Braintree Momentum Equity Fund Case Study Solution


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Braintree Momentum Equity Fund Case Study Analysis

Background and Facts

Braintree Momentum Equity Fund an office supplies store for little and also average sized companies has lately been involved in preparing for a merging with its rival Home Deport, which has actually affected effectiveness levels in departmentswith the senior supervisor involved in lawful complications put forth by the government Trade Commission. With the Advertising and marketing Head advancing the information of his separation from the company in one year, Jeannie Lewis, the current head of procedures has been asked to take the duty in the future. With challenges in the form of a potential cultural modification and low employee morale, the company needs a complete reengineering effort at the advertising department.

Problem Statement
Porter's 5 Forces Analysis
The potential cultural modification at the advertising and marketing division of Braintree Momentum Equity Fund is increasing unpredictability in the working environment resulting in different challenges for the Jeannie Lewis that would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing calculated decisions since Stapes Inc. needed to desert its plans of merging with Office Deport after the Federal Profession Payment's treatment while doing so. Provided the reality that the shop has an international presence with branches in UK, UNITED STATES, Canada and also Germany, political consider each of these nations might be able to affect performance or critical goals. Federal Profession Payment's antitrust match against the merger used up beneficial time of the organization's elderly management recommending that 'political' factors can have serious effects for an international organisation.

Economic Factors: Economic factors such as the appearance of local business in the worldwide scenario suggest that Braintree Momentum Equity Fund is prospering in an atmosphere where there is potential growth of organisations. Truth that store customers are mostly looking for workplace materials for home offices suggests that the market has a rising fad of entrepreneurs and residence based organisations.

Social factors: Social trends in the economy reveal that customers are seeking convenience in addition to attractive rates. Marketing research demonstrates how the client for Braintree Momentum Equity Fund does not have recognition about locating options which can use a mix of comfort and also affordable.

Technological factors: Modern technology plays an essential duty in Braintree Momentum Equity Fund's business approach especially as the company is piloting Technology facilities which would use technology sales and also support in the kind of memory upgrades, peripheral installments. (Summary of PARASITE in appendix 2).

OB Issues and also Effects.

A number of underlying Organizational Behavior problems can be seen in Braintree Momentum Equity Fund's case as highlighted in this area.

Concerns about cultural modification: There is concern about a cultural modification that would happen when Todd Krasnow leaves from his position as the Executive Vice Head Of State of Marketing with the majority of the team member currently showing unhappiness over this possible step. This predicted adjustment has actually produced stress and anxiety in the workplace which has actually been combined with the previous tension of preparing the firm for a potential merging with Home Deport.
Pest Analysis
Stressful Task Atmosphere for Newcomers: There is shortage of workers that can match the difficult atmosphere of a hectic organization. Not only does this lead to problem in locating the right people, it puts stress on brand-new hires as can not hold up against the speed and also pressure that the organization anticipates them to bear.

Double Coverage Lines: Newbies discover this organizational society troublesome and tough to handle particularly as dotted line relationships are suggested to be weak generally and unbiased setup as well as efficiency examination is still done by the strong line supervisor. This indicates that beginners can lose quality regarding their particular duties as well as goals particularly as populated line reporting does not keep them in straight communication with the strong line managers.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles although it had been speculated that the latter would certainly take Krasnow's setting came as a strike to her morale. Lewis may have been qualified as well as suitable for the task however the reality that Kransnow's departure would make Coles a direct record to Lewis might have been the reason for Coles' resignation from solutions.

Concern & Work Insecurity: Anxiety and insecurity can be recognized as 2 significant issues that Lewis would be taking care of especially as the merger has actually now be cancelled as well as two elderly executives of the marketing department would be leaving. The entire obligation of the division would be falling on Lewis's shoulders who would not simply supervise of brining concerning a cultural modification however would certainly likewise have to verify herself in her brand-new role.

Incompatible Monitoring Design of Leader: Lewis's administration design as well as its conflict with the marketing division's duty can also be viewed as an OB obstacle specifically as she has actually been used to handling problems in the operations department where workers are instructed to focus on procedures as well as get them right. The advertising and marketing department on the other hand can be seen as a team of people who are used to being supported by Krasnow that concentrated more on result than processes.

Interdepartmental Arguments: Interdepartmental differences in between three departments, advertising, merchandizing as well as procedures respectively over the appropriation of the marketing mix can be identified as one more OB worry. The marketing division does not share the exact same vision as the various other two departments pertaining to the aloocation of the advertising and marketing mix twoards promos and advertsing, the merchandizing and also procedures divisions do not agree over the marketing mix appropriation among one another either.

Fragmentation in Advertising Department: Disintegration between the marketing and advertising departments can be determined as one more OB problem which can need more interest. The fact that the advertising and marketing areas in the advertising division are disconnected is avoiding both departments from acquiring from each various other's experience as well as expertise. Combination of advertising and marketing with retailing and procedures would certainly become more difficult if the marketing division itself is broken down which can be another possible OB problem.

