Currie Road Construction Limited A Case Study Solution


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Currie Road Construction Limited A Case Study Help

Background and Facts

Currie Road Construction Limited A a workplace supplies retailer for tiny and average sized businesses has actually recently been involved in preparing for a merger with its rival Residence Deport, which has influenced efficiency degrees in departmentswith the elderly supervisor involved in lawful issues put forth by the federal Trade Payment. With the Marketing Head putting forward 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 near future. With challenges in the kind of a potential cultural modification and reduced staff member spirits, the company is in need of a full reengineering effort at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The potential cultural change at the marketing department of Currie Road Construction Limited A is boosting uncertainty in the working environment bring about different challenges for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in affecting critical decisions considering that Stapes Inc. had to desert its plans of combining with Office Deport after the Federal Profession Commission's intervention while doing so. Offered the truth that the store has a global existence with branches in UK, U.S.A., Canada as well as Germany, political consider each of these countries might be able to influence performance or strategic objectives. Federal Trade Compensation's antitrust suit versus the merging took up beneficial time of the organization's senior administration recommending that 'political' factors can have serious effects for a global service.

Economic Factors: Financial factors such as the appearance of small companies in the global circumstance recommend that Currie Road Construction Limited A is growing in a setting where there is prospective growth of services. Fact that store consumers are mainly looking for office supplies for residence offices suggests that the market has a rising fad of entrepreneurs and also house based services.

Social factors: Social patterns in the economy reveal that clients are looking for ease in addition to appealing prices. Marketing research demonstrates how the customer for Currie Road Construction Limited A lacks awareness about discovering solutions which can provide a mix of convenience as well as low costs.

Technical factors: Technology plays a crucial duty in Currie Road Construction Limited A's organisation approach particularly as the organization is piloting Modern technology centers which would certainly use technology sales and support in the kind of memory upgrades, peripheral installments. (Recap of PEST in appendix 2).

OB Issues and also Symptoms.

Several underlying Business Behavior concerns can be seen in Currie Road Construction Limited A's case as highlighted in this section.

Worries regarding cultural adjustment: There is concern about a social change that would occur once Todd Krasnow leaves from his setting as the Exec Vice President of Advertising And Marketing with the majority of the personnel already showing unhappiness over this prospective relocation. This expected change has produced tension in the workplace which has been combined with the past stress of preparing the firm for a prospective merger with Home Deport.
Pest Analysis
Stressful Work Setting for Newcomers: There is shortage of employees that can match the stressful environment of a hectic organization. Not only does this cause problem in discovering the appropriate individuals, it places anxiety on brand-new hires as can not stand up to the speed and also stress that the company expects them to birth.

Dual Coverage Lines: Beginners discover this business society cumbersome and also tough to deal with particularly as populated line partnerships are meant to be weaker generally and also objective setup as well as performance examination is still done by the solid line supervisor. This implies that novices could shed clearness about their particular roles as well as goals especially as populated line coverage does not maintain them in straight interaction with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower instead of Bridget Coles despite the fact that it had been speculated that the last would certainly take Krasnow's placement came as a strike to her morale. Lewis might have been qualified and appropriate for the job but the truth that Kransnow's departure would certainly make Coles a straight report to Lewis might have been the reason for Coles' resignation from solutions.

Fear & Task Insecurity: Concern and insecurity can be recognized as two major concerns that Lewis would be dealing with specifically as the merger has now be terminated and also 2 elderly executives of the advertising department would certainly be leaving. The entire responsibility of the department would certainly be falling on Lewis's shoulders that would certainly not simply supervise of brining concerning a cultural modification however would certainly likewise need to prove herself in her new function.

Inappropriate Administration Design of Leader: Lewis's monitoring design and also its incompatibility with the advertising division's role can also be seen as an OB obstacle specifically as she has been made use of to dealing with concerns in the procedures department where employees are taught to focus on procedures and also get them right. The advertising department on the other hand can be viewed as a team of people who are used to being nurtured by Krasnow who focused much more on result than processes.

Interdepartmental Differences: Interdepartmental disputes between 3 divisions, marketing, merchandizing and also operations respectively over the allotment of the advertising mix can be recognized as an additional OB problem. The marketing division does not share the very same vision as the various other 2 departments concerning the aloocation of the advertising mix twoards promos and advertsing, the merchandizing and also operations departments do not agree over the marketing mix allowance among one another either.

Disintegration in Advertising Division: Disintegration between the advertising and marketing departments can be recognized as an additional OB concern which might require additional focus. The reality that the marketing and advertising areas in the advertising and marketing department are disconnected is protecting against both divisions from acquiring from each various other's experience and experience. Assimilation of advertising and marketing with merchandising and also procedures would certainly come to be more difficult if the advertising department itself is disintegrated which can be an additional prospective OB problem.

Currie Road Construction Limited A Analysis

Various concepts have actually been utilized to explain the situations to obtain more clarity concerning the situation available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of supervisors believe that subordinates are easy as well as lazy, have little passion and also stand up to change. The scenario at Currie Road Construction Limited A is not completely adhering to Concept X, it can be seen that brand-new hires are discovering this atmosphere instead stressful which might ultimately lead to a better disposition of the monitoring towards Concept X. Also while assessing Lewis's management design, theory X may have been appropriate in the procedures department to some extent yet the Marketing division would call for reliance on Theory Y in order to obtain the imagination as well as originality from the teams.

