Citigroups Shareholder Tango In Brazil A Case Study Solution


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Citigroups Shareholder Tango In Brazil A Case Study Analysis

Background and Facts

Citigroups Shareholder Tango In Brazil A a workplace materials seller for tiny and average sized businesses has actually lately been associated with planning for a merging with its competitor Home Deport, which has impacted efficiency levels in departmentswith the elderly supervisor involved in lawful complications presented by the government Trade Commission. With the Marketing Head putting forward the news of his departure from the firm in one year, Jeannie Lewis, the existing head of procedures has been asked to take the function in the future. With challenges in the form of a prospective cultural adjustment and reduced staff member morale, the company wants a complete reengineering effort at the marketing division.

Issue Declaration
Porter's 5 Forces Analysis
The possible social adjustment at the marketing department of Citigroups Shareholder Tango In Brazil A is enhancing unpredictability in the working environment leading to numerous obstacles for the Jeannie Lewis who would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting calculated decisions considering that Stapes Inc. had to desert its plans of merging with Office Deport after the Federal Trade Payment's intervention at the same time. Given the reality that the store has a global existence with branches in UK, UNITED STATES, Canada as well as Germany, political consider each of these countries might be able to influence performance or critical objectives. Federal Trade Compensation's antitrust match versus the merging used up useful time of the company's senior administration recommending that 'political' factors can have significant effects for a global organisation.

Economic Factors: Economic factors such as the emergence of local business in the international situation suggest that Citigroups Shareholder Tango In Brazil A is growing in an environment where there is prospective growth of services. Truth that store consumers are mainly looking for workplace materials for home workplaces recommends that the market has a climbing pattern of entrepreneurs as well as home based services.

Social factors: Social fads in the economic climate reveal that customers are trying to find ease as well as attractive rates. Market research demonstrates how the consumer for Citigroups Shareholder Tango In Brazil A lacks recognition regarding discovering services which can supply a mix of ease and low costs.

Technical factors: Modern technology plays an important duty in Citigroups Shareholder Tango In Brazil A's organisation approach especially as the company is piloting Modern technology facilities which would supply technology sales and support in the kind of memory upgrades, outer installations. (Summary of PARASITE in appendix 2).

OB Issues and also Effects.

Several underlying Organizational Behavior problems can be seen in Citigroups Shareholder Tango In Brazil A's case as highlighted in this area.

Worries about cultural adjustment: There is concern concerning a social modification that would take place as soon as Todd Krasnow leaves from his placement as the Exec Vice President of Advertising And Marketing with a lot of the staff members currently showing discontent over this possible relocation. This predicted modification has actually created stress in the office which has actually been paired with the previous stress of preparing the company for a possible merging with House Deport.
Pest Analysis
Demanding Work Setting for Newcomers: There is shortage of workers that can match the stressful atmosphere of a fast-paced company. Not just does this cause trouble in finding the best people, it puts stress and anxiety on new hires as can not stand up to the rate and pressure that the organization expects them to birth.

Twin Reporting Lines: Beginners locate this organizational society troublesome and also hard to handle specifically as populated line relationships are suggested to be weaker generally as well as objective setting and also performance assessment is still done by the solid line supervisor. This indicates that newcomers might lose quality concerning their respective functions and objectives particularly as dotted line coverage does not maintain them in direct communication with the solid line managers.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower rather than Bridget Coles although it had been guessed that the latter would take Krasnow's placement came as a strike to her morale. Lewis may have been qualified as well as suitable for the work however the fact that Kransnow's departure would make Coles a direct record to Lewis might have been the factor for Coles' resignation from services.

Fear & Job Insecurity: Anxiety as well as insecurity can be identified as two significant concerns that Lewis would be handling especially as the merger has currently be terminated and also two senior executives of the marketing division would be leaving. The whole duty of the division would certainly be falling on Lewis's shoulders who would certainly not just be in charge of brining regarding a cultural modification yet would additionally need to prove herself in her brand-new duty.

Incompatible Administration Style of Leader: Lewis's management design and also its conflict with the advertising division's function can likewise be seen as an OB obstacle especially as she has actually been made use of to managing concerns in the procedures department where employees are instructed to concentrate on procedures as well as get them right. The marketing department on the other hand can be seen as a group of people who are used to being nurtured by Krasnow who concentrated much more on outcome than procedures.

Interdepartmental Disagreements: Interdepartmental differences between three divisions, marketing, merchandizing as well as operations specifically over the allocation of the marketing mix can be recognized as one more OB issue. Although the advertising and marketing division does not share the very same vision as the various other 2 divisions concerning the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and procedures departments do not concur over the advertising and marketing mix allocation amongst one another either.

Fragmentation in Marketing Department: Fragmentation between the advertising and marketing divisions can be identified as one more OB issue which can require additional interest. The truth that the advertising and marketing areas in the marketing division are disconnected is stopping both divisions from getting from each various other's experience and knowledge. Integration of advertising and marketing with merchandising and also procedures would certainly become more difficult if the marketing department itself is disintegrated which can be an additional prospective OB concern.

