Dollarama Inc Case Study Analysis


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Background and Facts

Dollarama Inc a workplace supplies merchant for small and medium sized organisations has recently been associated with preparing for a merging with its competitor Home Deport, which has affected effectiveness levels in departmentswith the elderly supervisor involved in legal issues presented by the government Profession Compensation. With the Advertising and marketing Head advancing the news of his separation from the company in one year, Jeannie Lewis, the present head of procedures has been asked to take the role in the future. With challenges in the kind of a possible social change and also low staff member morale, the organization is in need of a total reengineering initiative at the advertising and marketing department.

Issue Declaration
Porter's 5 Forces Analysis
The prospective cultural adjustment at the advertising and marketing department of Dollarama Inc is enhancing uncertainty in the working environment bring about different obstacles for the Jeannie Lewis that would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in impacting calculated decisions given that Stapes Inc. needed to desert its plans of merging with Workplace Deport after the Federal Profession Payment's intervention while doing so. Provided the reality that the shop has a worldwide existence with branches in UK, USA, Canada as well as Germany, political factors in each of these nations might have the ability to impact performance or critical objectives. Federal Trade Compensation's antitrust fit versus the merging took up useful time of the organization's senior administration recommending that 'political' factors can have major ramifications for a global organisation.

Economic Factors: Economic factors such as the emergence of small companies in the global situation recommend that Dollarama Inc is flourishing in an atmosphere where there is possible growth of companies. Along with this, truth that shop customers are mainly looking for office materials for home offices recommends that the marketplace has an increasing pattern of entrepreneurs as well as home based services.

Social factors: Social patterns in the economic situation show that consumers are searching for convenience in addition to eye-catching rates. Marketing research shows how the customer for Dollarama Inc lacks awareness about discovering remedies which can offer a mix of convenience and also affordable.

Technological factors: Innovation plays an important function in Dollarama Inc's business strategy especially as the organization is piloting Technology facilities which would certainly supply technology sales and also assistance in the type of memory upgrades, outer setups. (Recap of BUG in appendix 2).

OB Issues and Symptoms.

Numerous underlying Business Habits issues can be seen in Dollarama Inc's case as highlighted in this section.

Concerns regarding cultural adjustment: There is uneasiness regarding a social change that would take place as soon as Todd Krasnow leaves from his position as the Executive Vice President of Advertising with the majority of the team member currently showing unhappiness over this possible move. This predicted adjustment has created stress in the work environment which has actually been paired with the past anxiety of preparing the company for a possible merging with House Deport.
Pest Analysis
Difficult Job Setting for Newcomers: There is lack of employees that can match the demanding setting of a fast-paced organization. Not just does this result in trouble in finding the right individuals, it puts tension on new hires as can not withstand the speed and pressure that the company expects them to birth.

Double Reporting Lines: Newcomers find this business culture cumbersome as well as hard to manage particularly as dotted line partnerships are indicated to be weak in general and objective setting as well as efficiency evaluation is still done by the solid line supervisor. This indicates that beginners might shed clarity about their particular roles as well as objectives particularly as populated line reporting does not maintain them in straight communication with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor rather than Bridget Coles despite the fact that it had been guessed that the last would certainly take Krasnow's position came as a blow to her morale. Lewis might have been qualified and also ideal for the job but the truth that Kransnow's separation would certainly make Coles a direct record to Lewis might have been the factor for Coles' resignation from solutions.

Concern & Task Instability: Fear and also insecurity can be identified as two major concerns that Lewis would certainly be dealing with specifically as the merger has now be terminated and also two senior executives of the marketing division would certainly be leaving. The entire duty of the division would certainly be falling on Lewis's shoulders that would certainly not just be in charge of brining concerning a cultural adjustment yet would also have to show herself in her brand-new function.

Inappropriate Management Design of Leader: Lewis's monitoring design and its conflict with the marketing department's duty can likewise be seen as an OB challenge particularly as she has actually been utilized to dealing with problems in the operations division where personnel are instructed to concentrate on processes and get them. The advertising and marketing division on the various other hand can be viewed as a group of individuals that are used to being supported by Krasnow who concentrated more on output than procedures.

Interdepartmental Differences: Interdepartmental arguments between 3 divisions, advertising and marketing, merchandizing and procedures respectively over the allocation of the marketing mix can be determined as an additional OB issue. Although the marketing department does not share the same vision as the other two divisions regarding the aloocation of the advertising mix twoards promos as well as advertsing, the merchandizing and operations departments do not concur over the marketing mix appropriation amongst one another either.

Disintegration in Marketing Department: Fragmentation in between the marketing and advertising departments can be identified as an additional OB problem which could need more focus. The fact that the marketing and advertising areas in the marketing department are separated is protecting against both departments from acquiring from each other's experience and also expertise. Integration of advertising and marketing with retailing and also procedures would come to be harder if the advertising and marketing department itself is disintegrated which can be an additional possible OB worry.

Dollarama Inc Analysis

Numerous concepts have actually been made use of to discuss the circumstances to get further clarity concerning the scenario handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, most supervisors think that staffs are easy and lazy, have little aspiration and also stand up to modification. The scenario at Dollarama Inc is not entirely following Theory X, it can be seen that new hires are finding this setting instead difficult which might eventually lead to a greater inclination of the administration in the direction of Concept X. Even while assessing Lewis's administration style, concept X may have been ideal in the operations division to some level however the Advertising and marketing division would certainly call for reliance on Concept Y in order to get the imagination as well as creativity from the groups.

