Atandt Paradyne Case Study Solution


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Atandt Paradyne Case Study Solution

Background and Facts

Atandt Paradyne an office supplies store for tiny and also average sized businesses has actually lately been involved in planning for a merging with its rival Home Deport, which has impacted efficiency degrees in departmentswith the senior supervisor associated with lawful issues put forth by the government Trade Compensation. With the Marketing Head advancing the information of his departure from the company in one year, Jeannie Lewis, the existing head of operations has been asked to take the duty in the future. With obstacles in the form of a possible cultural change as well as low staff member morale, the organization is in need of a full reengineering effort at the advertising division.

Problem Statement
Porter's 5 Forces Analysis
The prospective social modification at the advertising division of Atandt Paradyne is increasing uncertainty in the workplace resulting in various difficulties 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 duty in impacting tactical choices since Stapes Inc. had to abandon its plans of merging with Office Deport after the Federal Profession Payment's treatment in the process. Offered the truth that the store has a global visibility with branches in UK, UNITED STATES, Canada and Germany, political consider each of these nations might be able to impact efficiency or calculated objectives. Federal Trade Payment's antitrust suit against the merging took up beneficial time of the organization's elderly management recommending that 'political' factors can have significant effects for a worldwide organisation.

Economic Factors: Financial factors such as the development of small businesses in the global scenario recommend that Atandt Paradyne is growing in a setting where there is potential development of services. Reality that shop clients are primarily looking for office supplies for residence workplaces recommends that the market has a climbing trend of business owners as well as house based services.

Social factors: Social trends in the economy reveal that consumers are trying to find convenience along with attractive costs. Marketing research demonstrates how the consumer for Atandt Paradyne lacks awareness concerning discovering services which can supply a combination of ease and affordable.

Technological factors: Technology plays an essential role in Atandt Paradyne's business strategy specifically as the company is piloting Innovation facilities which would offer technology sales and also support in the kind of memory upgrades, outer installments. (Recap of BUG in appendix 2).

OB Issues and also Effects.

Several underlying Business Behavior issues can be seen in Atandt Paradyne's case as highlighted in this area.

Apprehensions concerning cultural adjustment: There is uneasiness concerning a cultural adjustment that would happen when Todd Krasnow leaves from his placement as the Exec Vice President of Advertising And Marketing with a lot of the team member already revealing unhappiness over this possible relocation. This expected change has produced anxiety in the workplace which has actually been combined with the previous tension of preparing the firm for a potential merger with Home Deport.
Pest Analysis
Stressful Job Atmosphere for Newcomers: There is lack of personnel that can match the demanding setting of a hectic organization. Not just does this lead to difficulty in finding the appropriate people, it puts stress and anxiety on brand-new hires as can not endure the rate and also stress that the organization anticipates them to bear.

Dual Reporting Lines: Beginners locate this business society cumbersome as well as hard to manage especially as populated line connections are indicated to be weaker in general and objective setting as well as efficiency examination is still done by the solid line supervisor. This indicates that newcomers can shed quality concerning their corresponding roles and also purposes particularly as dotted line reporting does not maintain them in straight communication with the solid line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles even though it had actually been speculated that the latter would take Krasnow's placement came as a blow to her spirits. Lewis might have been capable and also appropriate for the job but the fact that Kransnow's departure would make Coles a straight record to Lewis might have been the reason for Coles' resignation from services.

Concern & Task Insecurity: Anxiety and also insecurity can be determined as two major problems that Lewis would be handling specifically as the merging has actually now be terminated and two elderly executives of the advertising department would certainly be leaving. The whole duty of the department would certainly be dropping on Lewis's shoulders who would not simply be in charge of brining concerning a social change but would certainly also have to show herself in her brand-new duty.

Incompatible Management Design of Leader: Lewis's monitoring style and also its conflict with the advertising department's role can additionally be seen as an OB obstacle particularly as she has actually been made use of to dealing with problems in the procedures department where personnel are taught to concentrate on processes and also get them right. The marketing division on the other hand can be seen as a team of individuals who are utilized to being supported by Krasnow who focused more on output than processes.

Interdepartmental Arguments: Interdepartmental disputes in between three departments, advertising and marketing, merchandizing and also operations respectively over the allowance of the advertising and marketing mix can be recognized as an additional OB issue. Although the advertising department does not share the very same vision as the various other two divisions regarding the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing and also procedures divisions do not concur over the advertising mix allotment among one another either.

Disintegration in Marketing Department: Fragmentation in between the advertising and marketing divisions can be determined as another OB concern which can require more attention. The reality that the marketing and advertising areas in the marketing department are detached is preventing both divisions from acquiring from each various other's experience and also proficiency. Integration of marketing with merchandising as well as procedures would certainly end up being more difficult if the marketing division itself is degenerated which can be another possible OB concern.

Atandt Paradyne Analysis

Different theories have been utilized to discuss the scenarios to get additional clearness concerning the circumstance available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of supervisors believe that subordinates are easy and lazy, have little ambition and also withstand modification. The situation at Atandt Paradyne is not entirely following Concept X, it can be seen that brand-new hires are locating this setting instead demanding which may ultimately lead to a higher inclination of the administration towards Theory X. Also while evaluating Lewis's management design, concept X might have been suitable in the procedures division to some degree but the Advertising and marketing division would require reliance on Concept Y in order to get the imagination and also originality from the teams.

