Copper And Zinc Markets 1996 Case Study Analysis


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Copper And Zinc Markets 1996 Case Study Solution

Background and Facts

Copper And Zinc Markets 1996 a workplace supplies seller for tiny and average sized businesses has actually lately been associated with preparing for a merger with its rival Residence Deport, which has affected efficiency levels in departmentswith the elderly manager involved in legal problems presented by the government Trade Compensation. With the Advertising and marketing Head advancing the news of his separation from the firm 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 kind of a potential cultural change and also low worker morale, the organization is in need of a full reengineering initiative at the advertising department.

Problem Statement
Porter's 5 Forces Analysis
The potential cultural modification at the advertising department of Copper And Zinc Markets 1996 is increasing uncertainty in the working environment leading to different difficulties for the Jeannie Lewis that would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in impacting calculated choices considering that Stapes Inc. had to desert its plans of combining with Workplace Deport after the Federal Profession Commission's treatment while doing so. Offered the reality that the store has a global visibility with branches in UK, UNITED STATES, Canada and Germany, political factors in each of these nations may be able to influence performance or tactical objectives. Federal Profession Commission's antitrust match against the merging occupied beneficial time of the organization's senior monitoring suggesting that 'political' factors can have major effects for an international business.

Economic Factors: Financial factors such as the emergence of small businesses in the international circumstance suggest that Copper And Zinc Markets 1996 is thriving in an atmosphere where there is potential development of businesses. In addition to this, fact that store clients are mostly searching for office materials for office suggests that the market has a rising trend of entrepreneurs and online organisations.

Social factors: Social patterns in the economic situation reveal that customers are looking for benefit as well as eye-catching rates. Marketing research demonstrates how the customer for Copper And Zinc Markets 1996 does not have recognition regarding locating services which can supply a combination of ease as well as inexpensive.

Technological factors: Technology plays a crucial role in Copper And Zinc Markets 1996's service method especially as the company is piloting Modern technology facilities which would certainly use innovation sales as well as support in the type of memory upgrades, outer installations. (Summary of PARASITE in appendix 2).

OB Issues as well as Manifestations.

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

Uneasiness regarding cultural change: There is concern concerning a cultural modification that would take place when Todd Krasnow leaves from his setting as the Executive Vice President of Advertising And Marketing with the majority of the staff members currently revealing unhappiness over this possible action. This expected adjustment has developed stress and anxiety in the office which has actually been combined with the past anxiety of preparing the company for a possible merger with Home Deport.
Pest Analysis
Difficult Work Environment for Newcomers: There is shortage of personnel that can match the demanding atmosphere of a fast-paced organization. Not just does this lead to difficulty in finding the appropriate people, it places anxiety on new hires as can not hold up against the rate as well as pressure that the company expects them to bear.

Dual Coverage Lines: Newcomers locate this business culture cumbersome as well as challenging to cope with especially as dotted line relationships are suggested to be weaker in general and also objective setup and also efficiency assessment is still done by the strong line manager. This means that beginners might shed clarity about their corresponding duties as well as purposes particularly as dotted line coverage does not keep them in direct interaction with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles although it had been speculated that the latter would certainly take Krasnow's position came as an impact to her spirits. Lewis might have been qualified as well as ideal for the work yet the truth that Kransnow's departure would certainly make Coles a straight report to Lewis might have been the factor for Coles' resignation from solutions.

Fear & Job Insecurity: Anxiety and also instability can be determined as two significant issues that Lewis would be managing especially as the merging has currently be terminated as well as 2 elderly executives of the advertising division would certainly be leaving. The entire responsibility of the department would certainly be falling on Lewis's shoulders who would not just supervise of brining about a cultural adjustment yet would also have to show herself in her new duty.

Incompatible Administration Style of Leader: Lewis's monitoring style and its incompatibility with the advertising and marketing division's role can likewise be seen as an OB difficulty particularly as she has been used to dealing with concerns in the procedures division where employees are instructed to concentrate on procedures and get them. The advertising division on the other hand can be seen as a group of individuals that are made use of to being nurtured by Krasnow that concentrated a lot more on outcome than processes.

Interdepartmental Disputes: Interdepartmental arguments in between three divisions, marketing, merchandizing as well as operations specifically over the allowance of the marketing mix can be determined as another OB issue. The advertising and marketing division does not share the exact same vision as the other two divisions concerning the aloocation of the advertising mix twoards promos and advertsing, the merchandizing as well as operations departments do not concur over the marketing mix appropriation among one another either.

Disintegration in Advertising And Marketing Division: Disintegration in between the marketing and advertising departments can be recognized as one more OB problem which might require further interest. The reality that the marketing and advertising sections in the advertising department are disconnected is preventing both departments from getting from each various other's experience and also proficiency. Combination of advertising and marketing with merchandising and also operations would become more difficult if the advertising division itself is broken down which can be one more potential OB issue.

Copper And Zinc Markets 1996 Analysis

Numerous theories have actually been used to clarify the circumstances to get additional clearness regarding the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, a lot of supervisors think that juniors are easy and also careless, have little aspiration as well as withstand adjustment. The situation at Copper And Zinc Markets 1996 is not totally following Theory X, it can be seen that new hires are locating this setting instead demanding which may ultimately lead to a higher disposition of the administration towards Theory X. Even while examining Lewis's monitoring design, concept X might have been suitable in the operations division to some degree but the Marketing division would require dependence on Concept Y in order to obtain the creativity and also originality from the teams.

