Comerica Incorporated The Valuation Dilemma Case Study Help


Home >> Harvard >> Comerica Incorporated The Valuation Dilemma >>

Comerica Incorporated The Valuation Dilemma Case Study Analysis

Background and Facts

Comerica Incorporated The Valuation Dilemma an office supplies seller for little and medium sized services has just recently been associated with planning for a merger with its competitor Home Deport, which has impacted effectiveness levels in departmentswith the elderly supervisor associated with lawful complications presented by the federal Trade Compensation. With the Advertising Head advancing the news of his separation from the company in one year, Jeannie Lewis, the present head of operations has actually been asked to take the role in the future. With challenges in the kind of a possible cultural adjustment and reduced staff member morale, the company needs a full reengineering effort at the advertising and marketing division.

Issue Declaration
Porter's 5 Forces Analysis
The prospective cultural adjustment at the marketing department of Comerica Incorporated The Valuation Dilemma is enhancing unpredictability in the working environment causing numerous difficulties for the Jeannie Lewis that would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in influencing strategic decisions since Stapes Inc. had to desert its plans of combining with Office Deport after the Federal Trade Payment's treatment at the same time. Provided the fact that the shop has an international existence with branches in UK, USA, Canada and also Germany, political factors in each of these countries might have the ability to impact efficiency or calculated objectives. Federal Profession Compensation's antitrust suit versus the merging occupied beneficial time of the organization's senior administration recommending that 'political' factors can have serious ramifications for a worldwide business.

Economic Factors: Economic factors such as the development of local business in the worldwide scenario suggest that Comerica Incorporated The Valuation Dilemma is thriving in an atmosphere where there is prospective growth of companies. Along with this, fact that shop consumers are mainly looking for office supplies for office suggests that the market has a rising pattern of entrepreneurs and home organisations.

Social factors: Social fads in the economic climate reveal that consumers are trying to find comfort in addition to appealing prices. Market research demonstrates how the customer for Comerica Incorporated The Valuation Dilemma lacks recognition regarding finding solutions which can offer a combination of benefit as well as inexpensive.

Technical factors: Technology plays a vital duty in Comerica Incorporated The Valuation Dilemma's service technique particularly as the company is piloting Innovation centers which would certainly provide innovation sales and assistance in the form of memory upgrades, peripheral setups. (Recap of BUG in appendix 2).

OB Issues and also Manifestations.

Several underlying Organizational Habits issues can be seen in Comerica Incorporated The Valuation Dilemma's case as highlighted in this area.

Concerns concerning social change: There is apprehension about a social change that would certainly occur when Todd Krasnow leaves from his setting as the Exec Vice President of Advertising with the majority of the team member already revealing discontent over this potential action. This predicted change has actually created anxiety in the workplace which has actually been combined with the past anxiety of preparing the company for a potential merger with Home Deport.
Pest Analysis
Difficult Work Environment for Newcomers: There is shortage of personnel that can match the demanding setting of a busy company. Not just does this cause trouble in finding the best people, it places tension on brand-new hires as can not endure the speed as well as pressure that the company expects them to birth.

Twin Coverage Lines: Newbies find this business society cumbersome as well as hard to handle particularly as populated line relationships are suggested to be weak in general as well as unbiased setting as well as efficiency evaluation is still done by the solid line manager. This implies that novices can lose clarity about their corresponding functions as well as goals especially as populated line reporting does not keep them in direct interaction with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles despite the fact that it had been guessed that the last would take Krasnow's placement came as a blow to her spirits. Lewis might have been qualified as well as suitable for the job but the fact that Kransnow's separation would make Coles a direct record to Lewis might have been the factor for Coles' resignation from services.

Anxiety & Task Instability: Worry as well as insecurity can be identified as 2 major issues that Lewis would certainly be managing especially as the merger has actually now be terminated as well as two elderly executives of the advertising and marketing division would certainly be leaving. The entire obligation of the division would be dropping on Lewis's shoulders who would certainly not simply supervise of brining about a social modification yet would certainly also need to prove herself in her new function.

Inappropriate Administration Style of Leader: Lewis's monitoring design as well as its incompatibility with the advertising and marketing department's role can likewise be seen as an OB obstacle especially as she has been used to handling problems in the procedures department where workers are educated to concentrate on procedures as well as get them. The advertising and marketing department on the various other hand can be viewed as a group of individuals that are made use of to being supported by Krasnow who focused extra on result than procedures.

Interdepartmental Arguments: Interdepartmental differences between three divisions, advertising, merchandizing and also operations specifically over the appropriation of the marketing mix can be recognized as one more OB concern. The marketing department does not share the very same vision as the other 2 departments pertaining to the aloocation of the advertising and marketing mix twoards promos and advertsing, the merchandizing and procedures departments do not concur over the marketing mix allowance amongst one another either.

Disintegration in Marketing Department: Disintegration between the marketing and advertising departments can be identified as another OB issue which could require further attention. The truth that the advertising and marketing sections in the marketing division are separated is protecting against both departments from acquiring from each other's experience and proficiency. Combination of advertising and marketing with retailing and also operations would become more difficult if the advertising and marketing division itself is disintegrated which can be an additional possible OB concern.

Comerica Incorporated The Valuation Dilemma Analysis

Various theories have actually been made use of to describe the situations to obtain more clearness regarding the scenario handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that subordinates are passive and lazy, have little passion as well as stand up to adjustment. The difficult version of this concept highlighted browbeating, tight controls, hazards as well as penalties. With time it produces low efficiency, subtle sabotage and competition (Offer, 2003). Although the circumstance at Comerica Incorporated The Valuation Dilemma is not entirely following Theory X, it can be seen that new hires are discovering this atmosphere rather stressful which may ultimately result in a better disposition of the management towards Concept X. According to McGregor's promoted sight, which he called Concept Y, the crucial task of the administration is to prepare organizational conditions so that individuals can attain their very own objectives best by guiding their efforts in the direction of business rewards. If people locate no contentment in their job, the monitoring would certainly have little selection yet to rely on concept X and also outside control (Bargain, 2003). Also while analyzing Lewis's administration design, theory X may have been suitable in the procedures department to some extent yet the Marketing division would certainly need dependence on Concept Y so as to get the imagination and also originality from the groups.

