Forner Carpet Company Case Study Solution


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Forner Carpet Company Case Study Solution

Background and Facts

Forner Carpet Company an office products store for little and also moderate sized businesses has actually lately been associated with preparing for a merging with its rival House Deport, which has impacted efficiency levels in departmentswith the senior manager involved in legal difficulties put forth by the federal Trade Compensation. With the Advertising Head advancing the news of his separation from the business in one year, Jeannie Lewis, the present head of operations has been asked to take the duty in the future. With challenges in the type of a possible cultural modification as well as low worker spirits, the organization is in need of a total reengineering effort at the marketing division.

Trouble Declaration
Porter's 5 Forces Analysis
The prospective social adjustment at the advertising and marketing division of Forner Carpet Company is enhancing unpredictability in the working environment bring about different challenges for the Jeannie Lewis who would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in affecting critical choices given that Stapes Inc. had to desert its strategies of combining with Office Deport after the Federal Trade Compensation's intervention at the same time. Provided the truth that the store has a global visibility with branches in UK, UNITED STATES, Canada and Germany, political factors in each of these countries might have the ability to affect efficiency or tactical goals. Federal Profession Commission's antitrust fit versus the merger used up useful time of the company's elderly administration recommending that 'political' factors can have major ramifications for an international organisation.

Economic Factors: Financial factors such as the appearance of small businesses in the global situation recommend that Forner Carpet Company is thriving in a setting where there is possible development of services. Along with this, truth that store consumers are mainly seeking office supplies for home offices recommends that the marketplace has a climbing pattern of business owners and online businesses.

Social factors: Social fads in the economy reveal that customers are searching for ease in addition to attractive costs. Market research shows how the client for Forner Carpet Company lacks recognition concerning locating solutions which can use a combination of benefit as well as affordable.

Technological factors: Modern technology plays a vital function in Forner Carpet Company's company method especially as the organization is piloting Modern technology centers which would use modern technology sales as well as assistance in the type of memory upgrades, outer installments. (Summary of BUG in appendix 2).

OB Issues and Symptoms.

Several underlying Organizational Behavior problems can be seen in Forner Carpet Company's case as highlighted in this section.

Concerns regarding cultural change: There is uneasiness about a social adjustment that would happen once Todd Krasnow leaves from his setting as the Executive Vice President of Advertising And Marketing with a lot of the employee currently showing discontent over this possible relocation. This anticipated modification has created stress in the workplace which has been combined with the past stress of preparing the company for a potential merging with Home Deport.
Pest Analysis
Difficult Work Environment for Newcomers: There is lack of employees that can match the difficult setting of a busy company. Not just does this cause trouble in locating the right people, it places stress on brand-new hires as can not endure the rate as well as stress that the organization expects them to bear.

Twin Reporting Lines: Novices discover this organizational society difficult as well as difficult to cope with particularly as dotted line partnerships are indicated to be weak in general and objective setup and also performance evaluation is still done by the strong line manager. This implies that newcomers might lose quality regarding their particular functions and objectives especially as populated line reporting does not maintain them in direct communication with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor as opposed to Bridget Coles although it had been speculated that the latter would take Krasnow's setting came as a strike to her spirits. Lewis may have been capable as well as appropriate for the job however the fact that Kransnow's departure would make Coles a straight record to Lewis may have been the factor for Coles' resignation from solutions.

Fear & Job Insecurity: Worry and insecurity can be determined as two major issues that Lewis would certainly be dealing with specifically as the merging has actually now be terminated and also 2 senior execs of the advertising and marketing department would certainly be leaving. The entire obligation of the department would certainly be falling on Lewis's shoulders that would not just be in charge of brining about a cultural change but would certainly also need to prove herself in her new function.

Inappropriate Administration Style of Leader: Lewis's management design and its conflict with the advertising and marketing department's duty can additionally be seen as an OB difficulty specifically as she has been utilized to handling concerns in the procedures division where employees are shown to focus on procedures and also get them. The advertising division on the other hand can be seen as a team of people that are used to being nurtured by Krasnow who concentrated more on result than procedures.

Interdepartmental Disagreements: Interdepartmental disputes between 3 departments, advertising, merchandizing and also procedures specifically over the appropriation of the advertising and marketing mix can be recognized as one more OB worry. Although the marketing division does not share the same vision as the various other 2 divisions relating to the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and also procedures divisions do not concur over the advertising mix allowance among one another either.

Fragmentation in Marketing Department: Fragmentation between the advertising and marketing departments can be determined as an additional OB issue which might need additional focus. The fact that the advertising and marketing areas in the advertising and marketing division are disconnected is protecting against both departments from obtaining from each various other's experience and also knowledge. Integration of advertising with retailing and also procedures would certainly become more difficult if the marketing department itself is broken down which can be an additional possible OB problem.

Forner Carpet Company Analysis

Numerous concepts have actually been utilized to discuss the scenarios to get additional quality about the scenario handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that staffs are passive as well as careless, have little aspiration and also withstand change. The situation at Forner Carpet Company is not entirely following Theory X, it can be seen that brand-new hires are locating this setting instead difficult which may ultimately lead to a better disposition of the management towards Concept X. Also while analyzing Lewis's administration style, concept X might have been ideal in the procedures department to some extent but the Advertising division would call for dependence on Theory Y in order to obtain the creative thinking and also originality from the groups.