Braintree Momentum Equity Fund Analysis

Different concepts have actually been made use of to describe the circumstances to obtain more clearness regarding the scenario at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of supervisors believe that subordinates are passive and lazy, have little aspiration and resist change. The difficult version of this theory highlighted coercion, limited controls, hazards and also punishments. With time it generates low performance, subtle sabotage and also competition (Offer, 2003). The situation at Braintree Momentum Equity Fund is not totally following Theory X, it can be seen that brand-new hires are locating this setting rather stressful which may ultimately lead to a higher disposition of the management in the direction of Theory X. As per McGregor's advocated view, which he called Theory Y, the important task of the management is to set up business problems so that people can accomplish their own objectives best by directing their initiatives towards business incentives. If people discover no fulfillment in their job, the administration would certainly have little option however to rely on theory X as well as exterior control (Bargain, 2003). Even while analyzing Lewis's administration style, concept X may have been suitable in the operations division somewhat yet the Marketing division would certainly call for dependence on Theory Y in order to get the imagination and also creativity from the groups.

Tuckman's Team effort Concept: Regarding Lewis's problem concerning bringing harmony in between the advertising and marketing division is concerned, this would originally lead to contrast as discussed by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, throughout the initial stage of team advancement, people might not bond, as they are hectic discovering their area in the group. By incorporating the advertising and marketing division's job, there might be the same preliminary separate which might bring about the 2nd stage of 'storming' where the groups challenge each other. It is only throughout the third phase or 'norming' when they would certainly come with each other to share concepts before the group can bring about synergy in the fourth phase 'carrying out'.

When people are offered with change, they go into stage one and so there might be emotions like despair, uncertainty, irritation, anger, anxiety, denial as well as disorientation.The scenario at the marketing department of Braintree Momentum Equity Fund is comparable so Lewis can obtain comfy with the suggestion that it is not remarkable habits. It is throughout this stage that Lewis will have to offer advice to the division so that they can locate a feeling of direction. It can be seen just how Krasnow has currently made this shift less complicated by making Lewis get included in the division a year before his actual separation.
Vrio Analysis
Maslow's Demand pecking order: The OB problem related to insecurity at the workplace has been caused to start with by the modification in monitoring as well as second of all by the reality that the merging will certainly no longer be launched. Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has reviews the value of 'security requires as being a lower level demand of a human for setting off motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe as well as safe' goes to the second degree of demands. Prior to an employee can be made to create psychologically, he requires to have his 'Physiological 'and also 'Security' needs satisfied. This indicates that unless the workers are made to feel safe and secure concerning their existing employment standing in Braintree Momentum Equity Fund they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Braintree Momentum Equity Fund Case Study

Implication of Analysis.

The OB analysis has actually checked out various concepts to understand exactly how to deal with the present situation available. The following three options have been proposed to assist Lewis handle the organizational challenges in the advertising and marketing division. Each of these alternatives has been recommended for easing the shift needed to bring the marketing department in accordance with the demands of the market and for making the social adjustment that would comply with as soon as the present leader leaves.

Combination of advertising and marketing features. Separating Adverting and Production features. Combination of Advertising And Marketing with Procedures.

Assessment of Alternatives.

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

The advantage of this method is that it will certainly integrate both features while minimizing the need for working with an extra resource for advertising and marketing. In addition to this, Lewis would certainly be heading the advertising department and regardless her replacement would certainly be required for the present duty that she is doing. The negative aspect of this alternative is that exterior hiring might cause bitterness from internal workers that may be considering the position of EVP after Lewis takes control of Krasnow's position.

Separating Adverting and Manufacturing: Offered the affordable stress and also high top quality work required from the marketing company, it is suggested that Lewis ought to permit the production system to be a separate function from the advertising and marketing device. Because the majority of advertising and marketing firms had these two functions as separate units, it makes more sense to adhere to the standard.

Assimilation of Advertising And Marketing with Workflows: Considering that Lewis is currently taking treatment of the advertising and operations divisions all at once; it makes sense to integrate the 2 functions considering that she has been efficiently taking treatment of both ends. The reality that Lewis has to adapt her management design for the marketing division recommends that these two departments would certainly be culturally varied.


An evaluation of the three options indicates that assimilation of advertising and marketing and also operations would not be a practical move because of the substantial distinctions between the two departments although that currently Lewis is dealing with both. While separation of the manufacturing function might have been a positive relocation for the marketing division, the reality that it would certainly indicate positioning a third function under Lewis's wing means this should be stayed clear of also. The combination of the advertising and marketing department is the most effective option in regards to getting the optimal arise from the division. An activity plan for this alternative is reviewed below.

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

Advertising and Marketing features would certainly be merged.

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

Manufacturing feature will certainly continue to be part of marketing under marketing feature.

Lewis will separate herself from operations.

A democratic leadership style with staff member empowerment will be made use of in marketing division.

Open door policy and emphasis on cross department interaction will certainly be focused on getting rid of disharmony.

Backup plan.

If the combination does not work out as prepared, a backup plan would comply with which would divide the production function from the marketing feature to lower the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will certainly be heading the marketing department without an SVP. Because case the production feature will definitely be divided by placing it under an SVP manufacturing.