Bri Bayres Ritz International Ready To Launch Case Study Analysis


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Bri Bayres Ritz International Ready To Launch Case Study Solution

Background and Facts

Bri Bayres Ritz International Ready To Launch an office supplies store for tiny and average sized services has actually just recently been associated with planning for a merging with its rival House Deport, which has actually affected efficiency levels in departmentswith the senior supervisor associated with lawful problems put forth by the federal Profession Payment. With the Advertising Head advancing the news of his separation from the business in one year, Jeannie Lewis, the existing head of procedures has been asked to take the duty in the near future. With challenges in the form of a prospective social modification and low staff member spirits, the organization needs a total reengineering initiative at the marketing department.

Trouble Statement
Porter's 5 Forces Analysis
The potential social modification at the marketing department of Bri Bayres Ritz International Ready To Launch is raising unpredictability in the workplace causing different challenges for the Jeannie Lewis who would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in affecting calculated decisions since Stapes Inc. had to abandon its strategies of merging with Workplace Deport after the Federal Trade Compensation's intervention while doing so. Provided the fact that the store has a worldwide visibility with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these nations may be able to affect performance or critical objectives. Federal Trade Compensation's antitrust match versus the merging took up important time of the organization's senior management recommending that 'political' factors can have major effects for a global service.

Economic Factors: Economic factors such as the development of small companies in the global situation recommend that Bri Bayres Ritz International Ready To Launch is flourishing in a setting where there is prospective growth of services. Along with this, truth that shop consumers are primarily trying to find workplace products for home offices recommends that the marketplace has a rising pattern of entrepreneurs as well as home based services.

Social factors: Social fads in the economic climate show that consumers are looking for convenience in addition to attractive rates. Market research shows how the client for Bri Bayres Ritz International Ready To Launch does not have awareness about locating services which can provide a combination of ease and low costs.

Technical factors: Technology plays a vital function in Bri Bayres Ritz International Ready To Launch's service strategy particularly as the organization is piloting Innovation facilities which would certainly provide modern technology sales and support in the type of memory upgrades, peripheral installations. (Summary of PARASITE in appendix 2).

OB Issues and Symptoms.

Several underlying Organizational Behavior issues can be seen in Bri Bayres Ritz International Ready To Launch's case as highlighted in this area.

Worries about social modification: There is worry regarding a cultural adjustment that would certainly happen once Todd Krasnow leaves from his setting as the Executive Vice President of Marketing with the majority of the staff members currently revealing discontent over this potential step. This anticipated change has actually developed tension in the office which has actually been coupled with the previous stress and anxiety of preparing the firm for a prospective merger with House Deport.
Pest Analysis
Stressful Task Setting for Newcomers: There is shortage of employees that can match the difficult environment of a hectic company. Not just does this result in trouble in finding the best individuals, it puts tension on new hires as can not stand up to the rate and pressure that the organization expects them to bear.

Dual Reporting Lines: Beginners find this business culture cumbersome and also tough to handle specifically as dotted line connections are meant to be weak generally as well as objective setting as well as performance evaluation is still done by the strong line manager. This suggests that newcomers might shed clearness regarding their respective functions and goals specifically as dotted line reporting does not maintain them in straight interaction with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles even though it had been hypothesized that the last would take Krasnow's placement came as a strike to her morale. Lewis might have been capable and ideal for the work but the reality that Kransnow's separation would certainly make Coles a direct report to Lewis may have been the factor for Coles' resignation from solutions.

Concern & Work Insecurity: Worry and instability can be identified as two major worries that Lewis would certainly be handling specifically as the merging has actually now be cancelled and 2 elderly execs of the advertising division would be leaving. The entire responsibility of the department would be falling on Lewis's shoulders who would not simply be in charge of brining about a social change yet would likewise need to prove herself in her brand-new function.

Incompatible Administration Style of Leader: Lewis's administration design as well as its conflict with the advertising division's role can additionally be seen as an OB challenge specifically as she has actually been utilized to managing issues in the procedures department where employees are instructed to focus on procedures and get them right. The marketing department on the various other hand can be seen as a team of individuals who are utilized to being supported by Krasnow who focused extra on output than processes.

Interdepartmental Differences: Interdepartmental differences in between three divisions, advertising, merchandizing as well as operations specifically over the allotment of the marketing mix can be determined as an additional OB problem. The advertising department does not share the exact same vision as the other 2 divisions concerning the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing and also operations departments do not concur over the advertising and marketing mix allotment among one another either.

Disintegration in Advertising And Marketing Division: Disintegration in between the advertising and marketing departments can be identified as another OB concern which can require more interest. The truth that the advertising and marketing areas in the marketing department are detached is protecting against both divisions from getting from each various other's experience as well as proficiency. Combination of marketing with merchandising and also operations would certainly end up being more difficult if the marketing department itself is broken down which can be one more possible OB problem.

Bri Bayres Ritz International Ready To Launch Analysis

Various theories have actually been used to clarify the situations to obtain more clearness concerning the scenario at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, a lot of managers think that staffs are passive and lazy, have little passion as well as stand up to change. The difficult variation of this theory highlighted coercion, tight controls, dangers as well as punishments. With time it creates reduced productivity, subtle sabotage and also rivalry (Bargain, 2003). Although the situation at Bri Bayres Ritz International Ready To Launch is not completely following Theory X, it can be seen that new hires are locating this atmosphere rather difficult which might ultimately bring about a greater inclination of the administration in the direction of Concept X. Based on McGregor's promoted view, which he called Theory Y, the vital task of the administration is to organize organizational problems to ensure that individuals can achieve their own goals best by directing their efforts in the direction of business rewards. If people locate no fulfillment in their work, the monitoring would certainly have little selection yet to count on concept X and also outside control (Bargain, 2003). Also while examining Lewis's management design, theory X might have been suitable in the operations department to some extent but the Advertising and marketing division would certainly call for dependence on Concept Y in order to get the imagination as well as originality from the groups.

