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Bausch And Lomb Inc B Case Study Solution

Background and Facts

Bausch And Lomb Inc B a workplace materials store for little as well as average sized companies has recently been associated with planning for a merger with its rival Home Deport, which has affected effectiveness levels in departmentswith the elderly supervisor involved in legal difficulties presented by the federal Profession Payment. With the Advertising Head putting forward the news of his departure from the business in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the duty in the future. With obstacles in the type of a potential cultural modification as well as reduced worker morale, the company needs a total reengineering effort at the advertising and marketing division.

Issue Declaration
Porter's 5 Forces Analysis
The possible social change at the advertising and marketing division of Bausch And Lomb Inc B is boosting unpredictability in the working environment leading to different challenges 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 duty in influencing strategic decisions since Stapes Inc. had to abandon its strategies of merging with Office Deport after the Federal Trade Commission's treatment at the same time. Given the fact that the store has a worldwide visibility with branches in UK, USA, Canada and also Germany, political consider each of these nations might have the ability to impact efficiency or tactical goals. Federal Trade Payment's antitrust fit against the merging occupied beneficial time of the organization's senior management recommending that 'political' factors can have significant effects for a worldwide organisation.

Economic Factors: Financial factors such as the development of local business in the international situation suggest that Bausch And Lomb Inc B is thriving in a setting where there is possible development of companies. Reality that store customers are primarily looking for workplace products for residence workplaces recommends that the market has a climbing fad of entrepreneurs and also residence based services.

Social factors: Social patterns in the economy reveal that customers are seeking convenience along with attractive prices. Market research shows how the client for Bausch And Lomb Inc B lacks recognition about finding remedies which can use a combination of comfort as well as affordable.

Technological factors: Modern technology plays a crucial function in Bausch And Lomb Inc B's organisation approach especially as the company is piloting Technology centers which would certainly supply modern technology sales as well as assistance in the form of memory upgrades, outer installations. (Summary of PARASITE in appendix 2).

OB Issues and also Manifestations.

Numerous underlying Business Habits problems can be seen in Bausch And Lomb Inc B's case as highlighted in this section.

Apprehensions concerning social adjustment: There is uneasiness concerning a social adjustment that would certainly occur as soon as Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising with a lot of the employee already revealing discontent over this prospective relocation. This predicted modification has actually created tension in the office which has actually been paired with the previous tension of preparing the firm for a prospective merger with Residence Deport.
Pest Analysis
Difficult Job Environment for Newcomers: There is scarcity of employees that can match the difficult environment of a busy organization. Not just does this result in difficulty in finding the right individuals, it puts stress and anxiety on brand-new hires as can not withstand the pace and also pressure that the company expects them to birth.

Twin Reporting Lines: Novices locate this business society troublesome and challenging to cope with especially as populated line connections are implied to be weaker generally and also unbiased setting and also performance analysis is still done by the strong line supervisor. This implies that novices might shed clearness concerning their corresponding functions as well as objectives especially as dotted line coverage does not keep them in straight communication with the solid line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles despite the fact that it had been guessed that the last would certainly take Krasnow's position came as a blow to her morale. Lewis might have been qualified as well as appropriate for the task however the truth that Kransnow's separation would certainly make Coles a straight report to Lewis might have been the factor for Coles' resignation from solutions.

Anxiety & Work Insecurity: Anxiety and insecurity can be identified as two major worries that Lewis would certainly be dealing with especially as the merging has currently be cancelled and two senior executives of the advertising division would be leaving. The whole obligation of the division would certainly be falling on Lewis's shoulders that would not simply be in charge of brining regarding a cultural change however would additionally need to confirm herself in her brand-new role.

Incompatible Administration Style of Leader: Lewis's administration style as well as its conflict with the advertising department's duty can likewise be viewed as an OB difficulty particularly as she has been utilized to handling concerns in the procedures department where personnel are shown to focus on processes and also get them right. The marketing department on the various other hand can be seen as a group of people who are used to being supported by Krasnow who focused a lot more on output than procedures.

