Emirates Airline A Billion Dollar Sukuk Bond Issue Case Study Help


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Emirates Airline A Billion Dollar Sukuk Bond Issue Case Study Solution

Background and Facts

Emirates Airline A Billion Dollar Sukuk Bond Issue an office products retailer for tiny and also average sized organisations has actually lately been involved in planning for a merger with its competitor Residence Deport, which has actually affected performance degrees in departmentswith the elderly manager involved in legal problems 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 present head of procedures has actually been asked to take the duty in the near future. With obstacles in the kind of a potential cultural modification and also reduced staff member spirits, the company requires a full reengineering effort at the advertising division.

Trouble Statement
Porter's 5 Forces Analysis
The prospective social modification at the advertising department of Emirates Airline A Billion Dollar Sukuk Bond Issue is increasing unpredictability in the workplace bring about numerous obstacles for the Jeannie Lewis who would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in influencing tactical choices because Stapes Inc. needed to abandon its strategies of combining with Workplace Deport after the Federal Trade Payment's intervention in the process. Provided the fact that the store has a worldwide presence with branches in UK, USA, Canada as well as Germany, political factors in each of these nations might have the ability to influence performance or tactical goals. Federal Trade Commission's antitrust fit against the merging took up valuable time of the organization's elderly monitoring recommending that 'political' factors can have major ramifications for a worldwide business.

Economic Factors: Financial factors such as the emergence of local business in the worldwide situation suggest that Emirates Airline A Billion Dollar Sukuk Bond Issue is growing in an atmosphere where there is potential growth of services. Reality that shop consumers are mainly looking for workplace products for residence workplaces recommends that the market has a rising pattern of business owners and home based businesses.

Social factors: Social fads in the economy show that customers are trying to find comfort along with attractive rates. Marketing research shows how the consumer for Emirates Airline A Billion Dollar Sukuk Bond Issue does not have awareness concerning locating solutions which can supply a combination of convenience and affordable.

Technological factors: Technology plays a crucial duty in Emirates Airline A Billion Dollar Sukuk Bond Issue's service strategy especially as the company is piloting Modern technology centers which would certainly offer innovation sales and also support in the kind of memory upgrades, outer installations. (Summary of PARASITE in appendix 2).

OB Issues and also Symptoms.

A number of underlying Business Actions problems can be seen in Emirates Airline A Billion Dollar Sukuk Bond Issue's case as highlighted in this area.

Uneasiness about cultural change: There is apprehension regarding a social adjustment that would certainly happen as soon as Todd Krasnow leaves from his placement as the Executive Vice President of Marketing with most of the staff members already showing unhappiness over this prospective relocation. This predicted change has produced tension in the work environment which has been coupled with the previous anxiety of preparing the firm for a possible merging with Residence Deport.
Pest Analysis
Stressful Job Setting for Newcomers: There is shortage of personnel that can match the stressful atmosphere of a fast-paced organization. Not just does this bring about problem in finding the ideal individuals, it places anxiety on brand-new hires as can not withstand the speed and also pressure that the organization anticipates them to bear.

Twin Coverage Lines: Novices find this organizational society cumbersome and hard to manage particularly as dotted line partnerships are suggested to be weak as a whole as well as objective setup and efficiency evaluation is still done by the solid line manager. This indicates that newbies could lose clearness concerning their particular roles as well as goals particularly as populated line coverage does not maintain them in straight communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles despite the fact that it had been hypothesized that the last would certainly take Krasnow's position came as a strike to her morale. Lewis might have been qualified as well as ideal for the job however the truth that Kransnow's departure would certainly make Coles a direct record to Lewis might have been the reason for Coles' resignation from solutions.

Fear & Task Insecurity: Concern as well as insecurity can be recognized as two major concerns that Lewis would be dealing with specifically as the merging has actually currently be cancelled as well as two senior execs of the advertising and marketing division would certainly be leaving. The whole duty of the department would be falling on Lewis's shoulders that would not just be in charge of brining regarding a social change yet would also have to show herself in her new role.

Inappropriate Management Style of Leader: Lewis's management design as well as its conflict with the marketing department's function can likewise be seen as an OB difficulty specifically as she has been used to dealing with issues in the operations department where employees are instructed to focus on procedures and also get them. The marketing department on the various other hand can be viewed as a group of people that are used to being nurtured by Krasnow who concentrated much more on output than procedures.

Interdepartmental Disagreements: Interdepartmental disagreements between three divisions, advertising, merchandizing and procedures respectively over the appropriation of the marketing mix can be identified as one more OB concern. The advertising and marketing department does not share the exact same vision as the various other two divisions pertaining to the aloocation of the advertising and marketing mix twoards promotions as well as advertsing, the merchandizing and procedures divisions do not agree over the advertising mix appropriation among one another either.

Fragmentation in Advertising Department: Fragmentation in between the marketing and advertising divisions can be identified as one more OB issue which can require more attention. The fact that the marketing and advertising areas in the marketing department are disconnected is stopping both departments from acquiring from each other's experience as well as expertise. Integration of advertising and marketing with merchandising and also operations would become harder if the advertising department itself is disintegrated which can be one more potential OB issue.

Emirates Airline A Billion Dollar Sukuk Bond Issue Analysis

Different theories have been used to discuss the scenarios to obtain further clarity concerning the situation handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, a lot of managers think that staffs are easy as well as lazy, have little ambition as well as stand up to change. The scenario at Emirates Airline A Billion Dollar Sukuk Bond Issue is not completely following Theory X, it can be seen that brand-new hires are finding this atmosphere instead difficult which might eventually lead to a better inclination of the management in the direction of Concept X. Even while examining Lewis's administration design, theory X might have been suitable in the operations department to some level however the Advertising department would certainly call for dependence on Theory Y in order to obtain the creativity and also creativity from the groups.

