Groupe Eurotunnel Sa A Case Study Analysis


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Background and Facts

Groupe Eurotunnel Sa A a workplace products merchant for small as well as moderate sized companies has lately been involved in preparing for a merging with its competitor Residence Deport, which has impacted performance levels in departmentswith the senior supervisor associated with lawful complications put forth by the government Trade Compensation. With the Advertising and marketing Head putting forward the information of his separation from the firm in one year, Jeannie Lewis, the present head of procedures has been asked to take the duty in the near future. With obstacles in the type of a prospective cultural modification and also low employee spirits, the organization requires a full reengineering initiative at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The prospective social adjustment at the marketing department of Groupe Eurotunnel Sa A is increasing uncertainty in the workplace bring about different difficulties for the Jeannie Lewis that would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in impacting tactical decisions because Stapes Inc. had to abandon its strategies of combining with Workplace Deport after the Federal Trade Compensation's intervention while doing so. Provided the reality that the shop has an international presence with branches in UK, USA, Canada as well as Germany, political consider each of these countries may be able to influence performance or critical objectives. Federal Trade Payment's antitrust fit against the merging occupied beneficial time of the organization's senior management suggesting that 'political' factors can have serious effects for a global service.

Economic Factors: Financial factors such as the introduction of small companies in the worldwide circumstance recommend that Groupe Eurotunnel Sa A is flourishing in a setting where there is potential growth of organisations. Truth that shop customers are mainly looking for workplace products for home workplaces recommends that the market has a rising fad of entrepreneurs and home based companies.

Social factors: Social trends in the economic situation show that clients are trying to find comfort as well as eye-catching prices. Marketing research demonstrates how the consumer for Groupe Eurotunnel Sa A lacks understanding about locating solutions which can supply a combination of benefit and also inexpensive.

Technical factors: Modern technology plays an important duty in Groupe Eurotunnel Sa A's organisation approach particularly as the company is piloting Innovation facilities which would certainly offer technology sales and also support in the type of memory upgrades, outer installments. (Summary of PEST in appendix 2).

OB Issues and also Symptoms.

Several underlying Organizational Behavior problems can be seen in Groupe Eurotunnel Sa A's case as highlighted in this area.

Worries about cultural change: There is apprehension concerning a cultural change that would certainly occur when Todd Krasnow leaves from his setting as the Executive Vice President of Marketing with the majority of the personnel currently showing unhappiness over this possible action. This anticipated change has actually developed tension in the office which has been paired with the past tension of preparing the firm for a potential merging with Residence Deport.
Pest Analysis
Stressful Work Environment for Newcomers: There is lack of employees that can match the stressful setting of a fast-paced company. Not only does this bring about trouble in locating the appropriate individuals, it puts stress on new hires as can not stand up to the rate as well as pressure that the company expects them to bear.

Dual Coverage Lines: Beginners discover this business culture difficult and also hard to deal with particularly as populated line relationships are meant to be weaker as a whole as well as objective setting as well as performance analysis is still done by the solid line manager. This implies that beginners could shed clarity concerning their corresponding roles and also goals especially as dotted line coverage does not keep them in direct communication with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower as opposed to Bridget Coles even though it had been hypothesized that the latter would certainly take Krasnow's placement came as a strike to her morale. Lewis might have been qualified as well as appropriate for the job however the truth that Kransnow's departure would certainly make Coles a direct record to Lewis may have been the factor for Coles' resignation from services.

Fear & Job Insecurity: Worry as well as instability can be recognized as 2 major problems that Lewis would be managing especially as the merging has actually now be cancelled and 2 senior execs of the advertising division would be leaving. The entire obligation of the division would certainly be falling on Lewis's shoulders that would certainly not simply be in charge of brining regarding a social modification however would likewise need to verify herself in her brand-new function.

Inappropriate Administration Design of Leader: Lewis's monitoring design and also its incompatibility with the marketing department's role can likewise be seen as an OB difficulty especially as she has actually been utilized to managing concerns in the operations division where employees are shown to concentrate on procedures and get them right. The advertising and marketing division on the other hand can be seen as a team of people who are made use of to being nurtured by Krasnow who focused extra on result than processes.

Interdepartmental Arguments: Interdepartmental disagreements in between 3 divisions, advertising and marketing, merchandizing as well as operations specifically over the allotment of the advertising mix can be recognized as one more OB worry. The advertising and marketing department does not share the same vision as the various other 2 departments relating to the aloocation of the advertising and marketing mix twoards promos and also advertsing, the merchandizing as well as operations divisions do not agree over the marketing mix allocation among one another either.

Fragmentation in Advertising And Marketing Department: Disintegration between the advertising and marketing divisions can be identified as an additional OB problem which might need further focus. The truth that the advertising and marketing areas in the marketing department are detached is preventing both divisions from acquiring from each other's experience as well as knowledge. Assimilation of marketing with merchandising and also operations would come to be harder if the advertising division itself is disintegrated which can be one more potential OB worry.

Groupe Eurotunnel Sa A Analysis

Numerous theories have actually been made use of to discuss the conditions to obtain further clearness about the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, most managers think that subordinates are passive as well as careless, have little passion as well as stand up to change. The hard version of this theory stressed browbeating, tight controls, risks and also penalties. Over time it generates low efficiency, refined sabotage as well as rivalry (Offer, 2003). The situation at Groupe Eurotunnel Sa A is not totally following Concept X, it can be seen that new hires are locating this setting instead stressful which may at some point lead to a better disposition of the management towards Concept X. As per McGregor's promoted view, which he called Theory Y, the important task of the management is to set up business conditions so that individuals can attain their very own objectives best by routing their efforts in the direction of business incentives. If people find no fulfillment in their job, the administration would certainly have little option but to rely on concept X and also exterior control (Offer, 2003). Also while examining Lewis's monitoring design, theory X may have appropriated in the procedures division somewhat but the Marketing department would certainly need reliance on Concept Y in order to get the creativity and also originality from the groups.

