Barrys Batting Cages Ltd Case Study Analysis


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Background and Facts

Barrys Batting Cages Ltd an office products store for small and also moderate sized businesses has lately been associated with planning for a merger with its rival House Deport, which has actually affected performance levels in departmentswith the senior manager associated with lawful issues put forth by the federal Trade Commission. With the Advertising and marketing Head putting forward the news of his departure from the company in one year, Jeannie Lewis, the present head of procedures has been asked to take the role in the future. With obstacles in the form of a prospective cultural change as well as reduced staff member spirits, the organization wants a total reengineering effort at the advertising department.

Trouble Statement
Porter's 5 Forces Analysis
The potential social modification at the marketing department of Barrys Batting Cages Ltd is raising uncertainty in the working environment leading to different challenges for the Jeannie Lewis who would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in impacting tactical decisions given that Stapes Inc. had to abandon its plans of merging with Office Deport after the Federal Profession Commission's treatment at the same time. Offered the fact that the store has a global existence with branches in UK, USA, Canada and Germany, political factors in each of these countries may have the ability to impact efficiency or critical objectives. Federal Profession Commission's antitrust fit versus the merging occupied valuable time of the company's senior monitoring recommending that 'political' factors can have major effects for a global organisation.

Economic Factors: Financial factors such as the appearance of small businesses in the international situation recommend that Barrys Batting Cages Ltd is thriving in an atmosphere where there is possible development of organisations. In addition to this, reality that shop consumers are mainly searching for office products for home offices suggests that the marketplace has a climbing trend of business owners and also home based companies.

Social factors: Social trends in the economy reveal that customers are seeking ease as well as attractive prices. Marketing research shows how the customer for Barrys Batting Cages Ltd does not have understanding concerning locating services which can supply a combination of convenience as well as inexpensive.

Technological factors: Innovation plays a crucial role in Barrys Batting Cages Ltd's company approach particularly as the organization is piloting Technology facilities which would certainly use technology sales as well as support in the type of memory upgrades, outer installments. (Recap of BUG in appendix 2).

OB Issues as well as Symptoms.

Numerous underlying Business Habits concerns can be seen in Barrys Batting Cages Ltd's case as highlighted in this area.

Concerns regarding social change: There is uneasiness about a social adjustment that would happen when Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Marketing with a lot of the employee currently showing discontent over this possible step. This predicted change has actually produced stress and anxiety in the work environment which has been paired with the past anxiety of preparing the company for a potential merger with Residence Deport.
Pest Analysis
Demanding Task Atmosphere for Newcomers: There is shortage of workers that can match the stressful setting of a hectic company. Not just does this result in problem in finding the right individuals, it puts tension on brand-new hires as can not withstand the pace as well as pressure that the company anticipates them to bear.

Twin Coverage Lines: Newcomers discover this business society cumbersome and difficult to manage specifically as populated line connections are indicated to be weaker in general and objective setup and performance analysis is still done by the solid line supervisor. This indicates that newbies might lose clarity concerning their respective functions and also objectives particularly as dotted line coverage does not maintain them in straight interaction with the solid line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles even though it had been speculated that the latter would certainly take Krasnow's setting came as a strike to her morale. Lewis might have been qualified as well as ideal for the work yet the reality that Kransnow's separation would make Coles a direct report to Lewis might have been the factor for Coles' resignation from solutions.

Fear & Task Insecurity: Anxiety and also insecurity can be recognized as two major concerns that Lewis would certainly be managing particularly as the merger has actually now be cancelled and two senior execs of the advertising division would be leaving. The whole responsibility of the department would certainly be dropping on Lewis's shoulders that would not just be in charge of brining concerning a social adjustment but would likewise need to prove herself in her new role.

Incompatible Monitoring Style of Leader: Lewis's management style as well as its incompatibility with the advertising and marketing division's duty can additionally be seen as an OB challenge specifically as she has been made use of to taking care of issues in the operations department where employees are educated to focus on procedures and also obtain them right. The advertising division on the various other hand can be viewed as a team of people that are used to being supported by Krasnow that focused extra on output than procedures.

Interdepartmental Disputes: Interdepartmental disagreements between three divisions, advertising, merchandizing as well as procedures specifically over the allowance of the marketing mix can be determined as an additional OB worry. The advertising and marketing division does not share the exact same vision as the other two departments relating to the aloocation of the advertising mix twoards promotions as well as advertsing, the merchandizing and operations departments do not agree over the advertising mix allocation among one an additional either.

Fragmentation in Advertising And Marketing Division: Fragmentation between the advertising and marketing departments can be identified as an additional OB issue which might need further attention. The truth that the advertising and marketing sections in the marketing department are detached is preventing both divisions from gaining from each other's experience and also competence. Assimilation of advertising and marketing with merchandising as well as operations would become more difficult if the advertising department itself is degenerated which can be an additional potential OB problem.

Barrys Batting Cages Ltd Analysis

Numerous theories have been made use of to explain the scenarios to obtain more quality about the scenario at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of managers think that juniors are easy as well as careless, have little ambition and stand up to modification. The hard version of this theory stressed threat, tight controls, threats as well as penalties. In time it generates low performance, refined sabotage and rivalry (Bargain, 2003). The situation at Barrys Batting Cages Ltd is not completely following Theory X, it can be seen that brand-new hires are locating this environment instead stressful which may ultimately lead to a higher inclination of the management in the direction of Theory X. According to McGregor's advocated sight, which he called Theory Y, the important task of the administration is to organize organizational problems to ensure that individuals can attain their own objectives best by routing their efforts in the direction of organizational rewards. If people discover no complete satisfaction in their work, the administration would have little selection however to rely on concept X and also outside control (Bargain, 2003). Also while examining Lewis's monitoring style, theory X may have appropriated in the procedures division to some extent but the Marketing division would require reliance on Concept Y so as to get the creativity and creativity from the groups.

