Citibanks E Business Strategy For Global Corporate Banking 2008 Case Study Analysis


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Citibanks E Business Strategy For Global Corporate Banking 2008 Case Study Solution

Background and Facts

Citibanks E Business Strategy For Global Corporate Banking 2008 a workplace materials merchant for tiny as well as average sized businesses has just recently been associated with planning for a merging with its competitor Residence Deport, which has influenced efficiency levels in departmentswith the elderly manager involved in legal difficulties presented by the government Trade Commission. With the Advertising and marketing Head putting forward the information of his departure from the firm in one year, Jeannie Lewis, the current head of operations has been asked to take the role in the future. With challenges in the type of a possible social modification and also low staff member morale, the company is in need of a full reengineering initiative at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The prospective social modification at the advertising department of Citibanks E Business Strategy For Global Corporate Banking 2008 is raising unpredictability in the workplace leading to numerous difficulties for the Jeannie Lewis that would be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing calculated choices because Stapes Inc. needed to desert its strategies of combining with Workplace Deport after the Federal Trade Compensation's treatment at the same time. Given the fact that the store has a worldwide presence with branches in UK, USA, Canada and also Germany, political consider each of these countries may have the ability to impact efficiency or critical goals. Federal Trade Commission's antitrust suit versus the merger took up important time of the organization's elderly management recommending that 'political' factors can have major effects for an international organisation.

Economic Factors: Economic factors such as the emergence of small companies in the worldwide situation suggest that Citibanks E Business Strategy For Global Corporate Banking 2008 is growing in a setting where there is possible growth of companies. Reality that store clients are mostly looking for office supplies for residence workplaces recommends that the market has a climbing trend of business owners as well as residence based services.

Social factors: Social trends in the economy reveal that consumers are looking for convenience in addition to appealing prices. Market research demonstrates how the client for Citibanks E Business Strategy For Global Corporate Banking 2008 does not have awareness concerning finding remedies which can use a mix of ease and affordable.

Technological factors: Technology plays an important duty in Citibanks E Business Strategy For Global Corporate Banking 2008's organisation method especially as the company is piloting Modern technology facilities which would supply technology sales as well as support in the type of memory upgrades, peripheral setups. (Summary of BUG in appendix 2).

OB Issues and also Manifestations.

A number of underlying Business Behavior issues can be seen in Citibanks E Business Strategy For Global Corporate Banking 2008's case as highlighted in this section.

Apprehensions regarding social adjustment: There is worry regarding a social change that would certainly take place as soon as Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Advertising And Marketing with most of the staff members already showing discontent over this prospective relocation. This expected modification has actually produced tension in the office which has been coupled with the previous stress and anxiety of preparing the company for a prospective merging with House Deport.
Pest Analysis
Demanding Task Setting for Newcomers: There is scarcity of workers that can match the difficult atmosphere of a hectic company. Not only does this bring about difficulty in locating the right people, it places tension on brand-new hires as can not stand up to the speed and stress that the company expects them to bear.

Dual Coverage Lines: Novices find this organizational culture difficult as well as difficult to manage particularly as populated line connections are indicated to be weak as a whole as well as unbiased setup and performance assessment is still done by the strong line supervisor. This indicates that newcomers can lose clarity about their respective functions and also purposes specifically as dotted line reporting does not maintain them in direct communication with the solid line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles despite the fact that it had been guessed that the latter would certainly take Krasnow's setting came as an impact to her morale. Lewis might have been qualified as well as proper for the work however the fact that Kransnow's separation would make Coles a direct record to Lewis might have been the factor for Coles' resignation from solutions.

Concern & Work Instability: Anxiety and instability can be determined as 2 major concerns that Lewis would be handling specifically as the merger has now be cancelled and two elderly execs of the advertising division would certainly be leaving. The entire duty of the department would certainly be dropping on Lewis's shoulders that would not just supervise of brining regarding a social change yet would certainly likewise have to verify herself in her new role.

Incompatible Administration Design of Leader: Lewis's monitoring design and its conflict with the advertising division's duty can additionally be seen as an OB obstacle particularly as she has been utilized to managing problems in the procedures department where employees are taught to focus on procedures and obtain them. The advertising and marketing department on the various other hand can be seen as a group of people who are used to being supported by Krasnow that concentrated extra on outcome than processes.

Interdepartmental Differences: Interdepartmental differences in between three departments, marketing, merchandizing and also operations respectively over the appropriation of the advertising mix can be recognized as one more OB issue. The marketing department does not share the very same vision as the other 2 departments regarding the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing and procedures departments do not agree over the advertising mix allotment among one another either.

Fragmentation in Marketing Division: Disintegration in between the advertising and marketing divisions can be recognized as one more OB concern which can require more interest. The truth that the marketing and advertising sections in the advertising department are separated is preventing both departments from getting from each various other's experience as well as experience. Integration of advertising and marketing with merchandising and procedures would certainly become more difficult if the advertising and marketing department itself is disintegrated which can be one more possible OB problem.

