Burma Pipeline Case Study Help


Home >> Harvard >> Burma Pipeline >>

Burma Pipeline Case Study Help

Background and Facts

Burma Pipeline a workplace supplies retailer for tiny and moderate sized companies has actually just recently been involved in preparing for a merging with its rival Residence Deport, which has affected efficiency degrees in departmentswith the elderly supervisor associated with lawful difficulties presented by the government Profession Compensation. With the Marketing Head putting forward the information of his departure from the firm in one year, Jeannie Lewis, the current head of procedures has been asked to take the role in the future. With challenges in the type of a potential cultural modification and also low worker morale, the company requires a complete reengineering effort at the advertising and marketing division.

Trouble Declaration
Porter's 5 Forces Analysis
The possible cultural modification at the advertising and marketing department of Burma Pipeline is raising unpredictability in the working environment bring about various difficulties for the Jeannie Lewis that would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in affecting tactical choices considering that Stapes Inc. had to abandon its strategies of merging with Office Deport after the Federal Trade Compensation's treatment in the process. Given the fact that the store has a worldwide presence with branches in UK, U.S.A., Canada and Germany, political consider each of these countries might have the ability to impact efficiency or critical objectives. Federal Profession Payment's antitrust match versus the merger took up valuable time of the company's elderly administration suggesting that 'political' factors can have serious ramifications for a worldwide business.

Economic Factors: Economic factors such as the introduction of local business in the global scenario suggest that Burma Pipeline is growing in an atmosphere where there is potential development of companies. Reality that store consumers are mainly looking for office materials for residence offices recommends that the market has an increasing trend of business owners as well as house based businesses.

Social factors: Social trends in the economic situation show that consumers are seeking comfort along with attractive rates. Market research shows how the client for Burma Pipeline lacks awareness about finding services which can use a combination of comfort and low costs.

Technical factors: Technology plays a crucial function in Burma Pipeline's service strategy particularly as the company is piloting Modern technology centers which would supply modern technology sales and support in the form of memory upgrades, outer setups. (Summary of BUG in appendix 2).

OB Issues and Symptoms.

Numerous underlying Organizational Habits problems can be seen in Burma Pipeline's case as highlighted in this section.

Uneasiness about cultural change: There is worry about a social modification that would take place when Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising And Marketing with the majority of the employee already showing unhappiness over this prospective step. This predicted modification has created anxiety in the workplace which has been paired with the previous tension of preparing the company for a potential merger with Residence Deport.
Pest Analysis
Demanding Job Environment for Newcomers: There is lack of workers that can match the stressful setting of a fast-paced company. Not only does this bring about problem in finding the ideal people, it places tension on brand-new hires as can not hold up against the rate as well as pressure that the organization expects them to birth.

Dual Reporting Lines: Newbies discover this organizational culture cumbersome as well as hard to deal with specifically as dotted line connections are implied to be weak generally and objective setup as well as efficiency assessment is still done by the solid line manager. This means that newbies might shed quality regarding their respective roles and objectives specifically as populated line coverage does not keep them in straight interaction with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower as opposed to 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 capable and proper for the job however the truth that Kransnow's separation would certainly make Coles a direct record to Lewis may have been the reason for Coles' resignation from services.

Fear & Job Insecurity: Concern and instability can be recognized as two major issues that Lewis would be handling specifically as the merging has actually now be cancelled as well as two senior execs of the advertising department would be leaving. The whole responsibility of the department would certainly be falling on Lewis's shoulders who would not just be in charge of brining concerning a social change yet would likewise have to show herself in her new duty.

Inappropriate Management Design of Leader: Lewis's administration design as well as its incompatibility with the advertising division's function can additionally be seen as an OB difficulty particularly as she has actually been used to dealing with problems in the operations division where workers are taught to focus on procedures and obtain them. The advertising and marketing division on the other hand can be viewed as a team of people that are utilized to being nurtured by Krasnow that focused extra on outcome than processes.

Interdepartmental Disputes: Interdepartmental differences between 3 departments, advertising and marketing, merchandizing and also procedures respectively over the appropriation of the marketing mix can be determined as an additional OB problem. Although the marketing department does not share the same vision as the various other two departments regarding the aloocation of the advertising and marketing mix twoards promos and also advertsing, the merchandizing and also procedures divisions do not concur over the marketing mix allocation amongst each other either.

Disintegration in Advertising And Marketing Division: Disintegration in between the marketing and advertising departments can be determined as an additional OB problem which can require more attention. The reality that the advertising and marketing sections in the advertising department are disconnected is protecting against both divisions from acquiring from each other's experience and also knowledge. Assimilation of advertising with retailing and also procedures would certainly end up being more difficult if the marketing division itself is broken down which can be an additional possible OB concern.

Burma Pipeline Analysis

Different concepts have actually been utilized to describe the circumstances to get further clarity about the situation at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, many managers think that staffs are easy as well as careless, have little aspiration and resist change. The circumstance at Burma Pipeline is not entirely adhering to Theory X, it can be seen that new hires are discovering this setting instead difficult which might at some point lead to a higher inclination of the management towards Concept X. Also while evaluating Lewis's monitoring style, concept X might have been appropriate in the procedures department to some level but the Advertising and marketing division would certainly need dependence on Theory Y in order to obtain the creative thinking as well as originality from the groups.