Tuckman's Synergy Theory: As for Lewis's issue regarding bringing harmony between the advertising and marketing department is concerned, this would at first bring about conflict as discussed by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). As per Tuckman's theory displayed in appendix 3, during the initial stage of group growth, individuals may not bond, as they are hectic finding their place in the group. By incorporating the marketing and advertising division's work, there might coincide preliminary separate which might lead to the 2nd stage of 'storming' where the teams challenge each other. It is just during the third stage or 'norming' when they would come together to share concepts before the team can bring about synergy in the 4th phase 'doing'.

Bridges' Shift Model: According To William Bridge's theory (appendix 4), people are rather awkward with modification, which is obvious by the scenario at Barrys Batting Cages Ltd The circumstance can be viewed as a typical training course of life if is examined as per Bridge's theory where he describes that people undergo 3 stages of shift when they experience change. 'End, losing and also Letting go', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals exist with change, they go into phase one therefore there may be feelings like unhappiness, unpredictability, irritation, anger, anxiety, denial and disorientation.The scenario at the marketing department of Barrys Batting Cages Ltd is similar so Lewis can get comfy with the idea that it is not phenomenal behavior. In the second stage, there might be a demand to link the space between the brand-new and old society so Lewis might have to encounter this ordeal when Krasnow leaves. There might be reduced morale as well as reduced performance at this phase which should not be taken as a problem. It is throughout this phase that Lewis will need to give support to the department to ensure that they can find a sense of direction. It can be seen how Krasnow has actually already made this shift simpler by making Lewis obtain involved in the division a year prior to his actual separation. According to Bridges' Design, stage 3 will cause openness to discovering, High power and commitment as people will certainly welcome the change (Bridges, 2004).
Vrio Analysis
Maslow's Demand power structure: The OB concern pertaining to instability at the workplace has been activated to start with by the change in management and also secondly by the reality that the merger will no longer be initiated. Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has talks about the importance of 'safety requires as being a lower degree need of a human for activating motivation. As seen in the pyramid cooperated appendix 3, we can see how 'the need to really feel protected and safe' is at the second degree of requirements. Before an employee can be made to create emotionally, he needs to have his 'Physical 'as well as 'Safety and security' needs satisfied. This shows that unless the employees are made to feel safe regarding their present work standing in Barrys Batting Cages Ltd they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Barrys Batting Cages Ltd Case Study

Ramification of Analysis.

The OB analysis has considered various concepts to recognize how to cope with the present circumstance handy. The adhering to 3 options have been recommended to assist Lewis handle the organizational difficulties in the advertising and marketing department. Each of these choices has been recommended for easing the transition required to bring the advertising and marketing department in line with the needs of the marketplace and also for making the cultural modification that would certainly follow once the existing leader leaves.

Assimilation of advertising and marketing functions. Separating Adverting and Production functions. Assimilation of Advertising And Marketing with Workflow.

Evaluation of Alternatives.

Combination of Advertising And Marketing & Advertising And Marketing Functions: The in-house advertising and marketing firm of Barrys Batting Cages Ltd is currently strength for the organization in terms of conserving up on expenses associated with marketing and also promo. Considering that no brand-new recruitment has been done after Bridget Cole's departure with the reporting line being directly assigned to Krasnow for the advertising and marketing feature, this is a positive possibility for integrating the marketing and advertising features. Judith Shapiro who has actually earlier been interviewed by Lewis during the earlier merger days has competence 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 marketing to manage both advertising and marketing functions.

The benefit of this strategy is that it will certainly integrate the two functions while decreasing the need for employing an additional source for advertising and marketing. In addition to this, Lewis would certainly be heading the marketing division as well as regardless her replacement would be needed for the existing duty that she is carrying out. The negative aspect of this alternative is that exterior hiring might cause resentment from inner employees who may be eying the placement of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and also Manufacturing: Provided the competitive pressures and top quality work called for from the advertising agency, it is suggested that Lewis must allow the manufacturing unit to be a separate function from the advertising and marketing device. Since many advertising agencies had these 2 functions as separate units, it makes even more feeling to adhere to the norm. Both features might be able to focus on their core triggers extra successfully. The drawback of this technique would be that additional expenses would have to be birthed for establishing up different manufacturing features. A production head might have to be hired which can raise overheads for the organization.

Assimilation of Advertising with Procedures: Considering that Lewis is already taking treatment of the advertising and marketing as well as operations departments concurrently; it makes sense to integrate the two functions since she has been successfully taking care of both ends. The fact that Lewis has to adjust her administration style for the advertising division recommends that these two departments would be culturally varied.


An examination of the three alternatives suggests that integration of marketing and also procedures would certainly not be a possible step because of the substantial differences between both departments although that presently Lewis is dealing with both. While splitting up of the manufacturing function might have been a favorable relocation for the marketing division, the truth that it would imply placing a 3rd function under Lewis's wing implies this should be avoided too. The assimilation of the advertising and marketing division is the very best option in terms of obtaining the optimal arise from the division. An action plan for this alternative is talked about listed below.

Action Plan.
Lewis will certainly take over the role of EVP Advertising after Krasnow leaves.

Advertising and Marketing functions would be combined.

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

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

Lewis will separate herself from operations.

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

Open up door plan as well as emphasis on cross departmental interaction will be targeted at getting rid of dissonance.

Contingency strategy.

If the combination does not work out as intended, a contingency strategy would comply with which would certainly separate the manufacturing feature from the advertising function to lower the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get worked with, Lewis will be heading the marketing department without an SVP. In that case the production feature will most definitely be divided by putting it under an SVP production.