Copper And Zinc Markets 1996 Case Study Solution


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Copper And Zinc Markets 1996 Case Study Analysis

Background and Facts

Copper And Zinc Markets 1996 a workplace supplies merchant for tiny and also average sized businesses has actually just recently been involved in planning for a merging with its competitor House Deport, which has impacted efficiency levels in departmentswith the elderly supervisor associated with lawful difficulties presented by the government Trade Commission. With the Advertising and marketing Head advancing the information of his separation from the business in one year, Jeannie Lewis, the existing head of procedures has been asked to take the role in the future. With difficulties in the kind of a prospective cultural change and reduced employee morale, the organization needs a full reengineering initiative at the advertising and marketing department.

Issue Declaration

The possible cultural modification at the advertising division of Copper And Zinc Markets 1996 is enhancing uncertainty in the working environment causing various obstacles for the Jeannie Lewis that would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in impacting calculated choices because Stapes Inc. needed to abandon its plans of merging with Workplace Deport after the Federal Trade Payment's treatment while doing so. Provided the reality that the store has a worldwide visibility with branches in UK, USA, Canada as well as Germany, political factors in each of these countries may have the ability to affect efficiency or calculated goals. Federal Trade Compensation's antitrust fit versus the merging took up useful time of the organization's senior administration suggesting that 'political' factors can have severe implications for a global service.

Economic Factors: Financial factors such as the development of small companies in the international situation suggest that Copper And Zinc Markets 1996 is flourishing in an atmosphere where there is prospective growth of services. In addition to this, truth that shop consumers are mainly looking for workplace supplies for office suggests that the market has a climbing fad of entrepreneurs and home based services.

Social factors: Social fads in the economic situation show that customers are looking for ease in addition to attractive rates. Market research demonstrates how the customer for Copper And Zinc Markets 1996 does not have understanding about locating solutions which can provide a combination of convenience and inexpensive.

Technological factors: Innovation plays an essential role in Copper And Zinc Markets 1996's company strategy particularly as the company is piloting Modern technology facilities which would certainly offer innovation sales and also assistance in the type of memory upgrades, outer setups. (Summary of BUG in appendix 2).

OB Issues and also Manifestations.

Several underlying Organizational Behavior concerns can be seen in Copper And Zinc Markets 1996's case as highlighted in this section.

Concerns about social adjustment: There is concern regarding a social adjustment that would certainly take place as soon as Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Marketing with most of the team member currently showing discontent over this prospective relocation. This predicted change has developed stress in the office which has been paired with the previous anxiety of preparing the company for a possible merger with Home Deport.

Difficult Job Environment for Newcomers: There is scarcity of employees that can match the difficult atmosphere of a fast-paced organization. Not only does this lead to problem in locating the best individuals, it puts tension on brand-new hires as can not hold up against the pace and stress that the organization expects them to bear.

Twin Reporting Lines: Newcomers discover this organizational culture cumbersome and hard to handle particularly as dotted line partnerships are indicated to be weak generally as well as objective setting and also performance examination is still done by the solid line supervisor. This implies that newcomers could lose quality about their particular duties and also 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 choice to make Lewis his follower rather than Bridget Coles although it had been guessed that the last would take Krasnow's placement came as an impact to her morale. Lewis may have been capable and also proper for the job yet the fact that Kransnow's departure would certainly make Coles a direct report to Lewis may have been the reason for Coles' resignation from solutions.

Concern & Job Insecurity: Anxiety and also instability can be determined as two major problems that Lewis would certainly be dealing with specifically as the merger has actually now be terminated and also two senior executives of the advertising department would be leaving. The whole responsibility of the division would be dropping on Lewis's shoulders who would certainly not just be in charge of brining about a cultural change however would certainly likewise have to confirm herself in her new role.

Inappropriate Monitoring Design of Leader: Lewis's administration design and its conflict with the marketing division's duty can additionally be seen as an OB difficulty especially as she has been used to dealing with issues in the procedures division where personnel are educated to focus on procedures as well as get them right. The advertising department on the various other hand can be viewed as a group of individuals who are utilized to being supported by Krasnow who concentrated extra on output than processes.

Interdepartmental Arguments: Interdepartmental disagreements between 3 divisions, advertising and marketing, merchandizing and also procedures specifically over the allotment of the marketing mix can be determined as an additional OB problem. Although the advertising and marketing department does not share the exact same vision as the other 2 divisions concerning the aloocation of the marketing mix twoards promotions and advertsing, the merchandizing and operations departments do not concur over the advertising and marketing mix appropriation among one another either.

Fragmentation in Advertising Department: Disintegration in between the marketing and advertising divisions can be identified as another OB problem which might require further focus. The fact that the advertising and marketing sections in the marketing division are disconnected is stopping both divisions from acquiring from each other's experience and also experience. Assimilation of advertising and marketing with retailing as well as procedures would become harder if the advertising and marketing division itself is disintegrated which can be one more possible OB issue.

Copper And Zinc Markets 1996 Analysis

Numerous concepts have actually been made use of to clarify the conditions to obtain further quality about the scenario handy.

