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Blackberry 10 Case Study Solution

Background and Facts

Blackberry 10 an office supplies retailer for little as well as medium sized businesses has actually lately been associated with planning for a merging with its rival Home Deport, which has impacted efficiency degrees in departmentswith the elderly manager involved in lawful complications presented by the federal Profession Compensation. With the Advertising and marketing Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the existing head of operations has actually been asked to take the role in the future. With challenges in the kind of a prospective social adjustment and also low employee spirits, the organization is in need of a complete reengineering initiative at the advertising and marketing department.

Trouble Declaration
Porter's 5 Forces Analysis
The potential cultural change at the advertising and marketing department of Blackberry 10 is enhancing unpredictability in the workplace resulting in different difficulties for the Jeannie Lewis that would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in influencing critical decisions because Stapes Inc. needed to desert its plans of combining with Workplace Deport after the Federal Trade Payment's intervention at the same time. Offered the truth that the store has a global existence with branches in UK, UNITED STATES, Canada and Germany, political factors in each of these nations might have the ability to affect performance or strategic objectives. Federal Profession Compensation's antitrust suit against the merger took up important time of the organization's senior administration suggesting that 'political' factors can have major implications for an international organisation.

Economic Factors: Financial factors such as the appearance of small companies in the global circumstance suggest that Blackberry 10 is growing in an environment where there is potential growth of businesses. Along with this, reality that shop customers are mostly trying to find office products for home offices recommends that the market has an increasing fad of business owners and home based businesses.

Social factors: Social patterns in the economic climate show that customers are searching for convenience along with appealing costs. Marketing research shows how the consumer for Blackberry 10 lacks awareness regarding discovering services which can use a combination of ease as well as inexpensive.

Technological factors: Modern technology plays an important role in Blackberry 10's business method specifically as the organization is piloting Technology centers which would use innovation sales and also assistance in the type of memory upgrades, outer installments. (Summary of PARASITE in appendix 2).

OB Issues and also Effects.

A number of underlying Organizational Actions concerns can be seen in Blackberry 10's case as highlighted in this section.

Apprehensions regarding cultural adjustment: There is uneasiness regarding a social modification that would take place as soon as Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Advertising with a lot of the employee currently showing discontent over this possible action. This anticipated change has created anxiety in the workplace which has actually been paired with the past stress and anxiety of preparing the firm for a potential merger with Home Deport.
Pest Analysis
Difficult Job Atmosphere for Newcomers: There is shortage of personnel that can match the stressful atmosphere of a busy organization. Not only does this cause difficulty in locating the best individuals, it places tension on new hires as can not hold up against the speed as well as pressure that the organization anticipates them to bear.

Twin Reporting Lines: Newbies discover this organizational society cumbersome and also challenging to cope with particularly as populated line connections are suggested to be weak in general and unbiased setting and performance evaluation is still done by the solid line supervisor. This implies that newbies can shed clarity about their respective functions as well as objectives especially as populated line reporting does not keep them in straight communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower rather than Bridget Coles although it had actually been guessed that the last would certainly take Krasnow's setting came as a strike to her spirits. Lewis may have been qualified and suitable for the work but the fact that Kransnow's departure would make Coles a direct report to Lewis might have been the factor for Coles' resignation from services.

Worry & Job Instability: Worry as well as insecurity can be determined as two significant issues that Lewis would certainly be taking care of especially as the merging has actually currently be terminated and 2 senior executives of the advertising and marketing department would be leaving. The whole obligation of the division would certainly be dropping on Lewis's shoulders that would certainly not simply be in charge of brining concerning a cultural adjustment yet would certainly likewise need to show herself in her brand-new role.

Incompatible Monitoring Design of Leader: Lewis's administration style as well as its conflict with the advertising division's role can additionally be seen as an OB obstacle specifically as she has been made use of to managing concerns in the operations department where employees are shown to concentrate on procedures and get them. The advertising and marketing department on the other hand can be seen as a group of people who are made use of to being supported by Krasnow who focused extra on output than processes.

Interdepartmental Arguments: Interdepartmental differences between three divisions, marketing, merchandizing as well as procedures respectively over the allotment of the advertising and marketing mix can be determined as an additional OB problem. The advertising department does not share the very same vision as the other two departments concerning the aloocation of the marketing mix twoards promos and advertsing, the merchandizing and procedures departments do not concur over the advertising mix allocation among one an additional either.

Fragmentation in Marketing Division: Disintegration between the marketing and advertising divisions can be determined as another OB concern which could require further interest. The fact that the marketing and advertising areas in the advertising division are detached is stopping both divisions from gaining from each various other's experience and expertise. Combination of advertising with retailing as well as procedures would end up being more difficult if the marketing division itself is degenerated which can be an additional prospective OB problem.

Blackberry 10 Analysis

Numerous concepts have actually been used to clarify the scenarios to obtain additional clearness regarding the situation at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, many managers believe that juniors are easy as well as lazy, have little passion as well as stand up to change. The situation at Blackberry 10 is not completely adhering to Theory X, it can be seen that brand-new hires are discovering this environment instead stressful which may at some point lead to a better disposition of the monitoring towards Concept X. Also while examining Lewis's administration style, theory X may have been appropriate in the procedures department to some degree yet the Marketing department would certainly call for dependence on Concept Y in order to obtain the creative thinking as well as creativity from the groups.