Interdepartmental Differences: Interdepartmental disagreements between 3 departments, advertising, merchandizing and also procedures respectively over the allocation of the advertising and marketing mix can be identified as an additional OB worry. The advertising and marketing division does not share the exact same vision as the various other two divisions regarding the aloocation of the marketing mix twoards promotions and advertsing, the merchandizing and also operations divisions do not concur over the advertising and marketing mix allocation amongst one an additional either.

Fragmentation in Advertising And Marketing Division: Fragmentation in between the marketing and advertising divisions can be identified as another OB concern which could need more focus. The fact that the marketing and advertising sections in the advertising and marketing division are detached is protecting against both divisions from getting from each other's experience and also proficiency. Integration of advertising and marketing with retailing and operations would end up being harder if the marketing division itself is degenerated which can be an additional possible OB issue.

Bausch And Lomb Inc B Analysis

Various concepts have been made use of to explain the scenarios to obtain further quality concerning the scenario available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most managers think that subordinates are passive and also careless, have little ambition and also withstand adjustment. The difficult version of this theory stressed browbeating, tight controls, hazards and also penalties. Gradually it generates low productivity, refined sabotage and also competition (Deal, 2003). Although the scenario at Bausch And Lomb Inc B is not totally complying with Theory X, it can be seen that brand-new hires are locating this atmosphere rather stressful which may at some point lead to a greater disposition of the administration towards Concept X. Based on McGregor's supported view, which he called Concept Y, the necessary job of the administration is to arrange business problems to make sure that people can attain their very own goals best by guiding their efforts towards organizational rewards. If people locate no complete satisfaction in their job, the monitoring would certainly have little selection however to rely upon theory X as well as external control (Bargain, 2003). Even while evaluating Lewis's monitoring design, theory X might have appropriated in the operations department to some extent but the Marketing department would certainly need reliance on Theory Y to get the creativity and creativity from the teams.

Tuckman's Synergy Concept: As for Lewis's issue regarding bringing consistency between the advertising and marketing division is worried, this would initially bring about conflict as reviewed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). According to Tuckman's theory shown in appendix 3, during the preliminary phase of group advancement, individuals may not bond, as they are hectic finding their location in the team. By combining the marketing and advertising division's work, there might be the same initial separate which can bring about the second phase of 'storming' where the teams challenge one another. However, it is just during the third stage or 'norming' when they would integrate to share concepts prior to the group can produce harmony in the fourth phase 'performing'.

Bridges' Transition Version: According To William Bridge's concept (appendix 4), individuals are rather uneasy with adjustment, which is noticeable by the situation at Bausch And Lomb Inc B The circumstance can be viewed as a regular program of life if is examined as per Bridge's theory where he discusses that individuals go through three phases of shift when they experience adjustment. 'Ending, losing and Releasing', The Neutral Zone and also 'The New Beginning' (Bridges, 2004). When individuals are presented with modification, they get in stage one and so there may be feelings like despair, unpredictability, disappointment, anger, worry, rejection as well as disorientation.The scenario at the advertising and marketing department of Bausch And Lomb Inc B is similar so Lewis can obtain comfortable with the suggestion that it is not extraordinary actions. In the second phase, there might be a need to link the space between the brand-new as well as old culture so Lewis might have to face this ordeal as soon as Krasnow leaves. There might be low morale and also reduced performance at this stage which need to not be taken as a trouble. It is during this stage that Lewis will certainly need to give assistance to the division so that they can locate an orientation. It can be seen just how Krasnow has currently made this shift easier by making Lewis obtain associated with the department a year prior to his actual separation. As per Bridges' Model, stage three will certainly cause openness to learning, High energy and dedication as individuals will accept the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Demand pecking order: The OB concern pertaining to instability at the workplace has actually been triggered to start with by the adjustment in management and second of all by the truth that the merging will certainly no longer be started. Abraham Maslow in his Theory of 'Requirements Power structure' (appendix 5) has goes over the value of 'protection needs as being a reduced degree need of a human for causing inspiration. As seen in the pyramid cooperated appendix 3, we can see how 'the requirement to really feel protected and out of danger' is at the second degree of needs. Prior to a staff member can be made to develop psychologically, he needs to have his 'Physiological 'and 'Security' needs met. This suggests that unless the personnel are made to feel protected concerning their existing employment standing in Bausch And Lomb Inc B they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Bausch And Lomb Inc B Case Study

Ramification of Analysis.

