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Dura Pharmaceuticals Case Study Analysis

Background and Facts

Dura Pharmaceuticals a workplace materials merchant for little and medium sized businesses has actually recently been associated with planning for a merging with its competitor Home Deport, which has actually impacted performance degrees in departmentswith the elderly manager associated with legal problems presented by the federal Trade Payment. With the Advertising and marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the function in the near future. With difficulties in the type of a potential social adjustment as well as reduced staff member spirits, the company is in need of a full reengineering effort at the advertising department.

Trouble Statement
Porter's 5 Forces Analysis
The prospective social change at the advertising department of Dura Pharmaceuticals is boosting unpredictability in the working environment causing numerous difficulties for the Jeannie Lewis that would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting tactical choices because Stapes Inc. had to desert its plans of merging with Office Deport after the Federal Trade Payment's intervention at the same time. Offered the fact that the shop has an international visibility with branches in UK, U.S.A., Canada and also Germany, political consider each of these countries may be able to affect performance or calculated goals. Federal Profession Compensation's antitrust match versus the merging took up beneficial time of the organization's senior management suggesting that 'political' factors can have serious implications for an international business.

Economic Factors: Economic factors such as the development of small businesses in the worldwide scenario suggest that Dura Pharmaceuticals is growing in a setting where there is potential development of organisations. Fact that store consumers are mostly looking for office products for house offices recommends that the market has a rising trend of entrepreneurs and home based organisations.

Social factors: Social trends in the economic situation reveal that customers are looking for benefit along with attractive costs. Market research demonstrates how the customer for Dura Pharmaceuticals does not have awareness regarding discovering remedies which can use a combination of comfort and inexpensive.

Technological factors: Modern technology plays a vital role in Dura Pharmaceuticals's organisation technique particularly as the organization is piloting Modern technology centers which would certainly use innovation sales and also support in the form of memory upgrades, peripheral setups. (Recap of PARASITE in appendix 2).

OB Issues as well as Manifestations.

Numerous underlying Business Habits problems can be seen in Dura Pharmaceuticals's case as highlighted in this area.

Uneasiness regarding cultural change: There is concern concerning a social modification that would take place once Todd Krasnow leaves from his placement as the Exec Vice President of Advertising with the majority of the personnel already revealing unhappiness over this possible step. This expected adjustment has produced stress and anxiety in the workplace which has been coupled with the previous tension of preparing the company for a prospective merging with Home Deport.
Pest Analysis
Difficult Work Atmosphere for Newcomers: There is lack of personnel that can match the demanding atmosphere of a busy organization. Not just does this bring about trouble in finding the ideal individuals, it puts stress and anxiety on new hires as can not endure the rate as well as pressure that the organization expects them to bear.

Twin Coverage Lines: Novices discover this organizational culture troublesome as well as difficult to cope with particularly as dotted line partnerships are implied to be weak generally and unbiased setting as well as performance examination is still done by the strong line manager. This implies that newcomers can shed clearness concerning their respective functions and also objectives particularly as dotted line coverage does not keep them in straight interaction with the strong line supervisors.

Animosity 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 latter would certainly take Krasnow's placement came as an impact to her morale. Lewis may have been capable and proper for the job but the reality that Kransnow's separation would make Coles a direct record to Lewis might have been the factor for Coles' resignation from solutions.

Fear & Task Insecurity: Anxiety and also insecurity can be determined as two major problems that Lewis would certainly be handling particularly as the merger has currently be terminated and also two senior execs of the advertising department would certainly be leaving. The whole obligation of the department would certainly be dropping on Lewis's shoulders who would certainly not just be in charge of brining regarding a cultural adjustment however would also need to verify herself in her new function.

Incompatible Administration Style of Leader: Lewis's management style and also its conflict with the marketing department's duty can also be seen as an OB obstacle especially as she has actually been utilized to taking care of issues in the operations department where workers are shown to focus on processes and also get them. The advertising department on the other hand can be seen as a group of individuals that are used to being supported by Krasnow that focused a lot more on output than processes.

Interdepartmental Arguments: Interdepartmental disagreements between three divisions, marketing, merchandizing and procedures specifically over the allotment of the advertising mix can be recognized as an additional OB issue. The marketing division does not share the same vision as the other 2 divisions pertaining to the aloocation of the advertising and marketing mix twoards promotions and advertsing, the merchandizing as well as procedures departments do not agree over the advertising mix allowance among one another either.

Fragmentation in Advertising Division: Fragmentation between the marketing and advertising departments can be recognized as another OB issue which could require further attention. The truth that the advertising and marketing sections in the advertising and marketing department are detached is protecting against both departments from obtaining from each various other's experience as well as expertise. Assimilation of marketing with retailing and also operations would certainly come to be more difficult if the advertising division itself is disintegrated which can be another prospective OB worry.

Dura Pharmaceuticals Analysis

Numerous theories have been used to clarify the situations to obtain more clearness about the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many supervisors think that staffs are passive and lazy, have little aspiration as well as withstand adjustment. The scenario at Dura Pharmaceuticals is not totally following Theory X, it can be seen that brand-new hires are discovering this environment instead demanding which might ultimately lead to a higher disposition of the monitoring towards Concept X. Also while examining Lewis's management design, concept X may have been ideal in the operations division to some extent but the Advertising and marketing division would need reliance on Concept Y in order to get the creative thinking and also creativity from the groups.

