Direct Response Advertising At Liberator Medical Holdings Inc Case Study Analysis


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Direct Response Advertising At Liberator Medical Holdings Inc Case Study Solution

Background and Facts

Direct Response Advertising At Liberator Medical Holdings Inc an office supplies store for little and average sized companies has actually just recently been associated with preparing for a merging with its competitor Home Deport, which has actually impacted efficiency levels in departmentswith the senior manager involved in lawful issues put forth by the government Trade Commission. With the Advertising Head putting forward the news of his departure from the company in one year, Jeannie Lewis, the present head of procedures has been asked to take the duty in the near future. With obstacles in the type of a potential social adjustment and also low employee morale, the company is in need of a full reengineering effort at the marketing division.

Issue Statement
Porter's 5 Forces Analysis
The possible cultural change at the advertising and marketing division of Direct Response Advertising At Liberator Medical Holdings Inc is increasing uncertainty in the workplace leading to numerous challenges 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 function in impacting tactical decisions considering that Stapes Inc. needed to desert its strategies of combining with Workplace Deport after the Federal Profession Commission's treatment at the same time. Provided the truth that the shop has an international existence with branches in UK, U.S.A., Canada as well as Germany, political consider each of these countries might be able to affect performance or tactical goals. Federal Trade Commission's antitrust match versus the merger took up valuable time of the organization's senior management suggesting that 'political' factors can have severe implications for a global organisation.

Economic Factors: Financial factors such as the development of local business in the worldwide circumstance suggest that Direct Response Advertising At Liberator Medical Holdings Inc is prospering in an environment where there is potential growth of organisations. Fact that store clients are mostly looking for office products for home workplaces recommends that the market has an increasing trend of business owners as well as residence based services.

Social factors: Social patterns in the economy reveal that customers are seeking convenience along with appealing prices. Market research demonstrates how the consumer for Direct Response Advertising At Liberator Medical Holdings Inc lacks understanding about discovering solutions which can provide a combination of comfort as well as low costs.

Technological factors: Modern technology plays a vital duty in Direct Response Advertising At Liberator Medical Holdings Inc's organisation approach particularly as the company is piloting Innovation facilities which would provide modern technology sales as well as support in the form of memory upgrades, outer setups. (Summary of PARASITE in appendix 2).

OB Issues and also Manifestations.

Several underlying Organizational Habits concerns can be seen in Direct Response Advertising At Liberator Medical Holdings Inc's case as highlighted in this section.

Worries about cultural change: There is concern regarding a cultural adjustment that would occur once Todd Krasnow leaves from his position as the Exec Vice President of Marketing with most of the personnel already revealing discontent over this prospective relocation. This expected modification has created anxiety in the office which has actually been combined with the past stress and anxiety of preparing the company for a prospective merger with House Deport.
Pest Analysis
Difficult Job Setting for Newcomers: There is shortage of employees that can match the stressful atmosphere of a fast-paced organization. Not just does this cause trouble in finding the best people, it puts tension on new hires as can not stand up to the pace and stress that the company anticipates them to birth.

Dual Reporting Lines: Novices locate this business society cumbersome and tough to manage particularly as dotted line connections are suggested to be weaker generally and objective setting as well as performance analysis is still done by the strong line manager. This suggests that newcomers can shed clearness about their particular functions and objectives particularly as populated line reporting does not keep them in straight interaction with the solid 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 actually been speculated that the latter would take Krasnow's position came as an impact to her morale. Lewis may have been qualified and appropriate for the job yet the truth that Kransnow's separation would make Coles a direct record to Lewis may have been the reason for Coles' resignation from services.

Concern & Work Insecurity: Concern and instability can be identified as two significant issues that Lewis would certainly be taking care of specifically as the merging has actually currently be terminated and 2 senior executives of the marketing division would certainly be leaving. The entire responsibility of the division would be dropping on Lewis's shoulders who would certainly not just be in charge of brining concerning a cultural modification but would certainly additionally need to confirm herself in her new duty.

Inappropriate Management Style of Leader: Lewis's administration design as well as its conflict with the advertising department's role can also be viewed as an OB difficulty particularly as she has actually been utilized to taking care of issues in the operations division where employees are educated to focus on procedures and also get them right. The advertising division on the other hand can be viewed as a group of individuals who are made use of to being nurtured by Krasnow who concentrated a lot more on output than procedures.

Interdepartmental Differences: Interdepartmental disagreements between 3 departments, marketing, merchandizing and procedures specifically over the appropriation of the advertising and marketing mix can be identified as one more OB concern. The marketing division does not share the exact same vision as the various other two divisions relating to the aloocation of the marketing mix twoards promos and advertsing, the merchandizing and also procedures departments do not agree over the advertising and marketing mix allotment amongst one another either.

Fragmentation in Advertising Division: Fragmentation between the marketing and advertising divisions can be recognized as an additional OB concern which might need additional focus. The reality that the advertising and marketing sections in the advertising and marketing division are separated is avoiding both divisions from acquiring from each other's experience as well as knowledge. Combination of advertising with retailing and operations would certainly end up being harder if the advertising and marketing department itself is disintegrated which can be one more possible OB problem.

Direct Response Advertising At Liberator Medical Holdings Inc Analysis

Various theories have actually been made use of to describe the situations to obtain additional quality concerning the scenario at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, the majority of managers think that subordinates are passive and lazy, have little ambition and also resist adjustment. The tough variation of this theory emphasized browbeating, tight controls, threats and punishments. Gradually it creates reduced performance, subtle sabotage as well as rivalry (Bargain, 2003). Although the scenario at Direct Response Advertising At Liberator Medical Holdings Inc is not completely following Concept X, it can be seen that new hires are discovering this setting instead difficult which might ultimately bring about a better inclination of the monitoring in the direction of Theory X. According to McGregor's advocated view, which he called Concept Y, the important task of the management is to organize organizational conditions so that individuals can attain their very own goals best by routing their initiatives towards business benefits. If individuals locate no contentment in their work, the administration would certainly have little selection however to count on theory X as well as exterior control (Offer, 2003). Even while evaluating Lewis's administration style, concept X may have appropriated in the operations department to some extent however the Marketing division would certainly require reliance on Theory Y so as to get the creativity and also creativity from the groups.

