Birds Eye View Ltd Case Study Help


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Birds Eye View Ltd Case Study Solution

Background and Facts

Birds Eye View Ltd a workplace materials seller for small and also average sized services has just recently been associated with preparing for a merger with its rival Residence Deport, which has actually affected performance levels in departmentswith the senior manager associated with legal issues put forth by the government Profession Compensation. With the Advertising Head putting forward the news of his departure from the company in one year, Jeannie Lewis, the current head of procedures has been asked to take the duty in the near future. With difficulties in the form of a potential social modification as well as reduced worker morale, the company is in need of a total reengineering initiative at the advertising and marketing department.

Problem Declaration
Porter's 5 Forces Analysis
The potential social modification at the advertising division of Birds Eye View Ltd is raising unpredictability in the working environment bring about numerous difficulties for the Jeannie Lewis who would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in influencing critical decisions considering that Stapes Inc. had to desert its plans of combining with Workplace Deport after the Federal Trade Commission's treatment while doing so. Offered the fact that the store has an international visibility with branches in UK, USA, Canada as well as Germany, political consider each of these countries might be able to influence efficiency or calculated goals. Federal Profession Commission's antitrust fit against the merging used up beneficial time of the company's elderly management recommending that 'political' factors can have significant ramifications for a global service.

Economic Factors: Economic factors such as the emergence of small companies in the worldwide situation recommend that Birds Eye View Ltd is prospering in an environment where there is possible development of services. Fact that shop consumers are primarily looking for workplace supplies for home offices suggests that the market has a climbing fad of business owners and also house based companies.

Social factors: Social fads in the economy show that consumers are looking for comfort in addition to attractive prices. Marketing research shows how the consumer for Birds Eye View Ltd lacks understanding concerning finding remedies which can offer a combination of convenience and affordable.

Technological factors: Technology plays an essential function in Birds Eye View Ltd's business method particularly as the company is piloting Innovation centers which would certainly use technology sales and also support in the kind of memory upgrades, peripheral setups. (Summary of INSECT in appendix 2).

OB Issues as well as Manifestations.

A number of underlying Organizational Actions concerns can be seen in Birds Eye View Ltd's case as highlighted in this area.

Concerns about cultural modification: There is uneasiness regarding a social adjustment that would certainly take place as soon as Todd Krasnow leaves from his setting as the Exec Vice President of Marketing with most of the staff members already showing discontent over this possible relocation. This expected modification has actually produced stress and anxiety in the work environment which has been coupled with the previous stress and anxiety of preparing the firm for a potential merger with Residence Deport.
Pest Analysis
Difficult Work Environment for Newcomers: There is scarcity of workers that can match the difficult setting of a fast-paced company. Not only does this lead to difficulty in discovering the best people, it places stress and anxiety on brand-new hires as can not hold up against the speed and also stress that the company anticipates them to bear.

Double Reporting Lines: Beginners find this business society difficult as well as tough to deal with especially as populated line partnerships are suggested to be weaker in general and also unbiased setup as well as efficiency analysis is still done by the solid line manager. This means that newcomers can shed quality about their particular functions as well as purposes specifically as dotted line coverage does not maintain them in direct communication with the strong line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles despite the fact that it had been hypothesized that the last would take Krasnow's setting came as an impact to her spirits. Lewis might have been qualified as well as suitable for the job but the reality that Kransnow's departure would certainly make Coles a direct record to Lewis might have been the reason for Coles' resignation from services.

Anxiety & Task Instability: Worry and insecurity can be determined as 2 major concerns that Lewis would be handling particularly as the merger has actually now be terminated and 2 senior execs of the marketing division would certainly be leaving. The whole obligation of the department would certainly be dropping on Lewis's shoulders that would not simply be in charge of brining about a social modification but would certainly additionally have to prove herself in her brand-new role.

Incompatible Management Design of Leader: Lewis's monitoring design and also its conflict with the advertising and marketing department's function can likewise be seen as an OB difficulty particularly as she has actually been used to handling concerns in the procedures department where personnel are shown to concentrate on procedures and also obtain them. The advertising and marketing department on the other hand can be seen as a team of people that are utilized to being supported by Krasnow that focused more on result than processes.

Interdepartmental Differences: Interdepartmental differences between three divisions, marketing, merchandizing as well as procedures respectively over the allotment of the marketing mix can be recognized as one more OB issue. The advertising and marketing division does not share the very same vision as the other 2 departments concerning the aloocation of the advertising mix twoards promotions as well as advertsing, the merchandizing and operations departments do not concur over the advertising mix allocation amongst one another either.

Fragmentation in Marketing Department: Fragmentation between the advertising and marketing departments can be identified as another OB concern which might require additional interest. The fact that the advertising and marketing areas in the marketing division are separated is protecting against both departments from gaining from each other's experience as well as competence. Assimilation of marketing with merchandising and also procedures would come to be harder if the advertising and marketing department itself is disintegrated which can be an additional prospective OB issue.

Birds Eye View Ltd Analysis

Numerous concepts have been utilized to clarify the situations to obtain further clearness regarding the situation at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, many supervisors think that juniors are passive as well as careless, have little passion and resist modification. The circumstance at Birds Eye View Ltd is not totally adhering to Theory X, it can be seen that brand-new hires are discovering this atmosphere instead demanding which may at some point lead to a greater inclination of the management in the direction of Concept X. Also while assessing Lewis's management design, concept X might have been appropriate in the operations division to some extent however the Marketing department would certainly need reliance on Theory Y in order to obtain the creative thinking and also creativity from the groups.