Tuckman's Teamwork Theory: As much as Lewis's concern about bringing consistency between the advertising and marketing and also marketing department is worried, this would at first lead to clash as reviewed by Bruce Tuckman in his 'Synergy Concept'. By incorporating the advertising and marketing and also marketing department's job, there might be the exact same initial separate which can lead to the 2nd phase of 'storming' where the teams test one an additional.

Bridges' Shift Design: Based On William Bridge's theory (appendix 4), individuals are rather uncomfortable with modification, which is obvious by the circumstance at Dollarama Inc The circumstance can be seen as a normal course of life if is studied based on Bridge's theory where he describes that individuals undergo three stages of shift when they experience modification. 'Ending, shedding as well as Releasing', The Neutral Zone and 'The New Beginning' (Bridges, 2004). When individuals are presented with adjustment, they get in phase one therefore there may be feelings like unhappiness, unpredictability, frustration, rage, fear, rejection as well as disorientation.The situation at the advertising and marketing department of Dollarama Inc is similar so Lewis can obtain comfy with the suggestion that it is not extraordinary habits. In the second stage, there might be a demand to bridge the void between the brand-new and also old culture so Lewis may need to encounter this challenge as soon as Krasnow leaves. There might be low spirits and also reduced performance at this stage which ought to not be taken as an obstacle. It is during this phase that Lewis will have to provide guidance to the department to ensure that they can find an orientation. It can be seen exactly how Krasnow has actually already made this change easier by making Lewis get associated with the department a year before his actual separation. According to Bridges' Version, phase three will certainly cause openness to learning, High energy and also commitment as individuals will accept the change (Bridges, 2004).
Vrio Analysis
Maslow's Requirement pecking order: The OB problem related to instability at the work environment has been triggered firstly by the modification in management and also secondly by the fact that the merger will certainly no longer be started. Abraham Maslow in his Theory of 'Needs Hierarchy' (appendix 5) has talks about the importance of 'safety requires as being a lower level demand of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to feel protected and untouched' is at the second level of needs. Before a worker can be made to create psychologically, he needs to have his 'Physiological 'and also 'Safety and security' requires met. This indicates that unless the personnel are made to really feel protected concerning their existing work status in Dollarama Inc they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Dollarama Inc Case Study

Effects of Analysis.

The OB analysis has actually considered various concepts to recognize exactly how to cope with the present situation available. The complying with 3 alternatives have actually been suggested to aid Lewis take care of the business challenges in the marketing division. Each of these options has actually been proposed for easing the shift needed to bring the marketing department in accordance with the demands of the market and for making the cultural adjustment that would adhere to once the existing leader leaves.

Combination of advertising and marketing functions. Dividing Adverting as well as Production features. Combination of Advertising And Marketing with Procedures.

Assessment of Alternatives.

Integration of Marketing & Advertising Functions: The in-house advertising company of Dollarama Inc is currently toughness for the organization in regards to saving up on overheads associated with advertising and marketing and also promotion. Given that no new recruitment has been done after Bridget Cole's departure with the coverage line being straight appointed to Krasnow for the marketing feature, this is a positive chance for integrating the marketing and advertising features. Judith Shapiro who has actually earlier been spoken with by Lewis throughout the earlier merger days has competence in business-to-business advertising and marketing together with company and retail advertising and marketing experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to deal with both advertising and marketing functions.

The advantage of this technique is that it will certainly incorporate the two features while decreasing the demand for working with an extra source for advertising and marketing. In addition to this, Lewis would be heading the advertising and marketing department and also in any case her replacement would be required for the existing duty that she is executing. The disadvantage of this choice is that external hiring may produce bitterness from inner workers who may be considering the position of EVP after Lewis takes over Krasnow's placement.

Separating Adverting as well as Manufacturing: Given the affordable stress as well as high top quality job needed from the advertising and marketing company, it is suggested that Lewis must allow the production device to be a separate function from the advertising and marketing device. Because the majority of marketing companies had these two features as separate devices, it makes more feeling to comply with the standard.

Integration of Marketing with Workflows: Because Lewis is currently taking care of the marketing as well as operations divisions concurrently; it makes good sense to integrate both functions given that she has been effectively dealing with both ends. The reality that both divisions currently have significant distinctions over allowance of sources recommends that this combination may be able to produce harmony especially as Lewis would be heading both ends.However there are different drawbacks of this relocation specifically as it would place way too much burden over Lewis's shoulders. The fact that Lewis needs to adjust her administration design for the advertising and marketing division suggests that these two departments would be culturally varied. Lewis may not be able to use one type of management style to both departments which could result in inefficiency in either one of the two functions.


An examination of the three alternatives shows that integration of advertising as well as procedures would not be a viable relocation due to the substantial distinctions in between the two departments in spite of the reality that presently Lewis is taking care of both. While separation of the production function may have been a positive step for the advertising division, the reality that it would imply placing a 3rd function under Lewis's wing implies this must be avoided.

Activity Strategy.
Lewis will take control of the role of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would be merged.

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

Production feature will certainly stay part of advertising and marketing under advertising and marketing feature.

Lewis will certainly divide herself from procedures.

A democratic management design with staff member empowerment will certainly be used in advertising department.

Open up door policy and focus on cross department interaction will certainly be focused on eliminating discord.

Contingency strategy.

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