Candela Laser Vs Cynosure Inc Case Study Help


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Candela Laser Vs Cynosure Inc Case Study Help

Background and Facts

Candela Laser Vs Cynosure Inc a workplace materials seller for small and also medium sized companies has lately been involved in planning for a merger with its competitor House Deport, which has influenced efficiency degrees in departmentswith the elderly supervisor involved in lawful difficulties presented by the federal Trade Payment. With the Advertising Head putting forward the information of his departure from the business in one year, Jeannie Lewis, the existing head of operations has actually been asked to take the function in the future. With obstacles in the type of a possible social change as well as low worker morale, the organization needs a full reengineering initiative at the advertising division.

Problem Declaration
Porter's 5 Forces Analysis
The possible social adjustment at the advertising department of Candela Laser Vs Cynosure Inc is increasing unpredictability in the workplace bring about different difficulties for the Jeannie Lewis who would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in impacting critical decisions given that Stapes Inc. needed to abandon its plans of merging with Office Deport after the Federal Profession Commission's intervention in the process. Given the truth that the store has a global existence with branches in UK, USA, Canada as well as Germany, political factors in each of these countries might have the ability to impact efficiency or calculated objectives. Federal Profession Commission's antitrust fit against the merging used up beneficial time of the organization's elderly monitoring suggesting that 'political' factors can have severe effects for an international business.

Economic Factors: Economic factors such as the development of local business in the international situation suggest that Candela Laser Vs Cynosure Inc is prospering in a setting where there is potential development of services. Reality that store customers are mostly looking for office products for home workplaces recommends that the market has a climbing pattern of entrepreneurs and also residence based services.

Social factors: Social trends in the economic situation show that clients are seeking comfort along with appealing costs. Market research shows how the client for Candela Laser Vs Cynosure Inc does not have understanding regarding finding solutions which can supply a mix of comfort as well as inexpensive.

Technological factors: Technology plays a vital role in Candela Laser Vs Cynosure Inc's organisation approach especially as the company is piloting Technology centers which would certainly offer modern technology sales as well as support in the type of memory upgrades, outer installments. (Recap of BUG in appendix 2).

OB Issues and Effects.

Several underlying Organizational Behavior issues can be seen in Candela Laser Vs Cynosure Inc's case as highlighted in this area.

Uneasiness about cultural change: There is uneasiness regarding a cultural change that would take place as soon as Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Marketing with a lot of the personnel already revealing discontent over this possible step. This expected modification has produced anxiety in the office which has been coupled with the past anxiety of preparing the firm for a possible merging with House Deport.
Pest Analysis
Demanding Work Setting for Newcomers: There is scarcity of personnel that can match the stressful setting of a fast-paced company. Not just does this result in problem in locating the right individuals, it places stress on brand-new hires as can not stand up to the speed as well as stress that the company expects them to birth.

Twin Reporting Lines: Newbies find this organizational culture cumbersome and also hard to handle particularly as dotted line relationships are indicated to be weak as a whole as well as objective setup and also performance examination is still done by the solid line manager. This indicates that newcomers could shed clarity concerning their corresponding functions and goals especially as populated line coverage does not keep them in direct communication with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles even though it had been speculated that the last would certainly take Krasnow's placement came as an impact to her morale. Lewis might have been qualified and also proper for the task yet the fact that Kransnow's separation would make Coles a straight report to Lewis may have been the factor for Coles' resignation from services.

Concern & Task Instability: Anxiety as well as insecurity can be identified as two major problems that Lewis would be managing especially as the merging has now be terminated and 2 senior executives of the marketing division would be leaving. The whole obligation of the department would certainly be dropping on Lewis's shoulders who would not just supervise of brining regarding a cultural modification but would also need to show herself in her new function.

Inappropriate Management Design of Leader: Lewis's management style and also its incompatibility with the marketing division's role can additionally be viewed as an OB obstacle specifically as she has been made use of to handling problems in the procedures division where workers are shown to focus on processes and get them right. The advertising department on the various other hand can be viewed as a team of individuals who are made use of to being nurtured by Krasnow who focused a lot more on result than procedures.

Interdepartmental Arguments: Interdepartmental disputes in between three departments, advertising and marketing, merchandizing as well as operations respectively over the appropriation of the advertising mix can be identified as another OB worry. The advertising division does not share the same vision as the other two departments pertaining to the aloocation of the advertising mix twoards promotions and advertsing, the merchandizing and also operations departments do not agree over the advertising mix allowance amongst one an additional either.

Disintegration in Advertising And Marketing Division: Fragmentation between the advertising and marketing divisions can be determined as an additional OB problem which can require additional focus. The truth that the marketing and advertising sections in the advertising and marketing department are detached is stopping both departments from gaining from each other's experience and also knowledge. Integration of advertising with merchandising and also procedures would certainly come to be more difficult if the marketing department itself is disintegrated which can be an additional possible OB concern.

Candela Laser Vs Cynosure Inc Analysis

Various concepts have actually been used to describe the situations to obtain additional clearness about the circumstance available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that subordinates are passive as well as lazy, have little ambition and stand up to modification. The difficult variation of this theory emphasized browbeating, tight controls, threats and penalties. With time it generates low performance, subtle sabotage and also rivalry (Deal, 2003). Although the scenario at Candela Laser Vs Cynosure Inc is not entirely complying with Concept X, it can be seen that new hires are discovering this atmosphere rather difficult which might at some point result in a greater inclination of the management in the direction of Theory X. According to McGregor's promoted sight, which he called Theory Y, the vital task of the management is to arrange business problems so that people can attain their own goals best by directing their initiatives towards organizational benefits. If people discover no contentment in their work, the management would certainly have little option but to rely on theory X as well as exterior control (Offer, 2003). Even while assessing Lewis's administration design, concept X may have been suitable in the operations department somewhat however the Marketing division would require reliance on Concept Y in order to get the imagination and also creativity from the groups.

