British Telecommunications Plc Case Study Help


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British Telecommunications Plc Case Study Solution

Background and Facts

British Telecommunications Plc an office supplies retailer for small as well as moderate sized businesses has actually just recently been involved in preparing for a merging with its competitor House Deport, which has impacted efficiency levels in departmentswith the senior supervisor involved in legal difficulties presented by the government Profession Compensation. With the Advertising and marketing 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 obstacles in the kind of a prospective social adjustment and low worker morale, the organization needs a complete reengineering initiative at the advertising division.

Problem Statement
Porter's 5 Forces Analysis
The prospective cultural adjustment at the advertising and marketing division of British Telecommunications Plc is boosting uncertainty in the working environment leading to numerous difficulties for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in impacting strategic decisions given that Stapes Inc. had to desert its strategies of merging with Office Deport after the Federal Profession Commission's treatment at the same time. Given the truth that the shop has a global presence with branches in UK, UNITED STATES, Canada and also Germany, political consider each of these nations may be able to influence performance or tactical goals. Federal Trade Payment's antitrust fit versus the merging took up beneficial time of the organization's elderly management recommending that 'political' factors can have significant implications for a worldwide company.

Economic Factors: Economic factors such as the emergence of local business in the international scenario suggest that British Telecommunications Plc is growing in an atmosphere where there is potential development of companies. Reality that shop customers are mainly looking for office materials for residence workplaces recommends that the market has a climbing pattern of business owners and also house based organisations.

Social factors: Social trends in the economic climate show that consumers are trying to find comfort along with eye-catching prices. Market research demonstrates how the consumer for British Telecommunications Plc does not have understanding about discovering options which can supply a combination of comfort as well as affordable.

Technical factors: Technology plays a crucial duty in British Telecommunications Plc's business approach specifically as the organization is piloting Modern technology facilities which would certainly provide technology sales as well as assistance in the kind of memory upgrades, peripheral installments. (Recap of PEST in appendix 2).

OB Issues and also Symptoms.

A number of underlying Organizational Behavior issues can be seen in British Telecommunications Plc's case as highlighted in this section.

Uneasiness regarding cultural modification: There is concern regarding a social modification that would certainly occur once Todd Krasnow leaves from his setting as the Exec Vice President of Marketing with the majority of the personnel already showing discontent over this potential step. This predicted adjustment has actually produced anxiety in the work environment which has been combined with the past anxiety of preparing the firm for a potential merger with Home Deport.
Pest Analysis
Stressful Task Setting for Newcomers: There is shortage of workers that can match the demanding atmosphere of a fast-paced organization. Not only does this lead to difficulty in discovering the ideal individuals, it puts stress and anxiety on brand-new hires as can not withstand the speed and stress that the organization anticipates them to birth.

Twin Reporting Lines: Newcomers locate this business culture cumbersome and also tough to handle specifically as populated line relationships are implied to be weaker generally as well as unbiased setup and performance assessment is still done by the solid line supervisor. This implies that beginners could shed clearness about their particular duties and purposes especially as dotted line reporting does not keep them in direct communication with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles although it had actually been speculated that the latter would certainly take Krasnow's placement came as a blow to her spirits. Lewis may have been qualified and also ideal for the job however the fact that Kransnow's separation would make Coles a straight report to Lewis may have been the reason for Coles' resignation from solutions.

Concern & Work Insecurity: Fear as well as insecurity can be recognized as 2 major concerns that Lewis would be taking care of especially as the merging has currently be cancelled and two elderly execs of the advertising division would be leaving. The whole obligation of the division would certainly be falling on Lewis's shoulders who would not just be in charge of brining concerning a cultural adjustment yet would likewise need to confirm herself in her brand-new duty.

Inappropriate Management Design of Leader: Lewis's management design as well as its incompatibility with the advertising division's duty can likewise be viewed as an OB difficulty particularly as she has been used to taking care of issues in the operations department where workers are taught to concentrate on processes and also obtain them right. The marketing department on the various other hand can be viewed as a team of people that are made use of to being supported by Krasnow that focused much more on result than processes.

Interdepartmental Disagreements: Interdepartmental disputes in between three divisions, advertising and marketing, merchandizing as well as procedures specifically over the allowance of the marketing mix can be identified as an additional OB worry. The advertising and marketing division does not share the same vision as the other 2 divisions relating to the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and operations departments do not concur over the advertising mix allotment among one another either.

Disintegration in Advertising Department: Disintegration in between the marketing and advertising divisions can be determined as another OB problem which could require further focus. The fact that the advertising and marketing sections in the advertising department are separated is protecting against both divisions from getting from each various other's experience and also expertise. Integration of advertising with merchandising and also operations would certainly become more difficult if the advertising department itself is broken down which can be an additional possible OB problem.