Citibanks E Business Strategy For Global Corporate Banking 2008 Analysis

Numerous concepts have actually been made use of to explain the circumstances to get additional quality concerning the scenario at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, a lot of managers believe that subordinates are passive and also lazy, have little passion and also stand up to change. The hard variation of this theory emphasized coercion, tight controls, threats and also penalties. Over time it creates low performance, refined sabotage as well as rivalry (Bargain, 2003). Although the situation at Citibanks E Business Strategy For Global Corporate Banking 2008 is not entirely following Theory X, it can be seen that brand-new hires are discovering this setting instead demanding which may at some point lead to a greater disposition of the monitoring in the direction of Theory X. As per McGregor's supported sight, which he called Concept Y, the necessary job of the management is to set up business problems so that people can attain their own goals best by routing their efforts in the direction of business rewards. If individuals locate no complete satisfaction in their work, the management would have little option however to count on concept X as well as external control (Deal, 2003). Even while examining Lewis's administration design, theory X may have been suitable in the operations department to some extent however the Marketing department would certainly call for reliance on Theory Y to get the imagination and originality from the teams.

Tuckman's Team effort Theory: As much as Lewis's issue about bringing harmony between the advertising and advertising department is concerned, this would initially lead to conflict as gone over by Bruce Tuckman in his 'Team effort Concept'. By integrating the advertising as well as marketing division's job, there may be the same first detach which might lead to the second stage of 'storming' where the groups challenge one another.

Bridges' Shift Model: According To William Bridge's theory (appendix 4), individuals are rather uncomfortable with modification, which is noticeable by the circumstance at Citibanks E Business Strategy For Global Corporate Banking 2008 The scenario can be seen as a normal training course of life if is studied as per Bridge's theory where he describes that individuals undergo three stages of change when they experience modification. 'Closing, losing and also Releasing', The Neutral Zone and 'The New Beginning' (Bridges, 2004). When individuals exist with modification, they enter stage one therefore there might be feelings like unhappiness, unpredictability, aggravation, temper, worry, denial as well as disorientation.The scenario at the marketing division of Citibanks E Business Strategy For Global Corporate Banking 2008 is comparable so Lewis can get comfortable with the idea that it is not extraordinary behavior. In the second stage, there might be a requirement to connect the gap in between the new and old culture so Lewis might have to encounter this challenge as soon as Krasnow leaves. There might be reduced morale as well as reduced efficiency at this phase which need to not be taken as a trouble. It is throughout this stage that Lewis will certainly have to provide advice to the department so that they can find an orientation. It can be seen just how Krasnow has already made this shift simpler by making Lewis get involved in the department a year before his real departure. According to Bridges' Version, phase 3 will certainly bring about visibility to discovering, High power as well as dedication as individuals will certainly welcome the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Pecking order' (appendix 5) has talks about the importance of 'safety and security needs as being a lower level requirement of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the demand to really feel safe as well as out of risk' is at the second level of requirements. Prior to a worker can be made to develop emotionally, he needs to have his 'Physiological 'and also 'Security' requires met.

SWOT Analysis for Citibanks E Business Strategy For Global Corporate Banking 2008 Case Study

Ramification of Analysis.

The OB analysis has actually looked at numerous theories to comprehend how to manage the present scenario handy. The following 3 options have been suggested to assist Lewis handle the business difficulties in the marketing department. Each of these options has been recommended for relieving the change needed to bring the advertising division in line with the demands of the market and for making the social change that would follow once the current leader leaves.

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

Examination of Alternatives.

Assimilation of Marketing & Advertising Functions: The in-house marketing agency of Citibanks E Business Strategy For Global Corporate Banking 2008 is already toughness for the organization in regards to conserving up on expenses related to advertising and marketing and also promotion. Because no brand-new recruitment has actually been done after Bridget Cole's departure with the reporting line being straight designated to Krasnow for the marketing feature, this is a positive opportunity for incorporating the marketing and advertising features. Judith Shapiro that has earlier been talked to by Lewis throughout the earlier merger days has knowledge in business-to-business advertising and marketing along with agency and also retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to manage both advertising and marketing features.

The benefit of this strategy is that it will incorporate both features while minimizing the need for working with an extra source for advertising. Lewis would be heading the marketing division as well as in any type of case her substitute would be required for the present function that she is carrying out. The downside of this choice is that outside hiring may bring about animosity from interior employees who might be eying the setting of EVP after Lewis takes control of Krasnow's position.

Separating Adverting as well as Manufacturing: Given the competitive stress and premium quality job called for from the ad agency, it is recommended that Lewis should permit the production unit to be a different feature from the marketing system. Given that many ad agency had these 2 features as different systems, it makes more feeling to comply with the standard. Along with this, both features may have the ability to concentrate on their core activates a lot more efficiently. The negative aspect of this strategy would certainly be that added expenses would certainly have to be borne for setting up separate production features. A manufacturing head might have to be employed which could increase overheads for the organization.

Combination of Advertising with Procedures: Because Lewis is already taking treatment of the marketing as well as procedures departments simultaneously; it makes feeling to integrate the 2 functions given that she has been successfully taking treatment of both ends. The truth that Lewis has to adapt her management style for the advertising division recommends that these two divisions would be culturally varied.


An analysis of the three choices indicates that combination of advertising and operations would certainly not be a possible step due to the huge distinctions in between the two divisions regardless of the truth that currently Lewis is dealing with both. While splitting up of the manufacturing feature may have been a positive relocation for the advertising and marketing department, the reality that it would certainly indicate putting a third feature under Lewis's wing means this should be stayed clear of.

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

Manufacturing function will remain component of advertising and marketing under marketing feature.

Lewis will separate herself from procedures.

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

Open up door policy as well as emphasis on cross departmental communication will certainly be targeted at eliminating disharmony.

Backup plan.

If the combination does not work out as planned, a contingency plan would certainly follow which would certainly separate the manufacturing function from the advertising feature to lower the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the advertising division without an SVP. In that case the manufacturing function will absolutely be separated by putting it under an SVP production.