Dixon Corp The Collinsville Plant Case Study Solution


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Dixon Corp The Collinsville Plant Case Study Analysis

Background and Facts

Dixon Corp The Collinsville Plant an office supplies seller for tiny and moderate sized organisations has lately been involved in preparing for a merging with its competitor House Deport, which has influenced efficiency degrees in departmentswith the elderly supervisor associated with legal issues put forth by the federal Profession Payment. With the Advertising Head putting forward the information of his separation from the business in one year, Jeannie Lewis, the current head of procedures has been asked to take the role in the near future. With challenges in the kind of a possible social adjustment and low worker morale, the organization requires a full reengineering initiative at the marketing division.

Trouble Declaration
Porter's 5 Forces Analysis
The prospective social modification at the marketing department of Dixon Corp The Collinsville Plant is boosting unpredictability in the workplace bring about numerous challenges 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 major function in influencing strategic choices considering that Stapes Inc. had to desert its strategies of combining with Workplace Deport after the Federal Profession Payment's intervention at the same time. Given the truth that the shop has an international presence with branches in UK, USA, Canada and also Germany, political factors in each of these countries might be able to impact efficiency or critical objectives. Federal Trade Commission's antitrust match against the merger took up beneficial time of the company's senior monitoring suggesting that 'political' factors can have significant ramifications for a global business.

Economic Factors: Economic factors such as the emergence of small businesses in the global circumstance recommend that Dixon Corp The Collinsville Plant is thriving in an atmosphere where there is prospective growth of businesses. In addition to this, reality that store customers are mainly looking for workplace materials for office recommends that the marketplace has a climbing fad of entrepreneurs and home based businesses.

Social factors: Social trends in the economic climate show that consumers are searching for benefit along with eye-catching costs. Marketing research demonstrates how the client for Dixon Corp The Collinsville Plant lacks recognition concerning finding solutions which can use a combination of ease and also affordable.

Technological factors: Innovation plays a crucial function in Dixon Corp The Collinsville Plant's business method specifically as the organization is piloting Innovation facilities which would certainly supply modern technology sales and support in the form of memory upgrades, outer installations. (Summary of PEST in appendix 2).

OB Issues and Manifestations.

Several underlying Business Actions problems can be seen in Dixon Corp The Collinsville Plant's case as highlighted in this section.

Uneasiness concerning social modification: There is worry concerning a cultural adjustment that would certainly take place as soon as Todd Krasnow leaves from his position as the Executive Vice Head Of State of Advertising And Marketing with a lot of the personnel currently showing discontent over this potential move. This expected modification has produced anxiety in the work environment which has actually been paired with the previous stress and anxiety of preparing the company for a potential merger with Home Deport.
Pest Analysis
Demanding Task Atmosphere for Newcomers: There is lack of workers that can match the demanding environment of a fast-paced organization. Not only does this lead to difficulty in discovering the best people, it puts stress on new hires as can not stand up to the pace as well as stress that the company anticipates them to bear.

Dual Coverage Lines: Newbies discover this organizational society troublesome and difficult to handle specifically as populated line relationships are suggested to be weak generally as well as unbiased setting as well as performance analysis is still done by the solid line supervisor. This means that novices could lose quality regarding their respective functions and goals specifically as populated line coverage does not maintain them in direct interaction with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles despite the fact that it had actually been guessed that the latter would take Krasnow's placement came as a strike to her spirits. Lewis might have been qualified and suitable for the work yet the truth that Kransnow's separation would make Coles a direct report to Lewis might have been the reason for Coles' resignation from solutions.

Anxiety & Work Insecurity: Fear and instability can be recognized as 2 major concerns that Lewis would be handling specifically as the merger has actually currently be terminated as well as 2 elderly execs of the advertising and marketing division would certainly be leaving. The whole obligation of the department would be falling on Lewis's shoulders who would not simply supervise of brining concerning a cultural modification however would additionally have to show herself in her new function.