Citigroups Shareholder Tango In Brazil A Analysis

Different concepts have been used to clarify the situations to obtain more clearness about the scenario handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, a lot of managers believe that staffs are passive as well as lazy, have little passion and withstand change. The difficult variation of this theory stressed threat, limited controls, hazards and also penalties. Gradually it creates low productivity, refined sabotage as well as rivalry (Deal, 2003). The scenario at Citigroups Shareholder Tango In Brazil A is not totally complying with Theory X, it can be seen that new hires are discovering this environment instead demanding which might at some point lead to a better disposition of the administration in the direction of Concept X. Based on McGregor's supported sight, which he called Concept Y, the essential task of the administration is to organize organizational problems to ensure that people can attain their very own objectives best by routing their initiatives towards business benefits. If people locate no contentment in their work, the management would have little choice but to count on concept X as well as exterior control (Offer, 2003). Even while examining Lewis's monitoring style, concept X may have been suitable in the operations division to some extent but the Marketing division would certainly need dependence on Concept Y so as to get the creative thinking and creativity from the teams.

Tuckman's Team effort Concept: As for Lewis's issue concerning bringing consistency in between the marketing and advertising division is worried, this would originally lead to conflict as talked about by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). Based on Tuckman's concept displayed in appendix 3, during the first stage of team advancement, people might not bond, as they are hectic finding their location in the team. By integrating the advertising and marketing division's job, there might coincide first disconnect which could result in the second phase of 'storming' where the teams test each other. However, it is only throughout the third stage or 'norming' when they would certainly collaborate to share concepts prior to the group can bring about harmony in the fourth phase 'doing'.

When individuals are offered with change, they enter stage one and also so there might be feelings like unhappiness, uncertainty, disappointment, temper, fear, rejection and disorientation.The circumstance at the advertising division of Citigroups Shareholder Tango In Brazil A is comparable so Lewis can obtain comfy with the suggestion that it is not extraordinary habits. It is throughout this phase that Lewis will have to offer advice to the department so that they can find a sense of instructions. It can be seen exactly how Krasnow has actually already made this transition simpler by making Lewis obtain entailed in the department a year before his actual departure.
Vrio Analysis
Abraham Maslow in his Concept of 'Requirements Pecking order' (appendix 5) has goes over the significance of 'safety and security needs as being a reduced degree need of a human for setting off motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the need to feel safe and secure and also out of danger' is at the second level of demands. Before an employee can be made to create psychologically, he requires to have his 'Physical 'as well as 'Security' requires fulfilled.

SWOT Analysis for Citigroups Shareholder Tango In Brazil A Case Study

Ramification of Analysis.

The OB analysis has checked out various theories to comprehend how to handle the current situation at hand. The adhering to 3 choices have actually been suggested to assist Lewis handle the business obstacles in the advertising division. Each of these options has been suggested for relieving the change required to bring the advertising department in accordance with the needs of the market and also for making the social adjustment that would follow once the existing leader leaves.

Combination of advertising and marketing functions. Dividing Adverting as well as Manufacturing functions. Integration of Marketing with Workflow.

Assessment of Alternatives.

Judith Shapiro that has actually earlier been talked to by Lewis throughout the earlier merging days has competence in business-to-business advertising and marketing along with company and also retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising and marketing to deal with both advertising and also marketing functions.

The advantage of this technique is that it will certainly incorporate the two features while decreasing the requirement for employing an added resource for marketing. In addition to this, Lewis would certainly be heading the marketing department as well as regardless her substitute would certainly be needed for the existing duty that she is executing. The disadvantage of this choice is that exterior hiring may produce animosity from internal workers that may be eying the placement of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting as well as Manufacturing: Given the competitive pressures as well as excellent quality work called for from the ad agency, it is suggested that Lewis ought to permit the production unit to be a separate feature from the advertising and marketing system. Considering that a lot of ad agency had these 2 functions as separate systems, it makes more feeling to follow the standard. In addition to this, both features might have the ability to concentrate on their core turns on a lot more effectively. The disadvantage of this approach would be that added expenses would certainly have to be borne for setting up separate manufacturing features. In addition to this, a manufacturing head might have to be employed which could raise overheads for the company.

Integration of Advertising with Workflows: Because Lewis is currently taking care of the marketing and also operations divisions at the same time; it makes sense to integrate the 2 features given that she has actually been efficiently taking care of both ends. The reality that Lewis has to adapt her monitoring style for the advertising and marketing department suggests that these 2 divisions would be culturally varied.


An evaluation of the three choices indicates that combination of marketing and also operations would not be a practical relocation as a result of the huge distinctions in between both divisions despite the fact that currently Lewis is managing both. While separation of the production function might have been a favorable relocation for the advertising department, the truth that it would imply placing a 3rd function under Lewis's wing indicates this ought to be avoided. The combination of the advertising and marketing division is the very best alternative in terms of obtaining the optimal results from the division. An activity plan for this alternative is reviewed below.

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

Advertising and Marketing features would be merged.

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

Manufacturing feature will certainly remain part of marketing under advertising and marketing function.

Lewis will divide herself from operations.

A democratic leadership style with staff member empowerment will be made use of in advertising division.

Open up door policy and focus on cross departmental communication will certainly be aimed at getting rid of discord.

Backup plan.

If the integration does not work out as planned, a backup plan would certainly adhere to which would separate the manufacturing function from the marketing function to reduce the load on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the advertising department without an SVP. In that case the production feature will absolutely be separated by placing it under an SVP production.