Tuckman's Teamwork Concept: As much as Lewis's concern regarding bringing harmony in between the advertising and marketing as well as advertising division is concerned, this would initially lead to conflict as talked about by Bruce Tuckman in his 'Synergy Concept'. By combining the marketing and also advertising and marketing division's job, there may be the very same initial disconnect which could lead to the 2nd phase of 'storming' where the teams test one an additional.

Bridges' Shift Model: According To William Bridge's theory (appendix 4), people are fairly uncomfortable with modification, which is evident by the situation at Copper And Zinc Markets 1996 The circumstance can be viewed as a normal course of life if is studied based on Bridge's concept where he clarifies that individuals undergo three stages of transition when they experience change. 'Closing, losing and also Releasing', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals are presented with adjustment, they go into stage one and so there might be feelings like sadness, uncertainty, stress, temper, fear, denial and disorientation.The situation at the marketing division of Copper And Zinc Markets 1996 is comparable so Lewis can get comfy with the idea that it is not extraordinary habits. In the second stage, there might be a need to bridge the space between the new and also old culture so Lewis might need to face this experience when Krasnow leaves. There may be reduced spirits and also reduced productivity at this phase which must not be taken as a setback. It is throughout this stage that Lewis will certainly have to give support to the division to make sure that they can locate a sense of direction. It can be seen how Krasnow has currently made this transition much easier by making Lewis obtain associated with the division a year prior to his real departure. According to Bridges' Model, phase three will certainly cause visibility to understanding, High power as well as dedication as people will welcome the modification (Bridges, 2004).
Vrio Analysis
Maslow's Requirement power structure: The OB problem related to insecurity at the office has actually been set off to start with by the adjustment in management as well as secondly by the fact that the merger will certainly no longer be launched. Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has talks about the importance of 'safety and security needs as being a reduced level need of a human for activating inspiration. As seen in the pyramid cooperated appendix 3, we can see how 'the need to really feel safe and unharmed' is at the second level of demands. Before a worker can be made to develop emotionally, he needs to have his 'Physiological 'and 'Security' requires fulfilled. This suggests that unless the employees are made to really feel safe and secure regarding their current employment status 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

Implication of Analysis.

The OB analysis has actually considered various concepts to recognize just how to cope with the current scenario available. The complying with 3 alternatives have actually been recommended to help Lewis handle the organizational difficulties in the advertising department. Each of these choices has actually been proposed for alleviating the change required to bring the advertising and marketing division in accordance with the demands of the marketplace as well as for making the cultural adjustment that would comply with once the existing leader leaves.

Integration of marketing and advertising features. Dividing Adverting and also Production functions. Combination of Advertising with Workflow.

Evaluation of Alternatives.

Judith Shapiro that has earlier been spoken with by Lewis during the earlier merging days has proficiency in business-to-business advertising and marketing along with company and retail advertising and marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to deal with both marketing as well as advertising functions.

The benefit of this technique is that it will integrate both functions while reducing the requirement for employing an additional resource for marketing. In addition to this, Lewis would certainly be heading the advertising division as well as regardless her substitute would be needed for the existing function that she is doing. The drawback of this choice is that outside hiring may produce animosity from inner personnel who might be considering the setting of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and also Production: Given the competitive stress and premium quality job needed from the ad agency, it is recommended that Lewis must enable the production system to be a different feature from the advertising and marketing unit. Considering that most ad agency had these 2 functions as different units, it makes even more sense to comply with the standard. Both features might be able to concentrate on their core activates extra efficiently. The disadvantage of this approach would certainly be that additional prices would have to be birthed for setting up different manufacturing features. A production head may have to be worked with which might increase overheads for the organization.

Integration of Marketing with Procedures: Because Lewis is already caring for the advertising and marketing and procedures departments at the same time; it makes sense to incorporate both functions because she has been successfully looking after both ends. The reality that the two departments currently have significant distinctions over appropriation of resources suggests that this assimilation might be able to cause harmony specifically as Lewis would certainly be heading both ends.However there are numerous disadvantages of this step especially as it would certainly put too much concern over Lewis's shoulders. The fact that Lewis has to adapt her management style for the advertising department recommends that these two departments would certainly be culturally varied. Lewis may not be able to use one kind of management style to both divisions which might result in inadequacy in either one of the two functions.


An evaluation of the 3 choices shows that integration of advertising and also procedures would certainly not be a feasible move due to the huge differences in between both divisions despite the fact that presently Lewis is handling both. While separation of the manufacturing function might have been a desirable action for the advertising and marketing department, the fact that it would certainly mean placing a 3rd function under Lewis's wing indicates this ought to be prevented. The combination of the advertising division is the very best alternative in regards to getting the optimal arise from the division. An action prepare for this alternative is talked about below.

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

Marketing and advertising functions would certainly be merged.

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

Production feature will remain component of marketing under marketing function.

Lewis will certainly separate herself from operations.

A democratic leadership style with worker empowerment will certainly be made use of in marketing division.

Open door plan and also focus on cross departmental interaction will be targeted at removing dissonance.

Backup strategy.

If the combination does not exercise as prepared, a contingency strategy would certainly comply with which would divide the production function from the advertising function to lower 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. Because case the production function will most definitely be divided by placing it under an SVP manufacturing.