Tuckman's Synergy Concept: Regarding Lewis's issue concerning bringing consistency in between the marketing and advertising department is worried, this would initially bring about clash as talked about by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). As per Tuckman's concept displayed in appendix 3, throughout the first stage of group growth, people may not bond, as they are active finding their location in the group. By integrating the marketing and advertising division's job, there may be the same initial detach which might result in the 2nd stage of 'storming' where the teams challenge one another. It is just during the third stage or 'norming' when they would come with each other to share ideas prior to the group can bring around harmony in the fourth phase 'carrying out'.

When individuals are provided with change, they get in stage one and so there may be feelings like despair, unpredictability, frustration, rage, fear, denial and also disorientation.The scenario at the advertising department of Candela Laser Vs Cynosure Inc is similar so Lewis can obtain comfortable with the suggestion that it is not phenomenal habits. It is throughout this stage that Lewis will have to offer guidance to the department so that they can find a sense of instructions. It can be seen just how Krasnow has actually already made this change easier by making Lewis get entailed in the department a year before his real departure.
Vrio Analysis
Maslow's Demand power structure: The OB concern pertaining to instability at the office has actually been caused firstly by the adjustment in monitoring and secondly by the truth that the merger will certainly no longer be launched. Abraham Maslow in his Concept of 'Requirements Pecking order' (appendix 5) has reviews the value of 'safety requires as being a reduced degree requirement of a human for activating motivation. As seen in the pyramid cooperated appendix 3, we can see how 'the requirement to really feel protected and also untouched' goes to the second level of needs. Prior to an employee can be made to create emotionally, he needs to have his 'Physical 'as well as 'Safety' needs satisfied. This indicates that unless the personnel are made to feel protected regarding their current work standing in Candela Laser Vs Cynosure Inc they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Candela Laser Vs Cynosure Inc Case Study

Effects of Analysis.

The OB analysis has taken a look at different theories to understand just how to handle the existing circumstance at hand. The adhering to 3 choices have actually been proposed to aid Lewis take care of the business difficulties in the advertising and marketing department. Each of these choices has actually been recommended for alleviating the transition needed to bring the marketing department in accordance with the requirements of the marketplace as well as for making the social change that would follow when the present leader leaves.

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

Evaluation of Alternatives.

Combination of Marketing & Advertising Functions: The internal marketing agency of Candela Laser Vs Cynosure Inc is currently stamina for the company in terms of saving up on expenses associated with marketing and promo. Because no brand-new employment has been done after Bridget Cole's separation with the reporting line being directly assigned to Krasnow for the marketing feature, this is a beneficial chance for incorporating the marketing and advertising functions. Judith Shapiro that has earlier been interviewed by Lewis throughout the earlier merging days has proficiency in business-to-business advertising and marketing in addition to agency and also retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to manage both marketing and advertising features.

The advantage of this method is that it will incorporate both features while decreasing the need for hiring an extra source for advertising. In addition to this, Lewis would be heading the advertising and marketing department and also all the same her substitute would certainly be needed for the existing duty that she is carrying out. The drawback of this alternative is that external hiring may cause animosity from inner personnel that may be looking at the position of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting and also Production: Given the competitive stress as well as excellent quality job required from the ad agency, it is recommended that Lewis needs to enable the production unit to be a different function from the advertising unit. Considering that many ad agency had these two functions as separate units, it makes more feeling to comply with the standard. In addition to this, both functions may be able to focus on their core activates extra efficiently. The disadvantage of this approach would certainly be that additional costs would certainly have to be birthed for establishing up different production features. In addition to this, a manufacturing head may need to be hired which can raise expenses for the company.

Combination of Advertising And Marketing with Procedures: Considering that Lewis is currently caring for the advertising as well as operations departments concurrently; it makes good sense to incorporate the two functions because she has been efficiently looking after both ends. The fact that both departments already have major distinctions over allowance of sources suggests that this assimilation might be able to produce harmony specifically as Lewis would certainly be heading both ends.However there are numerous drawbacks of this relocation specifically as it would place excessive problem over Lewis's shoulders. The reality that Lewis needs to adjust her management style for the advertising division recommends that these 2 divisions would certainly be culturally diverse. Lewis may not be able to apply one type of management design to both divisions which might result in inadequacy in either one of the 2 functions.


An examination of the three choices shows that assimilation of advertising and marketing as well as procedures would not be a viable step because of the substantial distinctions in between the two departments despite the fact that currently Lewis is managing both. While splitting up of the production feature might have been a beneficial relocation for the marketing department, the fact that it would mean positioning a 3rd feature under Lewis's wing means this should be prevented. The integration of the marketing division is the very best alternative in regards to getting the ideal results from the division. An activity plan for this choice is talked about below.

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

Marketing and advertising features would be merged.

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

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

Lewis will certainly separate herself from operations.

An autonomous management style with staff member empowerment will certainly be made use of in marketing division.

Open door plan and also emphasis on cross department interaction will certainly be targeted at eliminating dissonance.

Backup strategy.

If the assimilation does not work out as prepared, a contingency plan would certainly adhere to which would divide the production feature from the marketing feature to reduce the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will be heading the advertising and marketing division without an SVP. In that case the production feature will definitely be divided by placing it under an SVP production.