Tuckman's Team effort Theory: As for Lewis's concern about bringing harmony between the marketing and advertising department is concerned, this would initially cause conflict as talked about by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, throughout the first stage of group advancement, individuals may not bond, as they are hectic finding their place in the team. By incorporating the marketing and advertising division's work, there may coincide preliminary detach which can lead to the 2nd phase of 'storming' where the teams test each other. However, it is only throughout the third phase or 'norming' when they would certainly come together to share ideas before the team can cause harmony in the 4th phase 'executing'.

Bridges' Transition Model: According To William Bridge's theory (appendix 4), individuals are rather uneasy with modification, which is evident by the scenario at Currie Road Construction Limited A The scenario can be viewed as a normal program of life if is studied as per Bridge's concept where he describes that people go through three stages of change when they experience modification. 'Closing, losing and also Letting go', The Neutral Area as well as 'The New Starting' (Bridges, 2004). When people are presented with change, they get in stage one and so there might be feelings like despair, unpredictability, irritation, rage, concern, denial as well as disorientation.The scenario at the marketing division of Currie Road Construction Limited A is comparable so Lewis can obtain comfortable with the concept that it is not remarkable behavior. In the 2nd phase, there might be a need to link the gap between the brand-new and old society so Lewis may have to encounter this experience once Krasnow leaves. There may be reduced morale as well as reduced productivity at this phase which should not be taken as a problem. It is during this stage that Lewis will have to provide advice to the division so that they can discover a sense of direction. It can be seen how Krasnow has already made this shift much easier by making Lewis obtain associated with the department a year prior to his real departure. Based on Bridges' Version, phase 3 will certainly produce visibility to understanding, High energy as well as commitment as people will embrace the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Needs Pecking order' (appendix 5) has reviews the significance of 'security needs as being a lower degree requirement of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to really feel protected and out of threat' is at the second level of requirements. Before a staff member can be made to develop emotionally, he requires to have his 'Physical 'as well as 'Safety and security' needs fulfilled.

SWOT Analysis for Currie Road Construction Limited A Case Study

Implication of Analysis.

The OB analysis has actually looked at different theories to understand how to cope with the present scenario at hand. The adhering to three alternatives have actually been proposed to assist Lewis handle the business difficulties in the advertising division. Each of these options has actually been suggested for easing the change needed to bring the marketing department in accordance with the requirements of the market and for making the cultural adjustment that would certainly follow once the present leader leaves.

Integration of advertising and marketing features. Dividing Adverting and also Manufacturing features. Combination of Marketing with Workflow.

Examination of Alternatives.

Integration of Marketing & Advertising Functions: The in-house advertising and marketing company of Currie Road Construction Limited A is already strength for the company in regards to conserving up on overheads associated with advertising as well as promo. Given that no new employment has actually been done after Bridget Cole's separation with the reporting line being straight designated to Krasnow for the advertising and marketing feature, this is a positive opportunity for integrating the advertising and marketing functions. Judith Shapiro who has actually earlier been spoken with by Lewis throughout the earlier merger days has knowledge in business-to-business advertising in addition to agency and retail advertising experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to take care of both advertising and marketing features.

The advantage of this approach is that it will certainly incorporate the two features while decreasing the demand for hiring an added source for advertising and marketing. Lewis would be heading the advertising division and in any case her substitute would be required for the present duty that she is executing. The negative aspect of this option is that exterior hiring may produce bitterness from interior personnel that may be looking at the placement of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and Manufacturing: Offered the affordable pressures as well as high quality job called for from the advertising agency, it is recommended that Lewis ought to permit the manufacturing unit to be a separate feature from the advertising device. Since many advertising companies had these 2 functions as different systems, it makes even more feeling to adhere to the standard.

Assimilation of Marketing with Procedures: Since Lewis is currently taking care of the marketing and also operations divisions simultaneously; it makes sense to integrate the two functions since she has actually been efficiently taking treatment of both ends. The truth that Lewis has to adapt her monitoring style for the advertising department suggests that these two departments would certainly be culturally varied.


An evaluation of the three choices suggests that assimilation of advertising and marketing as well as operations would certainly not be a feasible step as a result of the vast differences between the two departments despite the fact that presently Lewis is taking care of both. While splitting up of the manufacturing function may have been a favorable relocation for the advertising and marketing department, the truth that it would mean positioning a 3rd feature under Lewis's wing suggests this ought to be stayed clear of. The assimilation of the advertising division is the best option in terms of obtaining the optimal arise from the division. An activity plan for this alternative is discussed listed below.

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

Marketing and advertising functions would be merged.

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

Production function will continue to be part of marketing under marketing feature.

Lewis will divide herself from operations.

A democratic leadership design with worker empowerment will certainly be made use of in advertising department.

Open door plan and emphasis on cross departmental communication will certainly be focused on eliminating disharmony.

Contingency strategy.

If the assimilation does not work out as prepared, a contingency strategy would certainly follow which would certainly divide the manufacturing feature from the advertising function to decrease the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get hired, Lewis will certainly be heading the advertising and marketing department without an SVP. Because case the production feature will absolutely be divided by putting it under an SVP production.