Tuckman's Teamwork Theory: Regarding Lewis's worry regarding bringing harmony in between the marketing and advertising department is worried, this would originally bring about conflict as reviewed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). Based on Tuckman's theory displayed in appendix 3, throughout the initial stage of group growth, people may not bond, as they are active discovering their location in the group. By integrating the advertising and marketing department's work, there may be the same first disconnect which might lead to the second stage of 'storming' where the groups challenge one another. It is only throughout the 3rd phase or 'norming' when they would come together to share ideas prior to the team can bring around synergy in the fourth phase 'doing'.

Bridges' Shift Version: Based On William Bridge's theory (appendix 4), people are fairly unpleasant with adjustment, which is apparent by the situation at Bri Bayres Ritz International Ready To Launch The situation can be seen as a regular training course of life if is studied according to Bridge's concept where he discusses that people undergo three phases of change when they experience change. 'Closing, losing and Releasing', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When people are presented with modification, they enter phase one and so there may be emotions like unhappiness, uncertainty, disappointment, rage, anxiety, rejection as well as disorientation.The scenario at the advertising department of Bri Bayres Ritz International Ready To Launch is comparable so Lewis can obtain comfortable with the idea that it is not remarkable habits. In the second phase, there might be a demand to bridge the space between the new as well as old culture so Lewis might have to face this challenge when Krasnow leaves. There might be reduced morale as well as reduced efficiency at this phase which must not be taken as a trouble. It is throughout this phase that Lewis will need to offer assistance to the department so that they can discover a sense of direction. It can be seen how Krasnow has currently made this change less complicated by making Lewis obtain involved in the department a year before his actual departure. As per Bridges' Model, phase 3 will produce openness to knowing, High energy as well as dedication as people will accept the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Need power structure: The OB issue pertaining to instability at the workplace has actually been activated first of all by the change in administration and second of all by the reality that the merger will no longer be launched. Abraham Maslow in his Concept of 'Requirements Power structure' (appendix 5) has goes over the importance of 'safety requires as being a lower degree demand of a human for triggering inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the demand to really feel safe as well as out of danger' goes to the 2nd degree of requirements. Prior to an employee can be made to establish mentally, he needs to have his 'Physical 'as well as 'Safety' needs fulfilled. This shows that unless the personnel are made to really feel safe and secure regarding their current work status in Bri Bayres Ritz International Ready To Launch they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Bri Bayres Ritz International Ready To Launch Case Study

Effects of Analysis.

The OB analysis has checked out various concepts to recognize just how to manage the current scenario available. The following three options have been proposed to help Lewis handle the organizational difficulties in the advertising and marketing department. Each of these alternatives has actually been suggested for reducing the transition required to bring the marketing division in accordance with the demands of the market and also for making the cultural adjustment that would follow when the current leader leaves.

Integration of advertising and marketing functions. Dividing Adverting and also Production functions. Integration of Advertising And Marketing with Workflow.

Analysis of Alternatives.

Assimilation of Marketing & Advertising Functions: The internal advertising agency of Bri Bayres Ritz International Ready To Launch is already toughness for the company in terms of saving up on expenses associated with advertising and marketing as well as promo. Since no brand-new employment has been done after Bridget Cole's separation with the coverage line being straight designated to Krasnow for the marketing function, this is a favorable chance for integrating the advertising and marketing functions. Judith Shapiro who has earlier been talked to by Lewis throughout the earlier merging days has competence in business-to-business advertising along with company and retail marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to manage both advertising and marketing features.

The advantage of this approach is that it will certainly incorporate both functions while lowering the requirement for hiring an extra resource for advertising. Lewis would be heading the marketing department as well as in any type of case her substitute would certainly be needed for the present role that she is executing. The disadvantage of this choice is that external hiring might cause bitterness from internal employees that might be considering the setting of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting as well as Manufacturing: Provided the competitive stress as well as high top quality work needed from the marketing company, it is recommended that Lewis must enable the production unit to be a different function from the advertising system. Because the majority of advertising companies had these 2 functions as different systems, it makes even more sense to comply with the norm.

Combination of Advertising with Operations: Because Lewis is already taking treatment of the advertising and marketing as well as operations departments at the same time; it makes feeling to incorporate the two features since she has actually been effectively taking treatment of both ends. The reality that Lewis has to adjust her monitoring style for the marketing division suggests that these two divisions would certainly be culturally varied.


An assessment of the three options indicates that combination of advertising as well as operations would certainly not be a viable step because of the substantial distinctions in between the two divisions although that presently Lewis is managing both. While separation of the manufacturing function might have been a positive action for the marketing department, the reality that it would suggest placing a 3rd feature under Lewis's wing implies this must be avoided. The integration of the advertising and marketing department is the most effective choice in terms of getting the ideal results from the division. An action plan for this option is discussed below.

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

Advertising and Marketing features would certainly be merged.

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

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

Lewis will separate herself from operations.

A democratic management design with staff member empowerment will certainly be used in advertising and marketing division.

Open up door plan and also focus on cross department communication will be targeted at eliminating discord.

Contingency plan.

If the integration does not exercise as intended, a backup plan would certainly comply with which would certainly separate the production function from the advertising function to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will certainly be heading the advertising division without an SVP. Because case the manufacturing function will absolutely be separated by placing it under an SVP production.