British Telecommunications Plc Analysis

Numerous theories have been used to discuss the conditions to get additional clarity concerning the circumstance available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many managers think that subordinates are easy and also careless, have little aspiration as well as stand up to change. The circumstance at British Telecommunications Plc is not totally following Theory X, it can be seen that new hires are finding this atmosphere instead demanding which might at some point lead to a higher disposition of the management towards Concept X. Also while examining Lewis's management style, theory X might have been ideal in the operations department to some level but the Marketing department would need dependence on Concept Y in order to obtain the creativity and also originality from the groups.

Tuckman's Teamwork Theory: As much as Lewis's worry concerning bringing consistency in between the advertising and advertising division is concerned, this would at first lead to contrast as talked about by Bruce Tuckman in his 'Synergy Theory'. By incorporating the advertising and marketing and also advertising and marketing department's job, there may be the same first separate which can lead to the 2nd stage of 'storming' where the teams challenge one an additional.

When people are provided with adjustment, they go into stage one and so there might be emotions like unhappiness, unpredictability, frustration, rage, anxiety, rejection and disorientation.The scenario at the advertising and marketing department of British Telecommunications Plc is comparable so Lewis can obtain comfy with the concept that it is not amazing habits. It is throughout this stage that Lewis will have to provide assistance to the department so that they can locate a sense of direction. It can be seen exactly how Krasnow has actually currently made this transition less complicated by making Lewis get involved in the division a year prior to his actual departure.
Vrio Analysis
Maslow's Demand hierarchy: The OB concern pertaining to insecurity at the office has been activated first of all by the change in management and also second of all by the fact that the merging will certainly no more be initiated. Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has discusses the value of 'security requires as being a lower level demand of a human for activating motivation. As seen in the pyramid cooperated appendix 3, we can see how 'the demand to really feel safe and secure as well as unharmed' goes to the second level of needs. Prior to a staff member can be made to develop emotionally, he needs to have his 'Physiological 'and also 'Safety' needs met. This indicates that unless the workers are made to really feel secure about their existing employment standing in British Telecommunications Plc they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for British Telecommunications Plc Case Study

Effects of Analysis.

The OB analysis has considered different theories to understand just how to manage the current scenario handy. The complying with three choices have been proposed to aid Lewis handle the organizational challenges in the advertising department. Each of these options has been recommended for alleviating the shift required to bring the advertising department according to the needs of the market as well as for making the social modification that would comply with once the present leader leaves.

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

Examination of Alternatives.

Judith Shapiro who has actually earlier been talked to by Lewis during the earlier merging days has know-how in business-to-business advertising along with company and retail marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising and marketing to deal with both advertising as well as marketing functions.

The advantage of this technique is that it will certainly incorporate both functions while lowering the demand for employing an extra resource for marketing. Lewis would be heading the marketing department and also in any case her replacement would certainly be needed for the existing role that she is doing. The downside of this choice is that exterior hiring may bring about resentment from internal workers that may be considering the setting of EVP after Lewis takes control of Krasnow's position.

Separating Adverting as well as Manufacturing: Given the competitive pressures and also premium quality job required from the advertising agency, it is suggested that Lewis ought to allow the production device to be a separate function from the advertising system. Because many advertising agencies had these 2 functions as separate devices, it makes even more sense to comply with the standard. Along with this, both features might have the ability to focus on their core turns on extra effectively. The disadvantage of this approach would be that added prices would have to be birthed for setting up separate manufacturing features. A manufacturing head might have to be worked with which might boost overheads for the company.

Combination of Advertising And Marketing with Operations: Considering that Lewis is currently taking care of the advertising and also operations divisions simultaneously; it makes sense to incorporate the two features because she has actually been successfully taking treatment of both ends. The reality that Lewis has to adjust her administration design for the advertising and marketing division suggests that these 2 departments would be culturally varied.


An examination of the 3 choices shows that integration of marketing and procedures would not be a viable action due to the large differences between the 2 divisions in spite of the fact that currently Lewis is managing both. While splitting up of the manufacturing feature may have been a favorable action for the marketing division, the fact that it would indicate placing a 3rd function under Lewis's wing suggests this ought to be avoided.

Action Plan.
Lewis will certainly take control of the role of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

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

Manufacturing function will certainly stay part of advertising and marketing under marketing function.

Lewis will divide herself from procedures.

An autonomous leadership style with worker empowerment will certainly be made use of in marketing division.

Open up door policy and also focus on cross departmental interaction will be targeted at eliminating discord.

Backup plan.

If the assimilation does not work out as intended, a contingency strategy would follow which would certainly divide the production function from the marketing feature to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not get hired, Lewis will be heading the marketing department without an SVP. Because case the manufacturing feature will definitely be separated by putting it under an SVP production.