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Atento Managing The Employee Lifecycle In Brazil Case Study Analysis

Background and Facts

Atento Managing The Employee Lifecycle In Brazil an office supplies seller for small and medium sized companies has actually lately been associated with preparing for a merger with its competitor Home Deport, which has actually influenced effectiveness degrees in departmentswith the senior manager associated with legal issues put forth by the government Trade Compensation. With the Advertising and marketing Head advancing the information 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 difficulties in the form of a prospective cultural change and also reduced staff member morale, the company wants a total reengineering effort at the advertising department.

Trouble Declaration
Porter's 5 Forces Analysis
The possible cultural modification at the advertising division of Atento Managing The Employee Lifecycle In Brazil is raising unpredictability in the workplace causing various difficulties 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 role in influencing tactical decisions since Stapes Inc. needed to desert its plans of merging with Office Deport after the Federal Profession Payment's intervention in the process. Offered the fact that the shop has a global visibility with branches in UK, U.S.A., Canada as well as Germany, political consider each of these nations might be able to influence performance or calculated objectives. Federal Trade Payment's antitrust suit against the merger used up beneficial time of the company's elderly administration suggesting that 'political' factors can have major implications for a worldwide company.

Economic Factors: Financial factors such as the introduction of small companies in the international situation recommend that Atento Managing The Employee Lifecycle In Brazil is thriving in an atmosphere where there is possible development of services. Fact that shop consumers are primarily looking for office products for house workplaces recommends that the market has an increasing trend of business owners as well as residence based businesses.

Social factors: Social patterns in the economic climate show that clients are seeking comfort in addition to attractive costs. Marketing research demonstrates how the client for Atento Managing The Employee Lifecycle In Brazil lacks awareness about locating services which can supply a mix of benefit as well as inexpensive.

Technological factors: Innovation plays an important function in Atento Managing The Employee Lifecycle In Brazil's company strategy particularly as the company is piloting Technology facilities which would certainly offer modern technology sales and assistance in the type of memory upgrades, outer setups. (Recap of INSECT in appendix 2).

OB Issues and also Symptoms.

Several underlying Business Habits issues can be seen in Atento Managing The Employee Lifecycle In Brazil's case as highlighted in this area.

Concerns concerning social change: There is uneasiness about a social change that would certainly take place once Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Marketing with most of the personnel already revealing unhappiness over this prospective step. This predicted adjustment has actually created anxiety in the workplace which has been paired with the previous stress and anxiety of preparing the company for a possible merger with Home Deport.
Pest Analysis
Demanding Task Atmosphere for Newcomers: There is lack of employees that can match the difficult atmosphere of a busy organization. Not only does this bring about difficulty in locating the best people, it places anxiety on brand-new hires as can not hold up against the rate and also stress that the organization anticipates them to bear.

Double Coverage Lines: Newbies discover this organizational culture difficult as well as tough to cope with specifically as dotted line connections are meant to be weaker as a whole as well as unbiased setup as well as performance examination is still done by the solid line supervisor. This means that newcomers could lose clearness regarding their corresponding functions and objectives particularly as populated line reporting does not maintain them in straight communication with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles even though it had been hypothesized that the latter would take Krasnow's placement came as a blow to her spirits. Lewis might have been qualified and also appropriate for the work yet the fact that Kransnow's departure would certainly make Coles a straight report to Lewis might have been the reason for Coles' resignation from services.

Anxiety & Job Insecurity: Fear and also insecurity can be determined as 2 significant worries that Lewis would certainly be dealing with especially as the merger has actually currently be cancelled and also two senior executives of the advertising and marketing department would certainly be leaving. The entire obligation of the division would be falling on Lewis's shoulders that would certainly not simply be in charge of brining regarding a social adjustment yet would likewise have to show herself in her brand-new role.

Inappropriate Monitoring Style of Leader: Lewis's management style and its conflict with the advertising department's role can additionally be seen as an OB difficulty particularly as she has actually been used to dealing with issues in the procedures department where workers are taught to focus on processes and obtain them. The marketing department on the other hand can be viewed as a group of people who are used to being nurtured by Krasnow that focused more on outcome than procedures.

Interdepartmental Disputes: Interdepartmental disputes in between three departments, advertising and marketing, merchandizing and operations respectively over the allotment of the advertising and marketing mix can be determined as an additional OB problem. The advertising and marketing department does not share the very same vision as the other two departments relating to the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing as well as operations divisions do not concur over the advertising and marketing mix allowance amongst one an additional either.

Disintegration in Advertising Department: Fragmentation in between the advertising and marketing departments can be recognized as an additional OB concern which might need more attention. The reality that the marketing and advertising areas in the marketing division are detached is avoiding both divisions from getting from each various other's experience as well as expertise. Assimilation of advertising and marketing with retailing and procedures would come to be harder if the advertising and marketing division itself is disintegrated which can be another prospective OB concern.