Tuckman's Synergy Concept: As for Lewis's concern about bringing harmony between the advertising and marketing department is worried, this would originally bring about contrast as gone over by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). As per Tuckman's theory shown in appendix 3, during the first stage of group advancement, people may not bond, as they are hectic finding their location in the group. By integrating the marketing and advertising division's work, there might be the same first detach which might cause the 2nd phase of 'storming' where the teams challenge one another. It is just during the third stage or 'norming' when they would come together to share ideas prior to the group can bring about synergy in the fourth phase 'carrying out'.

Bridges' Transition Version: As per William Bridge's theory (appendix 4), people are fairly unpleasant with change, which is noticeable by the circumstance at Burma Pipeline The scenario can be seen as a regular training course of life if is examined based on Bridge's concept where he explains that individuals undergo three stages of transition when they experience change. 'Closing, losing as well as Releasing', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals exist with adjustment, they go into stage one therefore there might be emotions like sadness, uncertainty, disappointment, temper, worry, rejection as well as disorientation.The scenario at the advertising and marketing department of Burma Pipeline is comparable so Lewis can obtain comfy with the idea that it is not remarkable habits. In the second stage, there may be a need to link the space between the brand-new and also old society so Lewis may have to encounter this challenge when Krasnow leaves. There might be reduced spirits and low efficiency at this phase which should not be taken as a problem. It is during this phase that Lewis will certainly have to offer support to the division to ensure that they can locate a sense of direction. It can be seen exactly how Krasnow has actually currently made this change much easier by making Lewis get involved in the division a year prior to his actual separation. As per Bridges' Version, stage three will certainly cause openness to knowing, High power and commitment as people will certainly accept the change (Bridges, 2004).
Vrio Analysis
Maslow's Requirement pecking order: The OB concern pertaining to instability at the workplace has been triggered to start with by the change in management and secondly by the reality that the merger will no longer be started. Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has discusses the relevance of 'security needs as being a lower degree requirement of a human for setting off motivation. As seen in the pyramid cooperated appendix 3, we can see how 'the demand to really feel safe and secure and also safe' goes to the 2nd degree of demands. Prior to an employee can be made to create mentally, he requires to have his 'Physical 'and also 'Security' needs met. This indicates that unless the employees are made to feel secure about their present work condition in Burma Pipeline they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Burma Pipeline Case Study

Ramification of Analysis.

The OB analysis has considered various theories to understand how to cope with the existing scenario available. The following 3 alternatives have actually been recommended to aid Lewis manage the business obstacles in the marketing department. Each of these options has actually been recommended for reducing the transition required to bring the advertising and marketing department in line with the requirements of the marketplace and also for making the social change that would certainly follow once the existing leader leaves.

Combination of marketing and advertising functions. Dividing Adverting and also Manufacturing features. Assimilation of Advertising with Procedures.

Evaluation of Alternatives.

Assimilation of Marketing & Advertising And Marketing Functions: The in-house advertising and marketing agency of Burma Pipeline is currently strength for the organization in regards to conserving up on overheads connected to marketing and promotion. Because no brand-new employment has been done after Bridget Cole's separation with the coverage line being straight assigned to Krasnow for the advertising and marketing feature, this is a beneficial chance for incorporating the advertising and marketing functions. Judith Shapiro that has earlier been talked to by Lewis throughout the earlier merger days has know-how in business-to-business advertising together with company and also retail marketing experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to manage both advertising and marketing functions.

The benefit of this approach is that it will certainly incorporate both functions while minimizing the requirement for working with an extra source for marketing. Lewis would be heading the advertising and marketing division and in any type of case her substitute would certainly be needed for the existing duty that she is doing. The negative aspect of this choice is that exterior hiring may cause bitterness from internal personnel that might be eying the placement of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting and also Manufacturing: Given the competitive stress and high quality job called for from the marketing agency, it is recommended that Lewis ought to enable the manufacturing system to be a different function from the advertising and marketing system. Since a lot of advertising companies had these two functions as separate systems, it makes even more feeling to comply with the norm.

Integration of Marketing with Workflows: Because Lewis is already taking treatment of the advertising and marketing and operations departments at the same time; it makes feeling to incorporate the two functions given that she has actually been effectively taking care of both ends. The truth that Lewis has to adjust her monitoring style for the advertising department suggests that these 2 departments would certainly be culturally diverse.


An examination of the 3 alternatives indicates that assimilation of advertising and marketing and also operations would certainly not be a practical step because of the huge distinctions in between both departments although that presently Lewis is handling both. While separation of the production function may have been a desirable relocation for the advertising and marketing department, the reality that it would certainly imply positioning a 3rd function under Lewis's wing implies this must be avoided also. The combination of the advertising and marketing division is the very best choice in regards to getting the ideal results from the division. An activity plan for this alternative is reviewed below.

Activity Strategy.
Lewis will certainly take control of the duty of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising features would be merged.

Judith Shapiro will certainly be worked with to take Lewis's area as SVP of advertising and marketing.

Production feature will stay part of advertising and marketing under marketing function.

Lewis will separate herself from procedures.

A democratic management style with staff member empowerment will be made use of in marketing department.

Open door policy as well as focus on cross department communication will certainly be focused on getting rid of disharmony.

Backup strategy.

If the integration does not work out as planned, a backup strategy would certainly follow which would separate the manufacturing feature from the advertising function to lower the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the advertising division without an SVP. In that case the manufacturing feature will definitely be divided by putting it under an SVP production.