Tuckman's Teamwork Concept: Regarding Lewis's worry regarding bringing consistency in between the advertising and marketing division is concerned, this would at first cause conflict as talked about by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). As per Tuckman's concept shown in appendix 3, during the preliminary stage of group development, individuals may not bond, as they are hectic locating their area in the team. By incorporating the marketing and advertising division's job, there may be the same preliminary detach which might cause the 2nd stage of 'storming' where the groups challenge each other. It is just during the 3rd phase or 'norming' when they would certainly come with each other to share ideas prior to the group can bring around synergy in the fourth phase 'performing'.

Bridges' Shift Design: As per William Bridge's theory (appendix 4), people are rather unpleasant with modification, which is evident by the scenario at Dura Pharmaceuticals The circumstance can be seen as a normal course of life if is examined according to Bridge's theory where he discusses that people undergo three phases of change when they experience change. 'Closing, shedding as well as Letting go', The Neutral Area and 'The New Starting' (Bridges, 2004). When individuals are presented with adjustment, they get in phase one therefore there may be emotions like sadness, unpredictability, disappointment, temper, anxiety, rejection and also disorientation.The situation at the marketing division of Dura Pharmaceuticals is comparable so Lewis can obtain comfy with the suggestion that it is not remarkable behavior. In the 2nd phase, there might be a need to link the gap between the new and also old society so Lewis may need to face this experience once Krasnow leaves. There may be low spirits as well as low efficiency at this stage which need to not be taken as an obstacle. It is during this phase that Lewis will need to give advice to the department to ensure that they can discover a sense of direction. It can be seen how Krasnow has currently made this shift easier by making Lewis obtain associated with the division a year before his actual separation. According to Bridges' Version, phase three will certainly produce openness to learning, High energy as well as commitment as people will certainly embrace the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Need hierarchy: The OB issue pertaining to insecurity at the workplace has actually been caused firstly by the modification in monitoring and also secondly by the reality that the merging will certainly no longer be started. Abraham Maslow in his Theory of 'Needs Pecking order' (appendix 5) has goes over the importance of 'safety needs as being a reduced degree demand of a human for activating inspiration. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the requirement to feel secure and untouched' is at the second level of demands. Prior to a worker can be made to establish mentally, he needs to have his 'Physiological 'and 'Safety and security' needs met. This shows that unless the employees are made to really feel protected about their existing employment condition in Dura Pharmaceuticals they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Dura Pharmaceuticals Case Study

Implication of Analysis.

The OB analysis has considered various concepts to recognize exactly how to handle the current situation available. The following three alternatives have actually been proposed to assist Lewis deal with the business challenges in the advertising department. Each of these options has actually been recommended for reducing the transition required to bring the advertising department according to the needs of the marketplace and for making the social adjustment that would follow as soon as the current leader leaves.

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

Assessment of Alternatives.

Integration of Advertising & Advertising Functions: The internal marketing company of Dura Pharmaceuticals is currently toughness for the company in terms of conserving up on overheads associated with advertising and marketing and promotion. Given that no new employment has actually been done after Bridget Cole's separation with the reporting line being directly assigned to Krasnow for the advertising function, this is a beneficial chance for incorporating the advertising and marketing features. Judith Shapiro who has earlier been talked to by Lewis throughout the earlier merger days has knowledge in business-to-business marketing in addition to agency as well as retail advertising and marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to manage both marketing and advertising features.

The benefit of this method is that it will incorporate both features while decreasing the need for hiring an added source for advertising and marketing. Along with this, Lewis would certainly be heading the advertising and marketing division as well as in any case her replacement would be needed for the current role that she is performing. The drawback of this option is that external hiring may produce resentment from inner workers that may be looking at the setting of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting and also Production: Given the affordable pressures and high quality job required from the marketing firm, it is suggested that Lewis must enable the manufacturing device to be a separate feature from the advertising and marketing unit. Given that many advertising firms had these 2 features as different systems, it makes more sense to adhere to the norm.

Assimilation of Marketing with Procedures: Because Lewis is currently taking care of the advertising and marketing and operations departments simultaneously; it makes sense to incorporate the two features since she has been successfully taking care of both ends. The truth that Lewis has to adapt her management style for the advertising and marketing division recommends that these two departments would be culturally varied.


An evaluation of the 3 options suggests that integration of advertising and marketing and procedures would certainly not be a viable relocation as a result of the large distinctions in between both departments although that currently Lewis is handling both. While splitting up of the manufacturing feature may have been a desirable step for the advertising department, the reality that it would certainly imply placing a third feature under Lewis's wing means this need to be avoided. The integration of the advertising department is the most effective alternative in regards to obtaining the ideal arise from the division. An action plan for this alternative is gone over listed below.

Action Plan.
Lewis will take control of the duty of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would be merged.

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

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

Lewis will certainly separate herself from procedures.

An autonomous leadership style with employee empowerment will certainly be made use of in marketing department.

Open up door plan and focus on cross department communication will certainly be aimed at getting rid of disharmony.

Contingency strategy.

If the integration does not exercise as intended, a contingency strategy would certainly follow which would certainly separate the production feature from the advertising and marketing function to decrease the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will be heading the marketing division without an SVP. Because case the production function will absolutely be separated by placing it under an SVP manufacturing.