Atento Managing The Employee Lifecycle In Brazil Analysis

Numerous concepts have actually been utilized to clarify the situations to obtain additional quality regarding the circumstance handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, many supervisors believe that subordinates are easy and careless, have little passion as well as stand up to adjustment. The circumstance at Atento Managing The Employee Lifecycle In Brazil is not entirely following Theory X, it can be seen that brand-new hires are finding this environment rather stressful which might at some point lead to a higher inclination of the administration in the direction of Theory X. Also while examining Lewis's administration design, theory X may have been appropriate in the procedures department to some degree but the Advertising division would certainly require reliance on Theory Y in order to obtain the creativity and also originality from the teams.

Tuckman's Teamwork Concept: As much as Lewis's problem concerning bringing consistency in between the marketing and also marketing department is worried, this would initially lead to conflict as gone over by Bruce Tuckman in his 'Teamwork Concept'. By incorporating the marketing as well as advertising department's job, there may be the very same first disconnect which might lead to the 2nd phase of 'storming' where the teams challenge one an additional.

When individuals are provided with modification, they go into stage one and so there may be emotions like unhappiness, uncertainty, stress, temper, anxiety, denial and also disorientation.The situation at the marketing division of Atento Managing The Employee Lifecycle In Brazil is comparable so Lewis can get comfy with the idea that it is not remarkable behavior. It is throughout this phase that Lewis will have to provide assistance to the division so that they can find a sense of direction. It can be seen just how Krasnow has currently made this change much easier by making Lewis obtain included in the department a year before his real separation.
Vrio Analysis
Abraham Maslow in his Theory of 'Needs Hierarchy' (appendix 5) has goes over the importance of 'safety and security needs as being a reduced level requirement of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe and secure as well as out of danger' is at the 2nd level of requirements. Prior to a staff member can be made to establish mentally, he needs to have his 'Physiological 'and 'Security' needs fulfilled.

SWOT Analysis for Atento Managing The Employee Lifecycle In Brazil Case Study

Implication of Analysis.

The OB analysis has considered numerous concepts to recognize how to cope with the current situation available. The adhering to 3 alternatives have been proposed to help Lewis handle the business difficulties in the advertising and marketing department. Each of these choices has actually been recommended for relieving the shift needed to bring the marketing department according to the requirements of the market and also for making the cultural change that would certainly follow when the existing leader leaves.

Combination of advertising and marketing functions. Separating Adverting and also Manufacturing features. Assimilation of Marketing with Operations.

Evaluation of Alternatives.

Judith Shapiro that has earlier been spoken with by Lewis throughout the earlier merging days has competence in business-to-business marketing along with firm and also retail advertising and marketing experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to take care of both advertising and marketing and also marketing functions.

The advantage of this approach is that it will incorporate both functions while minimizing the requirement for working with an extra source for advertising. In addition to this, Lewis would certainly be heading the advertising and marketing department and also in any case her substitute would be needed for the present duty that she is doing. The downside of this choice is that outside hiring may cause resentment from interior workers that might be looking at the position of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and also Production: Provided the affordable stress and also high top quality work required from the marketing firm, it is recommended that Lewis ought to allow the production system to be a separate function from the advertising and marketing device. Considering that many advertising firms had these 2 features as different units, it makes even more sense to adhere to the standard.

Combination of Marketing with Workflows: Considering that Lewis is already looking after the advertising and marketing as well as procedures divisions simultaneously; it makes sense to incorporate both functions given that she has actually been successfully looking after both ends. The fact that both departments currently have significant distinctions over appropriation of resources recommends that this integration might be able to produce consistency specifically as Lewis would be heading both ends.However there are different disadvantages of this relocation specifically as it would put too much worry over Lewis's shoulders. The truth that Lewis has to adapt her monitoring style for the marketing department recommends that these 2 departments would be culturally diverse. Lewis may not be able to apply one type of leadership design to both departments which could result in inefficiency in either one of the two features.


An examination of the three options shows that combination of advertising and also procedures would not be a possible action because of the huge differences in between both departments despite the fact that currently Lewis is managing both. While separation of the production feature may have been a favorable relocation for the marketing department, the fact that it would imply putting a 3rd feature under Lewis's wing means this should be stayed clear of as well. The integration of the advertising and marketing department is the most effective option in regards to obtaining the optimum results from the division. An action plan for this choice is reviewed below.

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

Advertising and Marketing functions would certainly be combined.

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

Manufacturing function will remain part of advertising and marketing under marketing function.

Lewis will separate herself from procedures.

A democratic leadership style with employee empowerment will certainly be made use of in advertising division.

Open up door policy and focus on cross departmental communication will certainly be targeted at getting rid of dissonance.

Contingency plan.

If the integration does not exercise as prepared, a contingency strategy would certainly comply with which would certainly separate the manufacturing function from the advertising and marketing feature to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will be heading the marketing department without an SVP. Because case the manufacturing feature will certainly be separated by positioning it under an SVP manufacturing.