Tuckman's Team effort Theory: Regarding Lewis's concern regarding bringing harmony in between the marketing and advertising department is concerned, this would initially cause contrast as talked about by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). As per Tuckman's concept received appendix 3, during the initial phase of group growth, individuals might not bond, as they are busy discovering their location in the group. By incorporating the marketing and advertising division's job, there might be the same first separate which could result in the second phase of 'storming' where the teams test one another. Nonetheless, it is just during the 3rd phase or 'norming' when they would collaborate to share ideas prior to the group can cause harmony in the fourth stage 'executing'.

Bridges' Shift Model: Based On William Bridge's concept (appendix 4), people are rather uneasy with modification, which is obvious by the situation at Emirates Airline A Billion Dollar Sukuk Bond Issue The situation can be viewed as a typical course of life if is examined based on Bridge's theory where he discusses that individuals undergo 3 stages of change when they experience change. 'Ending, losing as well as Letting go', The Neutral Zone as well as 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they go into stage one and so there may be feelings like sadness, unpredictability, frustration, anger, worry, rejection and also disorientation.The circumstance at the marketing department of Emirates Airline A Billion Dollar Sukuk Bond Issue is comparable so Lewis can get comfy with the concept that it is not amazing actions. In the 2nd phase, there might be a demand to connect the space in between the brand-new as well as old culture so Lewis may have to face this experience as soon as Krasnow leaves. There might be low morale and low efficiency at this phase which must not be taken as a setback. It is throughout this phase that Lewis will need to provide advice to the department so that they can find a sense of direction. It can be seen exactly how Krasnow has actually already made this change easier by making Lewis get involved in the department a year prior to his actual separation. According to Bridges' Version, phase 3 will certainly bring about openness to understanding, High power as well as dedication as individuals will certainly embrace the change (Bridges, 2004).
Vrio Analysis
Maslow's Need power structure: The OB concern related to instability at the workplace has actually been activated firstly by the adjustment in monitoring and second of all by the truth that the merging will no longer be started. Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has goes over the significance of 'safety requires as being a reduced degree need of a human for causing inspiration. As seen in the pyramid cooperated appendix 3, we can see how 'the requirement to feel secure and untouched' goes to the second level of demands. Before an employee can be made to develop emotionally, he needs to have his 'Physiological 'as well as 'Safety and security' needs fulfilled. This suggests that unless the workers are made to feel safe concerning their current employment condition in Emirates Airline A Billion Dollar Sukuk Bond Issue they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Emirates Airline A Billion Dollar Sukuk Bond Issue Case Study

Implication of Analysis.

The OB analysis has taken a look at various theories to comprehend how to cope with the current situation available. The adhering to three choices have been recommended to help Lewis handle the business difficulties in the marketing division. Each of these choices has actually been proposed for easing the transition required to bring the advertising and marketing department according to the demands of the market and for making the social adjustment that would comply with as soon as the present leader leaves.

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

Evaluation of Alternatives.

Judith Shapiro who has earlier been spoken with by Lewis during the earlier merger days has expertise in business-to-business marketing along with company and retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to handle both advertising and marketing as well as advertising and marketing functions.

The benefit of this method is that it will certainly integrate the two features while reducing the demand for hiring an additional resource for advertising and marketing. In addition to this, Lewis would certainly be heading the marketing division as well as in any case her substitute would certainly be needed for the current duty that she is doing. The negative aspect of this option is that outside hiring might produce bitterness from internal personnel that might be considering the setting of EVP after Lewis takes over Krasnow's placement.

Separating Adverting and also Manufacturing: Given the affordable pressures and excellent quality work required from the advertising agency, it is suggested that Lewis should enable the manufacturing system to be a separate feature from the advertising device. Since most advertising agencies had these 2 features as different devices, it makes even more feeling to follow the norm. In addition to this, both functions might be able to focus on their core activates extra efficiently. Nevertheless, the negative aspect of this method would certainly be that additional prices would need to be birthed for establishing separate manufacturing features. A production head might have to be hired which might boost overheads for the organization.

Integration of Advertising And Marketing with Procedures: Since Lewis is already looking after the marketing and operations divisions at the same time; it makes good sense to incorporate the two functions because she has been successfully looking after both ends. The reality that the two divisions currently have significant differences over appropriation of sources recommends that this combination might have the ability to bring about harmony particularly as Lewis would be heading both ends.However there are numerous negative aspects of this move specifically as it would put excessive problem over Lewis's shoulders. The reality that Lewis has to adapt her administration design for the advertising and marketing department recommends that these two divisions would be culturally varied. In addition to this, Lewis may not be able to apply one type of leadership design to both departments which could cause inadequacy in either one of the two functions.


An evaluation of the three choices suggests that assimilation of advertising and procedures would certainly not be a possible step due to the vast differences between the 2 departments regardless of the fact that presently Lewis is dealing with both. While separation of the production feature might have been a positive action for the advertising and marketing division, the reality that it would mean placing a 3rd function under Lewis's wing indicates this must be avoided.

Activity Plan.
Lewis will certainly take control of the function of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

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

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

Lewis will separate herself from procedures.

An autonomous leadership design with worker empowerment will be used in marketing department.

Open door plan and focus on cross department communication will be aimed at eliminating dissonance.

Contingency strategy.

If the assimilation does not exercise as intended, a contingency strategy would certainly comply with which would divide the manufacturing feature from the marketing function to decrease the tons on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing function will certainly be divided by placing it under an SVP production.