Inappropriate Monitoring Style of Leader: Lewis's monitoring design and also its conflict with the advertising department's role can also be viewed as an OB difficulty specifically as she has actually been made use of to dealing with problems in the procedures department where workers are instructed to concentrate on procedures and also obtain them right. The advertising division on the various other hand can be viewed as a team of people who are utilized to being nurtured by Krasnow that focused more on output than procedures.

Interdepartmental Arguments: Interdepartmental arguments between 3 divisions, marketing, merchandizing and also operations respectively over the allowance of the marketing mix can be identified as another OB worry. Although the advertising and marketing division does not share the very same vision as the other two divisions concerning the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing and operations departments do not concur over the marketing mix allotment amongst one another either.

Disintegration in Advertising And Marketing Division: Disintegration between the advertising and marketing departments can be identified as another OB concern which might require more interest. The fact that the marketing and advertising areas in the advertising and marketing department are separated is protecting against both divisions from obtaining from each other's experience and expertise. Integration of marketing with retailing and also operations would certainly become more difficult if the advertising and marketing department itself is degenerated which can be an additional potential OB concern.

Dixon Corp The Collinsville Plant Analysis

Different theories have been utilized to explain the situations to get additional clearness about the scenario available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of managers believe that staffs are easy and lazy, have little aspiration and stand up to modification. The difficult variation of this concept emphasized browbeating, tight controls, hazards and penalties. Over time it generates reduced productivity, subtle sabotage and also rivalry (Bargain, 2003). Although the scenario at Dixon Corp The Collinsville Plant is not totally following Concept X, it can be seen that brand-new hires are discovering this environment instead stressful which may eventually cause a better disposition of the monitoring in the direction of Concept X. According to McGregor's supported view, which he called Concept Y, the important task of the management is to set up organizational conditions to make sure that people can achieve their own goals best by directing their initiatives in the direction of organizational incentives. If people discover no satisfaction in their work, the administration would have little choice however to depend on theory X as well as outside control (Bargain, 2003). Also while evaluating Lewis's management style, concept X may have appropriated in the operations department somewhat but the Marketing department would call for reliance on Concept Y to get the imagination as well as creativity from the teams.

Tuckman's Team effort Concept: Regarding Lewis's worry about bringing consistency between the marketing and advertising department is worried, this would initially cause contrast as reviewed by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). As per Tuckman's concept received appendix 3, throughout the preliminary phase of group growth, people might not bond, as they are busy finding their place in the group. By incorporating the advertising and marketing division's work, there may be the same initial detach which could result in the second phase of 'storming' where the groups test each other. Nevertheless, it is just throughout the 3rd phase or 'norming' when they would certainly come together to share concepts before the group can bring about synergy in the 4th phase 'carrying out'.

Bridges' Change Model: Based On William Bridge's concept (appendix 4), individuals are fairly awkward with adjustment, which is obvious by the circumstance at Dixon Corp The Collinsville Plant The situation can be seen as a typical program of life if is examined according to Bridge's theory where he explains that individuals undergo three stages of transition when they experience adjustment. 'Ending, losing and also Letting go', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals exist with modification, they go into phase one therefore there may be feelings like sadness, unpredictability, aggravation, temper, worry, rejection and disorientation.The situation at the marketing division of Dixon Corp The Collinsville Plant is similar so Lewis can get comfortable with the concept that it is not amazing actions. In the second stage, there may be a demand to connect the void between the brand-new and old culture so Lewis might need to encounter this ordeal once Krasnow leaves. There might be low spirits as well as low performance at this phase which should not be taken as a trouble. It is throughout this stage that Lewis will need to offer advice 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 easier by making Lewis obtain associated with the division a year prior to his actual separation. Based on Bridges' Model, phase three will certainly cause visibility to understanding, High energy and commitment as individuals will certainly welcome the modification (Bridges, 2004).
Vrio Analysis
Maslow's Demand power structure: The OB issue pertaining to instability at the workplace has actually been caused to start with by the change in management and also secondly by the fact that the merging will certainly no longer be launched. Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has reviews the value of 'safety and security requires as being a lower degree requirement of a human for causing motivation. As seen in the pyramid cooperated appendix 3, we can see how 'the need to feel safe and safe' is at the second degree of needs. Prior to a worker can be made to establish psychologically, he needs to have his 'Physiological 'and also 'Safety' needs met. This indicates that unless the personnel are made to feel protected about their present work standing in Dixon Corp The Collinsville Plant they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Dixon Corp The Collinsville Plant Case Study

