Digital Link A Case Study Analysis


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Digital Link A Case Study Help

Background and Facts

Digital Link A a workplace products store for little and also average sized services has recently been involved in planning for a merger with its competitor House Deport, which has impacted performance degrees in departmentswith the senior supervisor involved in legal problems put forth by the government Trade Compensation. With the Marketing Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the present head of operations has been asked to take the function in the future. With challenges in the kind of a possible cultural change and low worker spirits, the organization is in need of a full reengineering effort at the advertising division.

Issue Statement
Porter's 5 Forces Analysis
The potential cultural adjustment at the marketing division of Digital Link A is raising unpredictability in the workplace leading to various difficulties for the Jeannie Lewis who would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in influencing calculated decisions given that Stapes Inc. needed to desert its plans of merging with Office Deport after the Federal Trade Payment's intervention while doing so. Offered the reality that the shop has a worldwide existence with branches in UK, U.S.A., Canada as well as Germany, political factors in each of these nations may be able to influence efficiency or calculated goals. Federal Profession Compensation's antitrust suit versus the merging occupied useful time of the company's elderly management suggesting that 'political' factors can have serious effects for a worldwide organisation.

Economic Factors: Financial factors such as the emergence of small businesses in the international circumstance recommend that Digital Link A is thriving in an environment where there is possible growth of services. Reality that shop customers are mostly looking for workplace materials for house offices recommends that the market has a climbing trend of business owners and also residence based organisations.

Social factors: Social trends in the economic situation reveal that consumers are seeking ease along with appealing prices. Marketing research shows how the customer for Digital Link A does not have recognition concerning finding solutions which can supply a mix of benefit and also inexpensive.

Technological factors: Modern technology plays an essential role in Digital Link A's company method specifically as the organization is piloting Modern technology facilities which would offer modern technology sales as well as support in the kind of memory upgrades, outer setups. (Summary of INSECT in appendix 2).

OB Issues as well as Effects.

Numerous underlying Business Habits issues can be seen in Digital Link A's case as highlighted in this section.

Worries concerning social change: There is uneasiness about a social modification that would occur as soon as Todd Krasnow leaves from his position as the Exec Vice Head Of State of Marketing with a lot of the employee already revealing unhappiness over this potential step. This predicted adjustment has developed anxiety in the work environment which has actually been coupled with the previous stress of preparing the firm for a potential merger with House Deport.
Pest Analysis
Demanding Task Setting for Newcomers: There is scarcity of employees that can match the stressful setting of a fast-paced company. Not just does this cause trouble in locating the appropriate people, it puts anxiety on new hires as can not withstand the pace and also pressure that the company expects them to bear.

Dual Reporting Lines: Beginners find this organizational culture troublesome and also hard to cope with specifically as populated line connections are meant to be weaker generally as well as objective setup as well as efficiency analysis is still done by the strong line manager. This suggests that newbies can lose clarity regarding their respective functions and also goals specifically as populated line coverage does not keep them in straight communication with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had actually been guessed that the last would take Krasnow's setting came as an impact to her spirits. Lewis may have been capable and ideal for the task however the reality that Kransnow's separation would certainly make Coles a straight report to Lewis might have been the reason for Coles' resignation from services.

Worry & Job Insecurity: Fear and also instability can be identified as two significant concerns that Lewis would certainly be handling specifically as the merger has now be terminated as well as two senior executives of the marketing division would certainly be leaving. The whole duty of the department would be falling on Lewis's shoulders who would certainly not simply be in charge of brining about a cultural adjustment yet would certainly also have to prove herself in her new duty.

Incompatible Monitoring Style of Leader: Lewis's administration style and also its conflict with the marketing department's duty can likewise be seen as an OB difficulty especially as she has actually been utilized to dealing with issues in the procedures division where employees are taught to concentrate on processes and also obtain them. The advertising and marketing department on the other hand can be viewed as a team of people that are used to being supported by Krasnow who concentrated more on outcome than procedures.

Interdepartmental Disputes: Interdepartmental arguments between 3 divisions, advertising, merchandizing and also operations specifically over the allocation of the marketing mix can be recognized as an additional OB issue. Although the advertising and marketing department does not share the same vision as the various other two departments pertaining to the aloocation of the advertising mix twoards promotions as well as advertsing, the merchandizing and procedures departments do not concur over the advertising mix allocation amongst one another either.

Fragmentation in Advertising And Marketing Department: Fragmentation in between the marketing and advertising divisions can be recognized as one more OB problem which might require additional focus. The truth that the advertising and marketing areas in the advertising department are separated is preventing both departments from getting from each various other's experience as well as competence. Integration of advertising with retailing and operations would become more difficult if the marketing department itself is disintegrated which can be another potential OB concern.

