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Dunlap Corporation Case Study Solution

Background and Facts

Dunlap Corporation an office supplies seller for little and average sized organisations has recently been associated with planning for a merger with its competitor House Deport, which has influenced effectiveness degrees in departmentswith the senior supervisor involved in lawful complications presented by the government Trade Commission. With the Advertising and marketing Head advancing the information of his departure from the firm in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the duty in the future. With challenges in the kind of a potential cultural change as well as reduced worker spirits, the organization requires a full reengineering effort at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The potential social adjustment at the advertising division of Dunlap Corporation is boosting unpredictability in the working environment causing 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 duty in impacting tactical decisions because Stapes Inc. had to desert its strategies of merging with Workplace Deport after the Federal Profession Payment's intervention at the same time. Offered the fact that the shop has an international visibility with branches in UK, UNITED STATES, Canada and Germany, political consider each of these countries might be able to impact performance or critical objectives. Federal Profession Payment's antitrust suit versus the merger took up important time of the company's senior management recommending that 'political' factors can have major ramifications for a worldwide company.

Economic Factors: Economic factors such as the development of local business in the international scenario recommend that Dunlap Corporation is growing in an environment where there is potential development of organisations. In addition to this, reality that shop customers are mainly searching for workplace products for home offices recommends that the market has a rising pattern of entrepreneurs and home based companies.

Social factors: Social patterns in the economic situation reveal that consumers are looking for comfort as well as appealing prices. Marketing research shows how the consumer for Dunlap Corporation lacks understanding about locating remedies which can supply a combination of comfort and low costs.

Technological factors: Technology plays a vital duty in Dunlap Corporation's business approach specifically as the organization is piloting Technology centers which would provide technology sales and also assistance in the kind of memory upgrades, outer installations. (Summary of INSECT in appendix 2).

OB Issues and also Symptoms.

Several underlying Business Habits issues can be seen in Dunlap Corporation's case as highlighted in this section.

Uneasiness concerning cultural change: There is concern regarding a cultural change that would take place as soon as Todd Krasnow leaves from his position as the Exec Vice Head Of State of Advertising with a lot of the team member already showing unhappiness over this potential relocation. This expected change has produced tension in the workplace which has actually been paired with the past tension of preparing the firm for a prospective merging with Home Deport.
Pest Analysis
Difficult Task Atmosphere for Newcomers: There is scarcity of personnel that can match the demanding setting of a fast-paced organization. Not just does this bring about difficulty in locating the right people, it puts stress and anxiety on brand-new hires as can not endure the pace and pressure that the company anticipates them to birth.

Dual Coverage Lines: Newcomers locate this organizational culture troublesome and hard to handle specifically as populated line connections are indicated to be weaker generally and also objective setting and also efficiency examination is still done by the strong line manager. This means that novices might lose clearness about their particular functions as well as purposes especially as populated line coverage does not maintain them in straight interaction with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower instead of Bridget Coles although it had actually been hypothesized that the last would take Krasnow's setting came as a blow to her morale. Lewis might have been qualified as well as ideal for the job but the truth that Kransnow's departure would certainly make Coles a straight report to Lewis might have been the factor for Coles' resignation from solutions.

Anxiety & Work Instability: Anxiety and instability can be recognized as 2 significant problems that Lewis would certainly be handling particularly as the merging has now be terminated and 2 elderly execs of the marketing department would be leaving. The whole duty of the department would be dropping on Lewis's shoulders who would certainly not simply be in charge of brining regarding a social modification however would certainly likewise have to show herself in her brand-new duty.

Inappropriate Management Style of Leader: Lewis's monitoring style and also its conflict with the advertising and marketing division's role can additionally be seen as an OB difficulty especially as she has been made use of to taking care of concerns in the procedures division where workers are taught to concentrate on procedures as well as get them. The advertising department on the various other hand can be viewed as a team of people who are utilized to being supported by Krasnow that focused extra on outcome than processes.

Interdepartmental Disagreements: Interdepartmental disagreements between 3 divisions, marketing, merchandizing and operations respectively over the allowance of the marketing mix can be identified as an additional OB worry. Although the marketing division does not share the exact same vision as the various other 2 departments pertaining to the aloocation of the advertising mix twoards promos and also advertsing, the merchandizing as well as operations departments do not concur over the marketing mix allotment amongst each other either.

Disintegration in Advertising And Marketing Division: Disintegration between the advertising and marketing divisions can be identified as an additional OB problem which can require more focus. The truth that the marketing and advertising sections in the advertising division are detached is stopping both departments from obtaining from each various other's experience and know-how. Integration of marketing with retailing as well as operations would become more difficult if the advertising and marketing department itself is degenerated which can be another possible OB worry.