Tuckman's Teamwork Concept: As far as Lewis's worry concerning bringing harmony between the marketing and advertising department is concerned, this would at first cause clash as discussed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). Based on Tuckman's concept displayed in appendix 3, during the initial phase of team development, people may not bond, as they are busy locating their location in the group. By combining the advertising and marketing department's job, there might be the same initial disconnect which could bring about the second phase of 'storming' where the teams test one another. However, it is just during the 3rd phase or 'norming' when they would certainly collaborate to share concepts prior to the group can cause harmony in the 4th phase 'doing'.

Bridges' Transition Version: According To William Bridge's concept (appendix 4), individuals are rather uneasy with change, which is evident by the circumstance at Atandt Paradyne The circumstance can be viewed as a typical course of life if is studied according to Bridge's theory where he explains that individuals experience three phases of transition when they experience change. 'Ending, losing and also Releasing', The Neutral Area and also 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they enter stage one and so there may be emotions like despair, unpredictability, irritation, anger, worry, rejection and also disorientation.The scenario at the advertising and marketing division of Atandt Paradyne is comparable so Lewis can obtain comfy with the idea that it is not extraordinary habits. In the 2nd stage, there might be a need to link the space in between the brand-new and old culture so Lewis might have to face this challenge once Krasnow leaves. There might be low morale and low performance at this phase which should not be taken as a trouble. It is throughout this phase that Lewis will certainly need to provide assistance to the department so that they can locate an orientation. It can be seen exactly how Krasnow has actually currently made this shift easier by making Lewis get involved in the department a year prior to his actual separation. As per Bridges' Model, stage three will certainly bring about openness to discovering, High energy as well as dedication as people will embrace the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has discusses the value of 'security requires as being a reduced level need of a human for setting off motivation. As seen in the pyramid shared in appendix 3, we can see how 'the demand to really feel secure and also out of threat' is at the 2nd level of needs. Prior to a staff member can be made to create psychologically, he needs to have his 'Physical 'and also 'Safety and security' requires fulfilled.

SWOT Analysis for Atandt Paradyne Case Study

Implication of Analysis.

The OB analysis has actually checked out various theories to understand exactly how to deal with the existing situation handy. The adhering to three alternatives have actually been recommended to assist Lewis manage the business obstacles in the marketing division. Each of these alternatives has actually been suggested for relieving the change needed to bring the marketing division in accordance with the requirements of the market and for making the social change that would comply with as soon as the current leader leaves.

Combination of marketing and advertising features. Dividing Adverting as well as Manufacturing functions. Integration of Marketing with Procedures.

Analysis of Alternatives.

Judith Shapiro that has actually earlier been spoken with by Lewis throughout the earlier merger days has proficiency in business-to-business marketing along with firm and retail advertising and marketing experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to take care of both advertising and marketing as well as marketing features.

The advantage of this method is that it will certainly integrate both features while reducing the need for hiring an added source for advertising. Lewis would certainly be heading the advertising and marketing division and also in any case her substitute would certainly be needed for the existing function that she is performing. The disadvantage of this choice is that exterior hiring might produce bitterness from interior personnel who may be looking at the setting of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting as well as Manufacturing: Given the competitive pressures and also high top quality work needed from the advertising and marketing firm, it is suggested that Lewis must permit the manufacturing unit to be a separate feature from the marketing unit. Because the majority of advertising companies had these 2 features as separate devices, it makes more sense to comply with the standard.

Combination of Advertising And Marketing with Workflows: Given that Lewis is currently looking after the marketing and operations departments simultaneously; it makes good sense to integrate both features since she has been effectively caring for both ends. The reality that both departments already have significant distinctions over appropriation of resources suggests that this combination might have the ability to produce consistency specifically as Lewis would be heading both ends.However there are numerous downsides of this relocation particularly as it would certainly place too much burden over Lewis's shoulders. The fact that Lewis has to adjust her monitoring design for the advertising division recommends that these 2 departments would certainly be culturally varied. Along with this, Lewis might not be able to apply one sort of management design to both divisions which might cause ineffectiveness in either among the two functions.


An analysis of the three options indicates that combination of advertising as well as operations would not be a practical step as a result of the large distinctions between both divisions although that currently Lewis is handling both. While separation of the manufacturing function might have been a positive step for the marketing division, the reality that it would mean placing a third function under Lewis's wing indicates this should be stayed clear of too. The assimilation of the marketing division is the best choice in terms of obtaining the optimal arise from the division. An activity plan for this alternative is talked about listed below.

Action Plan.
Lewis will take control of the role of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing features would be merged.

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

Manufacturing function will certainly remain part of marketing under marketing function.

Lewis will separate herself from procedures.

An autonomous management design with employee empowerment will certainly be made use of in advertising department.

Open door policy and also focus on cross department interaction will be targeted at eliminating disharmony.

Backup strategy.

If the integration does not work out as planned, a backup strategy would certainly follow which would separate the manufacturing feature from the advertising and marketing function to lower the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing function will most definitely be separated by positioning it under an SVP production.