Tuckman's Teamwork Theory: As far as Lewis's issue regarding bringing consistency between the advertising and marketing and also advertising and marketing department is worried, this would originally lead to contrast as talked about by Bruce Tuckman in his 'Team effort Concept'. By combining the advertising and advertising and marketing department's job, there may be the same preliminary detach which can lead to the 2nd stage of 'storming' where the teams test one another.

Bridges' Shift Design: Based On William Bridge's concept (appendix 4), individuals are rather unpleasant with change, which is apparent by the circumstance at Birds Eye View Ltd The scenario can be viewed as a typical training course of life if is examined according to Bridge's concept where he explains that individuals undergo three stages of transition when they experience change. 'Closing, losing and also Letting go', The Neutral Zone and also 'The New Starting' (Bridges, 2004). When people exist with change, they get in stage one and so there might be emotions like unhappiness, uncertainty, frustration, temper, worry, denial and also disorientation.The scenario at the advertising department of Birds Eye View Ltd is comparable so Lewis can obtain comfy with the suggestion that it is not remarkable habits. In the second stage, there might be a need to bridge the space between the new as well as old society so Lewis might have to encounter this ordeal as soon as Krasnow leaves. There might be low morale and also reduced efficiency at this phase which ought to not be taken as an obstacle. It is during this phase that Lewis will certainly need to offer support to the department so that they can locate a sense of direction. It can be seen just how Krasnow has already made this transition simpler by making Lewis obtain associated with the division a year before his actual departure. According to Bridges' Model, phase three will certainly bring about openness to discovering, High power and also commitment as people will accept the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Requirement pecking order: The OB issue pertaining to insecurity at the work environment has actually been triggered firstly by the adjustment in administration as well as secondly by the fact that the merger will certainly no more be started. Abraham Maslow in his Theory of 'Requirements Pecking order' (appendix 5) has goes over the importance of 'safety and security needs as being a lower degree demand of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the need to feel safe as well as out of danger' is at the second level of needs. Before a worker can be made to establish psychologically, he requires to have his 'Physical 'and also 'Security' requires fulfilled. This indicates that unless the workers are made to feel secure concerning their current employment standing in Birds Eye View Ltd they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Birds Eye View Ltd Case Study

Effects of Analysis.

The OB analysis has considered different theories to understand how to deal with the current situation available. The following 3 choices have actually been recommended to assist Lewis deal with the business challenges in the advertising division. Each of these options has actually been proposed for easing the shift needed to bring the marketing department in line with the needs of the marketplace and for making the social modification that would certainly comply with once the current leader leaves.

Combination of advertising and marketing functions. Separating Adverting and also Manufacturing features. Integration of Marketing with Workflow.

Analysis of Alternatives.

Integration of Advertising And Marketing & Advertising And Marketing Functions: The internal marketing firm of Birds Eye View Ltd is already toughness for the organization in regards to conserving up on expenses associated with advertising as well as promotion. Since no brand-new employment has actually been done after Bridget Cole's separation with the reporting line being straight designated to Krasnow for the advertising and marketing function, this is a favorable opportunity for integrating the marketing and advertising functions. Judith Shapiro who has earlier been spoken with by Lewis throughout the earlier merging days has know-how in business-to-business advertising together with firm and also retail advertising and marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to handle both marketing and advertising features.

The benefit of this technique is that it will incorporate the two features while lowering the demand for hiring an added source for advertising and marketing. In addition to this, Lewis would certainly be heading the advertising department and also regardless her replacement would certainly be needed for the present duty that she is performing. The disadvantage of this option is that exterior hiring might produce bitterness from interior employees that might be considering the placement of EVP after Lewis takes control of Krasnow's position.

Separating Adverting and also Production: Given the affordable stress and high quality job required from the advertising agency, it is recommended that Lewis must enable the manufacturing device to be a separate function from the advertising and marketing device. Since many advertising agencies had these two functions as separate units, it makes even more feeling to adhere to the standard. Along with this, both functions may have the ability to focus on their core triggers a lot more efficiently. However, the drawback of this technique would certainly be that added prices would have to be borne for establishing separate production functions. Along with this, a production head might need to be employed which could boost expenses for the company.

Assimilation of Marketing with Procedures: Considering that Lewis is already caring for the advertising and marketing as well as operations departments all at once; it makes good sense to incorporate the two features given that she has actually been efficiently taking care of both ends. The fact that both departments already have significant distinctions over allocation of resources recommends that this assimilation might be able to cause harmony particularly as Lewis would certainly be heading both ends.However there are various negative aspects of this action particularly as it would certainly place too much problem over Lewis's shoulders. The fact that Lewis needs to adjust her administration design for the advertising division suggests that these two departments would certainly be culturally varied. Along with this, Lewis might not be able to apply one sort of management design to both departments which can lead to inefficiency in either among both functions.


An assessment of the three choices indicates that assimilation of advertising as well as procedures would certainly not be a feasible move as a result of the huge differences between the two divisions although that presently Lewis is dealing with both. While splitting up of the manufacturing feature might have been a favorable step for the advertising and marketing department, the fact that it would certainly imply placing a 3rd function under Lewis's wing implies this ought to be prevented as well. The combination of the advertising and marketing division is the most effective alternative in terms of getting the optimum results from the division. An action prepare for this alternative is gone over below.

Activity Plan.
Lewis will take control of the function of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising features would certainly be merged.

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

Production feature will certainly remain component of advertising under advertising function.

Lewis will certainly divide herself from procedures.

An autonomous leadership style with staff member empowerment will be made use of in advertising division.

Open door policy and also emphasis on cross departmental interaction will be aimed at removing disharmony.

Contingency strategy.

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