Tuckman's Teamwork Concept: As much as Lewis's concern regarding bringing harmony between the advertising and marketing and advertising division is concerned, this would at first lead to clash as gone over by Bruce Tuckman in his 'Synergy Concept'. By incorporating the advertising and also advertising division's work, there may be the very same preliminary detach which might lead to the 2nd phase of 'storming' where the groups challenge one an additional.

Bridges' Shift Design: According To William Bridge's theory (appendix 4), people are quite awkward with modification, which is evident by the situation at Blackberry 10 The scenario can be viewed as a regular training course of life if is studied as per Bridge's concept where he describes that people experience three stages of transition when they experience adjustment. 'Closing, losing and Releasing', The Neutral Area and 'The New Starting' (Bridges, 2004). When people are presented with change, they go into stage one and so there might be feelings like sadness, unpredictability, disappointment, anger, anxiety, rejection as well as disorientation.The circumstance at the marketing division of Blackberry 10 is similar so Lewis can obtain comfortable with the suggestion that it is not extraordinary behavior. In the second phase, there might be a requirement to bridge the space in between the brand-new and old society so Lewis might have to encounter this ordeal as soon as Krasnow leaves. There may be low morale and reduced performance at this stage which should not be taken as an obstacle. It is throughout this phase that Lewis will certainly have to give assistance to the department to ensure that they can discover a sense of direction. It can be seen exactly how Krasnow has currently made this transition easier by making Lewis obtain involved in the department a year prior to his actual departure. Based on Bridges' Model, phase three will bring about visibility to learning, High energy and also dedication as individuals will certainly embrace the change (Bridges, 2004).
Vrio Analysis
Maslow's Demand power structure: The OB problem pertaining to instability at the office has been activated first of all by the modification in management and also second of all by the fact that the merging will certainly no longer be launched. Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has talks about the significance of 'protection needs as being a reduced level need of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe and safe' goes to the second level of demands. Before an employee can be made to develop mentally, he needs to have his 'Physical 'as well as 'Safety' needs satisfied. This shows that unless the employees are made to really feel safe regarding their current work standing in Blackberry 10 they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Blackberry 10 Case Study

Ramification of Analysis.

The OB analysis has actually considered various theories to recognize just how to deal with the current situation at hand. The complying with three options have been proposed to help Lewis take care of the organizational obstacles in the marketing department. Each of these choices has been recommended for easing the shift needed to bring the marketing division in line with the demands of the market and also for making the cultural adjustment that would certainly adhere to as soon as the present leader leaves.

Combination of advertising and marketing functions. Dividing Adverting as well as Manufacturing functions. Assimilation of Advertising And Marketing with Operations.

Evaluation of Alternatives.

Integration of Marketing & Advertising Functions: The internal advertising and marketing company of Blackberry 10 is currently strength for the organization in terms of saving up on expenses related to marketing as well as promotion. Because no brand-new employment has been done after Bridget Cole's departure with the reporting line being directly appointed to Krasnow for the advertising function, this is a desirable opportunity for integrating the advertising and marketing features. Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merger days has experience in business-to-business advertising in addition to agency as well as retail advertising and marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising and marketing to deal with both advertising and marketing functions.

The advantage of this method is that it will incorporate both features while decreasing the need for employing an additional resource for marketing. Along with this, Lewis would be heading the advertising division as well as regardless her replacement would be required for the current duty that she is executing. The downside of this choice is that external hiring might cause bitterness from internal employees that might be eying the placement of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and Manufacturing: Given the competitive stress and top quality work required from the ad agency, it is suggested that Lewis must allow the manufacturing unit to be a different function from the advertising system. Because many advertising agencies had these 2 features as separate systems, it makes even more feeling to comply with the norm. Along with this, both functions may have the ability to focus on their core triggers much more successfully. The drawback of this strategy would be that added costs would certainly have to be birthed for establishing up separate manufacturing functions. In addition to this, a manufacturing head might need to be employed which might enhance expenses for the organization.

Integration of Advertising And Marketing with Operations: Considering that Lewis is currently taking treatment of the advertising and marketing and also operations departments simultaneously; it makes feeling to incorporate the two features since she has been effectively taking care of both ends. The reality that Lewis has to adapt her management design for the marketing department recommends that these 2 departments would be culturally varied.


An evaluation of the three alternatives suggests that integration of advertising and also procedures would not be a practical step due to the large differences between the two divisions in spite of the fact that presently Lewis is handling both. While separation of the production function may have been a positive relocation for the advertising department, the fact that it would indicate placing a third function under Lewis's wing means this must be avoided.

Activity Plan.
Lewis will take over the duty of EVP Advertising after Krasnow leaves.

Marketing and advertising functions would certainly be combined.

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

Production feature will certainly continue to be component of advertising under advertising and marketing feature.

Lewis will separate herself from procedures.

A democratic management style with staff member empowerment will be utilized in marketing department.

Open door policy as well as emphasis on cross department communication will certainly be aimed at removing disharmony.

Contingency plan.

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