Ramification of Analysis.

The OB analysis has actually looked at various concepts to recognize how to cope with the current situation available. The complying with 3 alternatives have actually been proposed to help Lewis handle the organizational challenges in the marketing department. Each of these alternatives has actually been recommended for reducing the transition required to bring the advertising department in accordance with the needs of the market as well as for making the cultural modification that would certainly comply with as soon as the current leader leaves.

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

Examination of Alternatives.

Assimilation of Advertising & Advertising And Marketing Functions: The in-house marketing company of Dixon Corp The Collinsville Plant is currently stamina for the organization in terms of conserving up on overheads associated with advertising and marketing as well as promo. Given that no new employment has been done after Bridget Cole's separation with the coverage line being directly appointed to Krasnow for the marketing function, this is a beneficial chance for incorporating the advertising and marketing functions. Judith Shapiro that has actually earlier been interviewed by Lewis during the earlier merger days has know-how in business-to-business marketing in addition to agency and retail advertising and marketing experience. Once Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to take care of both marketing and advertising functions.

The benefit of this technique is that it will certainly integrate the two features while decreasing the requirement for working with an added resource for advertising and marketing. Lewis would certainly be heading the marketing department and in any kind of case her replacement would be needed for the current function that she is doing. The downside of this option is that exterior hiring may bring about animosity from inner personnel who may be looking at the position of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and Manufacturing: Provided the competitive pressures and high quality work required from the advertising firm, it is advised that Lewis needs to enable the manufacturing device to be a separate function from the advertising and marketing system. Considering that most marketing agencies had these two functions as separate units, it makes even more sense to follow the standard.

Combination of Advertising with Operations: Because Lewis is currently dealing with the advertising and procedures departments at the same time; it makes good sense to incorporate both features considering that she has been effectively caring for both ends. The truth that the two divisions currently have major distinctions over allotment of resources recommends that this assimilation may be able to produce consistency specifically as Lewis would certainly be heading both ends.However there are numerous disadvantages of this relocation especially as it would place too much burden over Lewis's shoulders. The fact that Lewis needs to adjust her management style for the advertising division recommends that these 2 departments would certainly be culturally diverse. Lewis may not be able to use one kind of leadership design to both departments which could result in inadequacy in either one of the two functions.


An evaluation of the three choices suggests that assimilation of advertising and marketing and also procedures would certainly not be a viable relocation due to the large differences between both departments although that currently Lewis is handling both. While separation of the manufacturing function may have been a positive action for the marketing division, the truth that it would suggest putting a 3rd function under Lewis's wing implies this need to be stayed clear of. The integration of the advertising and marketing department is the very best option in regards to obtaining the optimum results from the division. An activity plan for this alternative is reviewed listed below.

Action Plan.
Lewis will take over the function of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would certainly be merged.

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

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

Lewis will certainly divide herself from procedures.

A democratic management style with employee empowerment will be utilized in advertising and marketing division.

Open up door plan as well as focus on cross department interaction will be aimed at removing discord.

Contingency plan.

If the integration does not exercise as intended, a contingency strategy would adhere to which would certainly separate the production function from the advertising and marketing feature to lower the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get hired, Lewis will be heading the advertising division without an SVP. In that case the production function will most definitely be divided by placing it under an SVP manufacturing.