Tuckman's Team effort Concept: As much as Lewis's concern regarding bringing harmony between the advertising and marketing and also advertising division is worried, this would originally lead to conflict as reviewed by Bruce Tuckman in his 'Team effort Theory'. By integrating the advertising and marketing as well as marketing department's work, there may be the same preliminary detach which could lead to the second phase of 'storming' where the groups test one another.

Bridges' Transition Model: Based On William Bridge's concept (appendix 4), people are fairly unpleasant with change, which is obvious by the scenario at Direct Response Advertising At Liberator Medical Holdings Inc The scenario can be viewed as a typical program of life if is examined according to Bridge's theory where he discusses that individuals experience 3 stages of change when they experience change. 'Ending, shedding and Letting go', The Neutral Area as well as 'The New Starting' (Bridges, 2004). When people are presented with modification, they go into phase one therefore there might be feelings like unhappiness, unpredictability, frustration, rage, worry, denial and disorientation.The scenario at the advertising department of Direct Response Advertising At Liberator Medical Holdings Inc is comparable so Lewis can get comfortable with the idea that it is not extraordinary behavior. In the 2nd phase, there might be a requirement to link the gap in between the brand-new and also old culture so Lewis might have to face this challenge as soon as Krasnow leaves. There might be reduced morale as well as reduced performance at this stage which should not be taken as a setback. It is during this stage that Lewis will have to provide support to the department so that they can find an orientation. It can be seen exactly how Krasnow has already made this shift simpler by making Lewis get associated with the division a year prior to his actual separation. According to Bridges' Version, stage three will bring about openness to understanding, High energy and dedication as individuals will accept the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Requirements Pecking order' (appendix 5) has discusses the value of 'safety needs as being a lower level requirement of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe and secure as well as out of threat' is at the second degree of demands. Before a staff member can be made to establish psychologically, he needs to have his 'Physiological 'and 'Safety and security' requires satisfied.

SWOT Analysis for Direct Response Advertising At Liberator Medical Holdings Inc Case Study

Implication of Analysis.

The OB analysis has actually checked out various concepts to comprehend just how to handle the current circumstance available. The following 3 alternatives have actually been recommended to aid Lewis handle the business difficulties in the advertising department. Each of these alternatives has been proposed for easing the change required to bring the marketing department in line with the requirements of the marketplace as well as for making the cultural change that would certainly follow when the current leader leaves.

Integration of advertising and marketing features. Separating Adverting and Manufacturing features. Combination of Advertising with Procedures.

Analysis of Alternatives.

Combination of Marketing & Advertising Functions: The internal advertising and marketing firm of Direct Response Advertising At Liberator Medical Holdings Inc is already toughness for the organization in terms of conserving up on expenses associated with marketing and promotion. Given that no new employment has actually been done after Bridget Cole's separation with the coverage line being directly assigned to Krasnow for the marketing feature, this is a positive chance for incorporating the advertising and marketing features. Judith Shapiro who has actually earlier been talked to by Lewis during the earlier merging days has competence in business-to-business advertising and marketing together with agency and retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to manage both advertising and marketing functions.

The advantage of this technique is that it will certainly integrate both functions while minimizing the demand for employing an added source for advertising and marketing. Lewis would certainly be heading the advertising and marketing department and also in any type of case her substitute would certainly be needed for the existing duty that she is doing. The negative aspect of this option is that exterior hiring may bring about bitterness from interior personnel who may be looking at the position of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting as well as Production: Provided the competitive stress and also high top quality job called for from the advertising and marketing firm, it is suggested that Lewis should allow the production unit to be a different function from the marketing unit. Given that a lot of advertising and marketing companies had these two functions as different systems, it makes more feeling to adhere to the norm.

Combination of Advertising with Workflows: Since Lewis is currently taking care of the marketing and operations departments all at once; it makes good sense to integrate the two functions because she has actually been efficiently looking after both ends. The reality that the two departments already have significant distinctions over allowance of resources suggests that this combination might have the ability to cause harmony particularly as Lewis would be heading both ends.However there are various drawbacks of this action especially as it would put excessive problem over Lewis's shoulders. The fact that Lewis needs to adapt her management design for the advertising and marketing department suggests that these two departments would be culturally varied. Lewis might not be able to use one type of management style to both divisions which might result in inadequacy in either one of the two features.


An analysis of the 3 options suggests that assimilation of advertising and marketing as well as operations would not be a viable relocation due to the large differences between the 2 departments regardless of the reality that presently Lewis is managing both. While splitting up of the production feature might have been a desirable relocation for the advertising and marketing department, the reality that it would suggest placing a third function under Lewis's wing indicates this need to be avoided.

Activity Strategy.
Lewis will take control of the duty of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would certainly be merged.

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

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

Lewis will divide herself from operations.

An autonomous management style with worker empowerment will be utilized in marketing division.

Open up door plan and focus on cross departmental communication will certainly be focused on getting rid of disharmony.

Contingency plan.

If the integration does not work out as prepared, a backup strategy would comply with which would separate the production feature from the advertising and marketing feature to decrease the load on the SVP of advertising and marketing. In case Judith Shapiro does not get employed, Lewis will be heading the advertising and marketing division without an SVP. Because case the production function will most definitely be divided by positioning it under an SVP production.