Tuckman's Synergy Concept: Regarding Lewis's worry about bringing consistency between the marketing and advertising department is worried, this would initially result in clash as reviewed by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). As per Tuckman's theory received appendix 3, during the first stage of team growth, individuals might not bond, as they are busy locating their area in the group. By combining the marketing and advertising division's job, there may be the same preliminary separate which can lead to the 2nd phase of 'storming' where the teams challenge one another. Nonetheless, it is just during the third stage or 'norming' when they would certainly integrate to share ideas before the team can bring about synergy in the fourth phase 'carrying out'.

Bridges' Shift Model: According To William Bridge's theory (appendix 4), people are quite awkward with adjustment, which is obvious by the situation at Comerica Incorporated The Valuation Dilemma The scenario can be viewed as a typical training course of life if is studied according to Bridge's theory where he explains that individuals undergo three phases of shift when they experience change. 'End, losing as well as Letting go', The Neutral Zone and 'The New Starting' (Bridges, 2004). When people are presented with adjustment, they enter stage one and so there may be feelings like despair, uncertainty, frustration, anger, concern, rejection as well as disorientation.The circumstance at the advertising and marketing division of Comerica Incorporated The Valuation Dilemma is similar so Lewis can get comfortable with the concept that it is not phenomenal behavior. In the 2nd stage, there may be a demand to bridge the void between the new as well as old society so Lewis might have to face this ordeal as soon as Krasnow leaves. There might be reduced spirits and also reduced efficiency at this phase which must not be taken as a trouble. It is during this stage that Lewis will certainly have to provide support to the department to make sure that they can discover an orientation. It can be seen just how Krasnow has already made this shift easier by making Lewis obtain involved in the division a year prior to his actual departure. According to Bridges' Design, stage three will produce openness to understanding, High power and also dedication as people will embrace the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has discusses the significance of 'security needs as being a lower level demand of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the requirement to feel protected and also out of threat' is at the 2nd degree of demands. Prior to an employee can be made to create psychologically, he needs to have his 'Physical 'as well as 'Security' needs satisfied.

SWOT Analysis for Comerica Incorporated The Valuation Dilemma Case Study

Effects of Analysis.

The OB analysis has actually considered different theories to comprehend how to handle the existing situation available. The following three options have actually been proposed to help Lewis deal with the organizational obstacles in the marketing division. Each of these options has been recommended for easing the change needed to bring the advertising and marketing division in line with the requirements of the marketplace and also for making the social adjustment that would adhere to when the present leader leaves.

Assimilation of marketing and advertising functions. Dividing Adverting and Production functions. Integration of Advertising And Marketing with Operations.

Evaluation of Alternatives.

Judith Shapiro who has earlier been talked to by Lewis throughout the earlier merging days has competence in business-to-business marketing along with company and retail marketing experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to manage both marketing as well as advertising features.

The advantage of this approach is that it will certainly incorporate both features while decreasing the demand for working with an additional source for advertising and marketing. In addition to this, Lewis would be heading the advertising and marketing department as well as in any case her substitute would certainly be required for the present function that she is doing. The drawback of this alternative is that external hiring might produce animosity from internal employees that may be considering the position of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and also Manufacturing: Offered the competitive pressures and excellent quality work called for from the ad agency, it is recommended that Lewis should allow the production device to be a different function from the advertising and marketing system. Since most advertising agencies had these 2 features as different units, it makes even more feeling to adhere to the standard. Both features may be able to focus on their core turns on more efficiently. Nevertheless, the drawback of this method would certainly be that added costs would certainly have to be birthed for setting up different production functions. Along with this, a manufacturing head might have to be hired which might raise overheads for the company.

Assimilation of Advertising with Operations: Because Lewis is currently taking care of the marketing as well as procedures departments concurrently; it makes good sense to incorporate both features since she has been successfully taking care of both ends. The truth that the two divisions currently have major distinctions over allotment of resources recommends that this integration may be able to produce consistency particularly as Lewis would certainly be heading both ends.However there are numerous drawbacks of this move particularly as it would certainly put way too much concern over Lewis's shoulders. The fact that Lewis needs to adjust her monitoring design for the marketing department suggests that these 2 divisions would certainly be culturally varied. Lewis might not be able to use one kind of leadership style to both divisions which might result in inadequacy in either one of the two functions.


An evaluation of the three choices indicates that assimilation of advertising and operations would certainly not be a practical relocation due to the large distinctions between the 2 departments regardless of the truth that presently Lewis is taking care of both. While splitting up of the manufacturing feature may have been a positive action for the marketing division, the reality that it would certainly imply positioning a 3rd feature under Lewis's wing implies this must be prevented.

Action Plan.
Lewis will take control of the function 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.

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

Lewis will certainly divide herself from procedures.

A democratic leadership style with employee empowerment will be utilized in advertising department.

Open door policy and also focus on cross department interaction will certainly be targeted at getting rid of discord.

Contingency strategy.

If the assimilation does not exercise as planned, a backup plan would adhere to which would separate the production function from the advertising feature to reduce the load on the SVP of advertising and marketing. In case Judith Shapiro does not get employed, Lewis will be heading the advertising department without an SVP. Because case the production feature will definitely be separated by putting it under an SVP manufacturing.