separation with the reporting line being straight appointed to Krasnow for the advertising and marketing feature, this is a beneficial chance for incorporating the marketing and advertising features. Judith Shapiro who has earlier been spoken with by Lewis during the earlier merger days has proficiency in business-to-business marketing together with company and also retail advertising and marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to handle both advertising and marketing functions.

The advantage of this technique is that it will integrate both features while reducing the requirement for employing an added resource for advertising. Lewis would certainly be heading the marketing division as well as in any case her replacement would certainly be needed for the existing duty that she is executing. The drawback of this option is that outside hiring might produce animosity from inner employees who may be eying the position of EVP after Lewis takes over Krasnow's placement.

Separating Adverting and also Production: Offered the competitive stress and also high top quality job required from the advertising and marketing firm, it is recommended that Lewis ought to enable the manufacturing system to be a different feature from the marketing unit. Given that a lot of marketing agencies had these 2 features as separate devices, it makes even more sense to follow the standard.

Integration of Advertising with Operations: Given that Lewis is currently taking treatment of the advertising as well as operations departments at the same time; it makes feeling to integrate the 2 functions given that she has been effectively taking care of both ends. The fact that Lewis has to adjust her monitoring style for the advertising and marketing department suggests that these 2 departments would certainly be culturally diverse.


An assessment of the three alternatives indicates that combination of advertising and also procedures would certainly not be a possible move due to the huge differences between both departments although that presently Lewis is dealing with both. While splitting up of the production feature may have been a positive relocation for the marketing division, the truth that it would suggest putting a third feature under Lewis's wing suggests this should be prevented as well. The assimilation of the advertising and marketing division is the best option in terms of getting the ideal results from the department. An action prepare for this alternative is talked about listed below.

Activity Plan.

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

Advertising and Marketing functions would certainly be combined.

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

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

Lewis will divide herself from procedures.

A democratic leadership style with employee empowerment will certainly be utilized in advertising and marketing department.

Open door policy and also emphasis on cross department interaction will certainly be targeted at removing dissonance.

Contingency plan.

If the integration does not exercise as planned, a backup strategy would certainly adhere to which would certainly divide the manufacturing function from the advertising and marketing feature to reduce the tons on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will be heading the marketing division without an SVP. Because case the manufacturing feature will absolutely be divided by placing it under an SVP production.