Tuckman's Synergy Theory: As much as Lewis's issue regarding bringing harmony between the marketing and also advertising and marketing division is concerned, this would at first lead to conflict as talked about by Bruce Tuckman in his 'Team effort Concept'. By combining the advertising as well as advertising division's work, there might be the same first separate which might lead to the second phase of 'storming' where the teams challenge one another.

Bridges' Change Version: Based On William Bridge's theory (appendix 4), people are quite uncomfortable with adjustment, which is obvious by the circumstance at Forner Carpet Company The situation can be seen as a regular course of life if is researched based on Bridge's theory where he clarifies that people experience 3 phases of shift when they experience adjustment. 'Ending, shedding and also Releasing', The Neutral Area and also 'The New Starting' (Bridges, 2004). When individuals are presented with adjustment, they go into phase one and so there might be emotions like despair, unpredictability, frustration, anger, worry, rejection and disorientation.The circumstance at the advertising and marketing division of Forner Carpet Company is similar so Lewis can obtain comfortable with the suggestion that it is not extraordinary actions. In the second stage, there might be a need to bridge the space between the new as well as old society so Lewis might have to encounter this ordeal once Krasnow leaves. There may be low spirits as well as low performance at this phase which need to not be taken as a setback. It is during this stage that Lewis will have to offer support to the division to ensure that they can discover an orientation. It can be seen exactly how Krasnow has actually already made this transition much easier by making Lewis get associated with the division a year prior to his real separation. Based on Bridges' Version, phase 3 will certainly bring about openness to understanding, High power and also commitment as people will embrace the modification (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Requirements Pecking order' (appendix 5) has reviews the significance of 'safety and security requires as being a lower degree need of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the need to really feel safe and secure and also out of danger' is at the second level of demands. Prior to a worker can be made to establish mentally, he needs to have his 'Physical 'and 'Safety' needs met.

SWOT Analysis for Forner Carpet Company Case Study

Effects of Analysis.

The OB analysis has taken a look at different theories to recognize how to manage the existing scenario handy. The complying with 3 options have been suggested to aid Lewis deal with the organizational obstacles in the marketing department. Each of these alternatives has been proposed for relieving the change needed to bring the advertising and marketing division according to the requirements of the marketplace and also for making the social change that would certainly comply with when the present leader leaves.

Integration of advertising and marketing features. Separating Adverting and Manufacturing features. Assimilation of Marketing with Operations.

Assessment of Alternatives.

Integration of Advertising And Marketing & Advertising And Marketing Functions: The in-house advertising firm of Forner Carpet Company is already toughness for the company in terms of conserving up on overheads related to marketing as well as promo. Because no new recruitment has actually been done after Bridget Cole's separation with the reporting line being directly designated to Krasnow for the marketing feature, this is a desirable possibility for integrating the advertising and marketing features. Judith Shapiro that has actually earlier been talked to by Lewis during the earlier merging days has knowledge in business-to-business marketing in addition to agency as well as retail marketing experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to take care of both advertising and marketing features.

The advantage of this method is that it will certainly integrate the two functions while minimizing the requirement for working with an additional source for advertising and marketing. Lewis would certainly be heading the advertising department and also in any kind of case her replacement would certainly be required for the existing duty that she is carrying out. The negative aspect of this choice is that outside hiring may bring about animosity from internal personnel who may be looking at the placement of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and Production: Provided the affordable stress and also high top quality work called for from the advertising and marketing agency, it is advised that Lewis ought to permit the production system to be a separate function from the marketing device. Because a lot of marketing companies had these 2 functions as different systems, it makes more sense to adhere to the norm.

Combination of Advertising with Workflows: Since Lewis is currently taking care of the advertising and marketing and procedures divisions at the same time; it makes feeling to incorporate the 2 features given that she has been successfully taking treatment of both ends. The fact that Lewis has to adjust her management design for the advertising and marketing department recommends that these two divisions would be culturally varied.


An evaluation of the 3 options shows that integration of marketing and operations would not be a possible move due to the huge distinctions between the 2 departments in spite of the reality that currently Lewis is managing both. While splitting up of the manufacturing function might have been a positive step for the advertising and marketing division, the reality that it would suggest placing a third function under Lewis's wing indicates this ought to be stayed clear of.

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

Advertising and Marketing features would be combined.

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

Production feature will remain part of marketing under marketing feature.

Lewis will certainly separate herself from procedures.

An autonomous leadership style with worker empowerment will be used in advertising and marketing division.

Open door plan and focus on cross departmental communication will certainly be targeted at removing discord.

Contingency strategy.

If the integration does not work out as intended, a backup strategy would adhere to which would certainly divide the manufacturing function from the advertising and marketing function to lower the tons on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will certainly be heading the marketing department without an SVP. Because case the production function will most definitely be separated by putting it under an SVP manufacturing.