Dunlap Corporation Analysis

Numerous theories have been utilized to explain the circumstances to obtain further clarity about the scenario available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of managers think that staffs are easy and also lazy, have little aspiration and also resist modification. The scenario at Dunlap Corporation is not totally adhering to Concept X, it can be seen that brand-new hires are locating this atmosphere instead difficult which might eventually lead to a higher inclination of the administration towards Concept X. Also while examining Lewis's monitoring design, concept X might have been appropriate in the procedures department to some level yet the Advertising and marketing division would certainly need dependence on Concept Y in order to get the imagination and also originality from the teams.

Tuckman's Synergy Theory: As far as Lewis's concern concerning bringing consistency between the marketing as well as advertising division is concerned, this would at first lead to clash as reviewed by Bruce Tuckman in his 'Teamwork Concept'. By combining the marketing as well as marketing division's work, there may be the same preliminary disconnect which could lead to the 2nd phase of 'storming' where the teams challenge one an additional.

When individuals are provided with modification, they get in phase one and so there might be emotions like unhappiness, uncertainty, aggravation, rage, fear, denial and disorientation.The circumstance at the marketing division of Dunlap Corporation is similar so Lewis can get comfortable with the suggestion that it is not amazing behavior. It is throughout this stage that Lewis will certainly have to give guidance to the department so that they can locate a feeling of instructions. It can be seen how Krasnow has actually currently made this transition simpler by making Lewis obtain entailed in the department a year before his real departure.
Vrio Analysis
Abraham Maslow in his Concept of 'Requirements Power structure' (appendix 5) has talks about the significance of 'protection requires as being a reduced degree requirement of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the demand to really feel protected as well as out of risk' is at the second level of demands. Before a staff member can be made to create mentally, he requires to have his 'Physiological 'and 'Safety' requires met.

SWOT Analysis for Dunlap Corporation Case Study

Effects of Analysis.

The OB analysis has actually looked at numerous concepts to recognize exactly how to deal with the present situation at hand. The following three choices have been suggested to help Lewis deal with the organizational challenges in the advertising department. Each of these choices has been proposed for reducing the shift needed to bring the advertising and marketing division according to the requirements of the market and for making the social change that would comply with once the current leader leaves.

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

Analysis of Alternatives.

Judith Shapiro who has actually earlier been talked to by Lewis during the earlier merger days has knowledge in business-to-business advertising and marketing along with agency and also retail advertising experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising and marketing to take care of both marketing as well as marketing functions.

The benefit of this technique is that it will certainly integrate both features while lowering the need for hiring an additional source for advertising and marketing. Lewis would be heading the advertising and marketing department and also in any kind of case her substitute would certainly be needed for the present role that she is carrying out. The downside of this option is that external hiring may bring about resentment from inner workers who might be eying the placement of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and also Manufacturing: Given the competitive stress and also high quality job needed from the marketing company, it is advised that Lewis must allow the manufacturing system to be a different feature from the marketing unit. Since many marketing companies had these two functions as separate units, it makes more sense to comply with the standard.

Assimilation of Advertising with Procedures: Since Lewis is already dealing with the advertising as well as procedures divisions concurrently; it makes good sense to incorporate the two features given that she has been effectively looking after both ends. The fact that the two departments currently have significant distinctions over allocation of sources recommends that this integration might have the ability to bring about consistency especially as Lewis would certainly be heading both ends.However there are different disadvantages of this action specifically as it would put too much worry over Lewis's shoulders. The truth that Lewis has to adjust her monitoring style for the advertising and marketing department recommends that these two divisions would be culturally varied. Along with this, Lewis might not have the ability to use one kind of leadership style to both departments which might cause inefficiency in either one of the two functions.


An assessment of the three choices suggests that integration of marketing and procedures would certainly not be a feasible move due to the substantial distinctions between the two departments despite the fact that presently Lewis is dealing with both. While splitting up of the manufacturing feature may have been a beneficial action for the advertising division, the fact that it would certainly imply positioning a 3rd function under Lewis's wing implies this ought to be prevented.

Action Strategy.
Lewis will take over the role of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would certainly be combined.

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

Production function will remain part of marketing under advertising and marketing feature.

Lewis will separate herself from procedures.

An autonomous management design with staff member empowerment will be used in advertising department.

Open up door policy and also emphasis on cross departmental communication will certainly be targeted at removing discord.

Contingency strategy.

If the combination does not exercise as planned, a backup plan would certainly comply with which would certainly separate the production feature from the advertising and marketing feature to lower the load on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will be heading the advertising department without an SVP. Because case the production feature will certainly be divided by positioning it under an SVP production.