McGregor's Concept X & Y: According to Douglas McGregor's Concept X, the majority of supervisors believe that subordinates are passive and lazy, have little passion and also withstand change. The hard variation of this theory highlighted threat, tight controls, dangers as well as punishments. Gradually it generates low performance, refined sabotage as well as competition (Bargain, 2003). Although the scenario at Copper And Zinc Markets 1996 is not totally complying with Concept X, it can be seen that brand-new hires are discovering this setting rather demanding which may ultimately result in a greater inclination of the monitoring towards Concept X. According to McGregor's promoted view, which he called Theory Y, the necessary task of the monitoring is to prepare business problems to make sure that people can accomplish their very own objectives best by directing their efforts in the direction of organizational rewards. If people find no satisfaction in their work, the management would certainly have little option however to rely on theory X and outside control (Offer, 2003). Even while evaluating Lewis's management style, theory X might have appropriated in the procedures division somewhat however the Advertising and marketing department would certainly require dependence on Concept Y in order to get the imagination as well as creativity from the groups.

Tuckman's Synergy Concept: As far as Lewis's issue concerning bringing harmony in between the advertising as well as marketing division is worried, this would initially lead to conflict as talked about by Bruce Tuckman in his 'Teamwork Theory'. By integrating the advertising as well as advertising department's job, there might be the exact same preliminary detach which can lead to the second stage of 'storming' where the teams challenge one another.

When individuals are presented with change, they get in phase one as well as so there might be emotions like unhappiness, uncertainty, stress, anger, worry, denial and also disorientation.The scenario at the advertising and marketing division of Copper And Zinc Markets 1996 is similar so Lewis can get comfortable with the idea that it is not remarkable actions. It is throughout this phase that Lewis will have to give support to the department so that they can discover a sense of direction. It can be seen just how Krasnow has actually already made this transition much easier by making Lewis obtain entailed in the department a year before his actual departure.

Maslow's Need pecking order: The OB issue related to insecurity at the work environment has been caused to start with by the modification in management as well as secondly by the fact that the merging will no longer be launched. Abraham Maslow in his Theory of 'Requirements Pecking order' (appendix 5) has talks about the significance of 'safety and security needs as being a reduced level demand of a human for causing inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the requirement to feel protected and also safe' goes to the 2nd degree of demands. Prior to a worker can be made to develop emotionally, he requires to have his 'Physical 'and also 'Safety and security' needs met. This suggests that unless the personnel are made to feel safe about their current employment condition in Copper And Zinc Markets 1996 they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Copper And Zinc Markets 1996 Case Study

Effects of Analysis.

The OB analysis has actually considered different concepts to recognize exactly how to manage the present circumstance handy. The complying with three alternatives have actually been proposed to help Lewis handle the organizational challenges in the advertising division. Each of these choices has been proposed for relieving the change needed to bring the marketing division according to the demands of the marketplace as well as for making the cultural adjustment that would certainly follow when the current leader leaves.

Integration of advertising and marketing features. Dividing Adverting as well as Production features. Combination of Advertising with Operations.

Assessment of Alternatives.

Judith Shapiro that has earlier been spoken with by Lewis during the earlier merger days has proficiency in business-to-business advertising along with firm as well as retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to deal with both advertising and also marketing features.

The benefit of this method is that it will certainly incorporate the two features while reducing the need for working with an additional source for advertising. In addition to this, Lewis would be heading the advertising department and in any case her replacement would be needed for the existing function that she is doing. The disadvantage of this option is that exterior hiring may bring about bitterness from inner workers who might be eying the placement of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and Production: Provided the competitive stress and also top quality job needed from the ad agency, it is recommended that Lewis should enable the manufacturing unit to be a different function from the marketing unit. Because most ad agency had these two functions as separate systems, it makes more feeling to adhere to the norm. Both functions may be able to focus on their core activates more efficiently. The downside of this method would certainly be that added prices would have to be borne for establishing up different production features. A manufacturing head may have to be employed which could increase expenses for the organization.

Assimilation of Advertising with Procedures: Because Lewis is already dealing with the marketing and procedures divisions concurrently; it makes sense to incorporate both features because she has been effectively looking after both ends. The reality that both divisions already have significant differences over allocation of sources suggests that this combination might be able to cause harmony specifically as Lewis would be heading both ends.However there are different downsides of this relocation specifically as it would certainly place excessive concern over Lewis's shoulders. The fact that Lewis needs to adapt her monitoring design for the marketing department recommends that these two divisions would be culturally diverse. Along with this, Lewis may not be able to use one kind of management design to both divisions which could result in ineffectiveness in either one of the two functions.


An assessment of the three choices suggests that integration of advertising and marketing and also operations would not be a viable move due to the large distinctions in between the 2 departments in spite of the reality that currently Lewis is taking care of both. While separation of the production function may have been a favorable step for the advertising department, the truth that it would imply placing a third function under Lewis's wing implies this need to be stayed clear of.

Activity Strategy.

Lewis will certainly take over the function of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be combined.

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

Production function will stay part of advertising under marketing function.

Lewis will certainly separate herself from procedures.

An autonomous leadership style with worker empowerment will certainly be used in marketing division.

Open door policy and also emphasis on cross departmental interaction will certainly be aimed at eliminating disharmony.

Backup plan.

If the assimilation does not exercise as intended, a backup plan would follow which would divide the production function from the advertising and marketing feature to reduce the tons 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 production function will most definitely be divided by positioning it under an SVP production.