The OB analysis has taken a look at various theories to recognize just how to cope with the present situation available. The following 3 alternatives have been suggested to help Lewis take care of the business challenges in the advertising division. Each of these choices has actually been proposed for easing the shift required to bring the advertising and marketing department in accordance with the requirements of the marketplace and also for making the social adjustment that would comply with once the current leader leaves.

Combination of marketing and advertising features. Separating Adverting as well as Manufacturing features. Combination of Advertising with Procedures.

Examination of Alternatives.

Integration of Advertising And Marketing & Advertising Functions: The internal advertising and marketing firm of Bausch And Lomb Inc B is currently strength for the organization in terms of saving up on overheads associated with marketing and promo. Given that no brand-new recruitment has actually been done after Bridget Cole's separation with the coverage line being directly assigned to Krasnow for the advertising and marketing function, this is a beneficial possibility for integrating the marketing and advertising features. Judith Shapiro who has actually earlier been interviewed by Lewis during the earlier merging days has proficiency in business-to-business advertising in addition to firm and retail advertising and marketing experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to handle both marketing and advertising features.

The advantage of this technique is that it will certainly integrate both functions while minimizing the need for employing an additional resource for advertising. Lewis would certainly be heading the advertising and marketing division as well as in any type of case her substitute would certainly be required for the current function that she is performing. The disadvantage of this option is that exterior hiring might produce resentment from internal personnel who might be eying the setting of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and Manufacturing: Given the affordable pressures and also high quality job needed from the advertising agency, it is suggested that Lewis should permit the production unit to be a different function from the marketing system. Because a lot of ad agency had these two features as different units, it makes even more feeling to follow the standard. In addition to this, both functions might be able to concentrate on their core turns on a lot more successfully. Nonetheless, the downside of this strategy would be that extra expenses would need to be borne for setting up separate production functions. Along with this, a manufacturing head might need to be hired which might increase expenses for the organization.

Integration of Marketing with Operations: Given that Lewis is already caring for the marketing and also procedures divisions simultaneously; it makes good sense to incorporate both functions since she has actually been efficiently taking care of both ends. The reality that both departments currently have major differences over appropriation of sources suggests that this assimilation may be able to bring about harmony especially as Lewis would certainly be heading both ends.However there are various disadvantages of this relocation especially as it would certainly place excessive problem over Lewis's shoulders. The reality that Lewis has to adapt her management style for the advertising and marketing division recommends that these 2 divisions would certainly be culturally varied. In addition to this, Lewis might not be able to apply one sort of management style to both divisions which can lead to ineffectiveness in either among both features.


An examination of the three options shows that integration of advertising and marketing and procedures would not be a viable step due to the substantial differences between the two departments in spite of the reality that currently Lewis is managing both. While separation of the manufacturing feature may have been a desirable move for the advertising department, the truth that it would imply placing a 3rd function under Lewis's wing means this need to be stayed clear of.

Activity Strategy.
Lewis will take over the function of EVP Advertising after Krasnow leaves.

Advertising and Marketing functions would certainly be combined.

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

Production feature will certainly remain component of marketing under marketing feature.

Lewis will divide herself from procedures.

An autonomous leadership design with worker empowerment will be made use of in advertising department.

Open door policy as well as focus on cross department interaction will be targeted at eliminating dissonance.

Contingency plan.

If the integration does not exercise as planned, a contingency plan would follow which would separate the manufacturing function from the marketing feature to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the marketing division without an SVP. Because case the production feature will definitely be divided by placing it under an SVP production.