Digital Link A Analysis

Various concepts have actually been made use of to explain the circumstances to get additional clearness about the situation at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most supervisors think that subordinates are passive and also careless, have little aspiration and also resist adjustment. The circumstance at Digital Link A is not totally following Concept X, it can be seen that brand-new hires are discovering this setting instead stressful which may at some point lead to a better inclination of the management in the direction of Theory X. Also while examining Lewis's monitoring style, concept X may have been suitable in the procedures division to some degree however the Advertising department would certainly call for reliance on Theory Y in order to get the creative thinking and creativity from the teams.

Tuckman's Team effort Theory: As far as Lewis's problem regarding bringing consistency between the marketing as well as advertising and marketing division is concerned, this would at first lead to conflict as reviewed by Bruce Tuckman in his 'Teamwork Theory'. By incorporating the advertising and marketing and also marketing division's job, there may be the very same initial disconnect which could lead to the 2nd phase of 'storming' where the groups test one another.

When individuals are offered with change, they get in phase one and also so there might be emotions like sadness, unpredictability, irritation, rage, concern, rejection as well as disorientation.The circumstance at the marketing department of Digital Link A is comparable so Lewis can get comfy with the concept that it is not extraordinary behavior. It is during this phase that Lewis will certainly have to give guidance to the department so that they can locate a sense of direction. It can be seen exactly how Krasnow has currently made this shift much easier by making Lewis obtain included in the department a year prior to his real departure.
Vrio Analysis
Maslow's Requirement power structure: The OB concern related to instability at the work environment has been caused firstly by the change in administration as well as secondly by the reality that the merger will no longer be started. Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has goes over the value of 'safety and security requires as being a reduced degree need of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to feel secure as well as unharmed' goes to the second degree of needs. Before a staff member can be made to develop emotionally, he needs to have his 'Physical 'and 'Security' requires met. This shows that unless the employees are made to really feel safe and secure about their current work status in Digital Link A they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Digital Link A Case Study

Implication of Analysis.

The OB analysis has looked at numerous theories to recognize just how to handle the current scenario available. The complying with 3 choices have actually been proposed to help Lewis manage the organizational challenges in the marketing division. Each of these choices has actually been suggested for reducing the transition needed to bring the marketing department in line with the demands of the market and for making the cultural modification that would certainly follow as soon as the current leader leaves.

Combination of marketing and advertising functions. Dividing Adverting and Production functions. Integration of Marketing with Operations.

Examination of Alternatives.

Judith Shapiro who has actually earlier been spoken with by Lewis during the earlier merger days has expertise in business-to-business advertising along with company and retail advertising experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to deal with both marketing and marketing functions.

The advantage of this technique is that it will certainly integrate both functions while decreasing the need for employing an added resource for marketing. Lewis would certainly be heading the advertising division and in any type of case her substitute would certainly be needed for the present function that she is doing. The downside of this choice is that outside hiring may bring about bitterness from interior personnel who might be considering the placement of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting as well as Manufacturing: Offered the competitive pressures and high top quality job required from the advertising and marketing company, it is recommended that Lewis should allow the manufacturing unit to be a different feature from the marketing device. Since many advertising and marketing firms had these 2 functions as different units, it makes more sense to comply with the standard.

Combination of Advertising And Marketing with Procedures: Considering that Lewis is already taking care of the marketing and also procedures departments concurrently; it makes good sense to integrate the two functions given that she has actually been successfully caring for both ends. The reality that both divisions currently have significant differences over allotment of resources suggests that this assimilation may have the ability to produce consistency particularly as Lewis would certainly be heading both ends.However there are different negative aspects of this relocation especially as it would put excessive concern over Lewis's shoulders. The fact that Lewis has to adjust her monitoring design for the marketing department recommends that these two divisions would be culturally varied. Along with this, Lewis might not be able to use one type of management design to both divisions which could cause inadequacy in either among both functions.


An analysis of the 3 alternatives indicates that combination of advertising and marketing and also operations would certainly not be a feasible move due to the vast differences between the 2 divisions despite the truth that presently Lewis is taking care of both. While separation of the production feature might have been a desirable action for the marketing department, the reality that it would indicate placing a 3rd function under Lewis's wing indicates this must be stayed clear of.

Activity Plan.
Lewis will take over the duty of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would be merged.

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

Production function will certainly stay part of marketing under advertising function.

Lewis will certainly divide herself from procedures.

An autonomous management design with staff member empowerment will certainly be made use of in advertising and marketing division.

Open door plan and also emphasis on cross department communication will be aimed at eliminating disharmony.

Backup plan.

If the combination does not exercise as intended, a contingency plan would comply with which would divide the manufacturing function from the advertising feature to lower the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain worked with, Lewis will be heading the marketing division without an SVP. Because case the manufacturing feature will definitely be separated by positioning it under an SVP manufacturing.