Tuckman's Synergy Concept: As for Lewis's issue concerning bringing harmony between the marketing and advertising division is worried, this would at first bring about clash as discussed by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, throughout the preliminary stage of group development, people may not bond, as they are busy finding their place in the team. By integrating the marketing and advertising division's work, there may coincide first detach which might cause the 2nd phase of 'storming' where the groups challenge one another. Nevertheless, it is only during the 3rd phase or 'norming' when they would certainly come together to share suggestions before the team can cause synergy in the 4th stage 'executing'.

Bridges' Shift Version: Based On William Bridge's concept (appendix 4), people are rather awkward with modification, which is apparent by the circumstance at Groupe Eurotunnel Sa A The situation can be viewed as a regular course of life if is researched as per Bridge's concept where he describes that people go through three phases of shift when they experience adjustment. 'Closing, shedding as well as Letting go', The Neutral Zone and also 'The New Beginning' (Bridges, 2004). When people exist with change, they go into stage one therefore there might be feelings like unhappiness, unpredictability, stress, anger, fear, denial as well as disorientation.The situation at the advertising and marketing division of Groupe Eurotunnel Sa A is similar so Lewis can get comfortable with the suggestion that it is not phenomenal behavior. In the 2nd phase, there may be a requirement to connect the space in between the brand-new and old culture so Lewis might have to face this ordeal when Krasnow leaves. There might be low spirits as well as low productivity at this stage which should not be taken as a trouble. It is during this stage that Lewis will have to provide assistance to the department so that they can find an orientation. It can be seen how Krasnow has currently made this change much easier by making Lewis obtain associated with the department a year prior to his real separation. Based on Bridges' Version, stage 3 will certainly bring about visibility to understanding, High power as well as dedication as people will embrace the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Requirement power structure: The OB concern related to instability at the work environment has actually been activated to start with by the modification in administration and secondly by the fact that the merger will no longer be initiated. Abraham Maslow in his Theory of 'Requirements Pecking order' (appendix 5) has talks about the value of 'safety and security needs as being a lower degree demand of a human for activating inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the need to feel safe as well as out of danger' is at the 2nd degree of demands. Before an employee can be made to develop psychologically, he needs to have his 'Physiological 'as well as 'Safety' needs met. This shows that unless the workers are made to feel safe about their present employment condition in Groupe Eurotunnel Sa A they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Groupe Eurotunnel Sa A Case Study

Implication of Analysis.

The OB analysis has checked out various theories to comprehend just how to handle the existing scenario handy. The following three alternatives have actually been suggested to aid Lewis handle the organizational challenges in the advertising department. Each of these choices has been recommended for alleviating the shift needed to bring the advertising and marketing department according to the needs of the marketplace and for making the social change that would certainly comply with as soon as the existing leader leaves.

Integration of marketing and advertising functions. Separating Adverting as well as Production functions. Assimilation of Advertising And Marketing with Workflow.

Evaluation of Alternatives.

Judith Shapiro that has actually earlier been spoken with by Lewis throughout the earlier merger days has competence in business-to-business marketing along with company 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 and marketing features.

The benefit of this strategy is that it will certainly incorporate the two functions while reducing the need for working with an extra source for advertising and marketing. In addition to this, Lewis would certainly be heading the advertising and marketing division as well as regardless her substitute would be needed for the existing role that she is carrying out. The negative aspect of this option is that external hiring may cause animosity from internal workers that may be eying the setting of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and Production: Given the competitive pressures as well as high quality job needed from the ad agency, it is recommended that Lewis needs to enable the manufacturing device to be a different feature from the marketing system. Because many advertising agencies had these 2 functions as different systems, it makes more feeling to comply with the norm. In addition to this, both features might have the ability to concentrate on their core triggers much more successfully. The drawback of this method would be that added costs would certainly have to be borne for setting up different production functions. Along with this, a production head might have to be employed which might raise expenses for the company.

Assimilation of Advertising with Operations: Given that Lewis is currently taking care of the advertising as well as procedures departments simultaneously; it makes feeling to incorporate the two functions given that she has actually been effectively taking treatment of both ends. The reality that Lewis has to adapt her management style for the advertising department recommends that these 2 divisions would certainly be culturally varied.


An assessment of the three choices indicates that assimilation of advertising and also procedures would not be a viable relocation because of the huge differences between the two divisions although that currently Lewis is dealing with both. While separation of the manufacturing feature may have been a desirable action for the advertising and marketing department, the fact that it would suggest placing a 3rd function under Lewis's wing implies this must be prevented. The assimilation of the advertising and marketing division is the most effective option in regards to getting the ideal arise from the department. An activity prepare for this alternative is discussed listed below.

Action Strategy.
Lewis will take over the duty of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing features would be combined.

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

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

Lewis will certainly separate herself from procedures.

An autonomous management style with staff member empowerment will be used in advertising and marketing division.

Open up door plan as well as focus on cross departmental interaction will be focused on getting rid of disharmony.

Backup plan.

If the assimilation does not work out as planned, a contingency plan would comply with which would divide the manufacturing feature from the marketing function to decrease the lots on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the advertising division without an SVP. In that case the manufacturing feature will definitely be separated by placing it under an SVP production.