Jet Airways India Limited Brand Building And Valuation Case Study Solution


Home >> Harvard >> Jet Airways India Limited Brand Building And Valuation >>

Jet Airways India Limited Brand Building And Valuation Case Study Solution

Background and Facts

Jet Airways India Limited Brand Building And Valuation an office supplies store for small as well as medium sized companies has just recently been involved in preparing for a merger with its rival Residence Deport, which has influenced performance degrees in departmentswith the senior supervisor associated with legal problems presented by the federal Profession Compensation. With the Marketing Head advancing the information of his separation from the company in one year, Jeannie Lewis, the present head of operations has been asked to take the role in the near future. With challenges in the kind of a possible cultural modification and reduced employee spirits, the company needs a complete reengineering initiative at the advertising and marketing division.

Trouble Statement
Porter's 5 Forces Analysis
The prospective social adjustment at the marketing department of Jet Airways India Limited Brand Building And Valuation is boosting unpredictability in the working environment leading to numerous obstacles for the Jeannie Lewis who would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in affecting tactical choices considering that Stapes Inc. had to desert its plans of merging with Office Deport after the Federal Profession Commission's treatment at the same time. Given the reality that the shop has a global presence with branches in UK, USA, Canada and Germany, political factors in each of these countries may be able to affect efficiency or calculated objectives. Federal Profession Payment's antitrust suit versus the merging occupied useful time of the company's senior monitoring recommending that 'political' factors can have serious effects for a worldwide company.

Economic Factors: Economic factors such as the appearance of local business in the international scenario suggest that Jet Airways India Limited Brand Building And Valuation is flourishing in a setting where there is possible development of businesses. Fact that shop customers are primarily looking for workplace supplies for home offices suggests that the market has a climbing pattern of entrepreneurs and also house based businesses.

Social factors: Social trends in the economy show that customers are searching for ease in addition to eye-catching rates. Market research shows how the consumer for Jet Airways India Limited Brand Building And Valuation lacks understanding concerning discovering solutions which can supply a mix of ease and low costs.

Technical factors: Modern technology plays an important role in Jet Airways India Limited Brand Building And Valuation's organisation strategy particularly as the organization is piloting Modern technology facilities which would certainly use modern technology sales and also support in the kind of memory upgrades, peripheral setups. (Summary of BUG in appendix 2).

OB Issues and also Manifestations.

Several underlying Business Actions issues can be seen in Jet Airways India Limited Brand Building And Valuation's case as highlighted in this section.

Concerns concerning cultural change: There is uneasiness regarding a social modification that would certainly occur as soon as Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising And Marketing with a lot of the personnel currently revealing discontent over this potential move. This expected change has developed tension in the office which has been coupled with the previous stress and anxiety of preparing the company for a potential merging with Home Deport.
Pest Analysis
Stressful Work Atmosphere for Newcomers: There is scarcity of workers that can match the demanding setting of a fast-paced company. Not only does this bring about difficulty in discovering the appropriate individuals, it puts anxiety on new hires as can not stand up to the speed and also stress that the organization expects them to birth.

Double Coverage Lines: Beginners locate this organizational society difficult and also tough to deal with especially as dotted line partnerships are indicated to be weaker as a whole as well as objective setup and also performance evaluation is still done by the strong line manager. This means that beginners could shed clearness concerning their respective duties and also purposes especially as dotted line reporting does not keep them in straight communication with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower instead of Bridget Coles even though it had been guessed that the latter would certainly take Krasnow's position came as an impact to her spirits. Lewis may have been capable and proper for the work but the truth that Kransnow's departure would make Coles a direct report to Lewis might have been the factor for Coles' resignation from solutions.

Concern & Work Insecurity: Anxiety and also instability can be recognized as 2 major worries that Lewis would certainly be handling specifically as the merging has now be cancelled as well as two elderly executives of the advertising division would be leaving. The whole responsibility of the department would certainly be dropping on Lewis's shoulders that would certainly not just be in charge of brining concerning a cultural modification but would likewise have to prove herself in her brand-new duty.

Incompatible Administration Design of Leader: Lewis's administration style as well as its conflict with the advertising department's duty can additionally be seen as an OB obstacle particularly as she has actually been used to managing concerns in the operations department where personnel are educated to concentrate on procedures as well as get them. The advertising department on the various other hand can be seen as a group of people that are utilized to being supported by Krasnow that concentrated a lot more on output than processes.

Interdepartmental Disputes: Interdepartmental arguments in between three divisions, marketing, merchandizing and also procedures respectively over the allowance of the advertising mix can be identified as an additional OB problem. The advertising department does not share the very same vision as the other two divisions concerning the aloocation of the advertising mix twoards promos and advertsing, the merchandizing and procedures departments do not concur over the marketing mix allowance amongst one an additional either.

Fragmentation in Marketing Department: Disintegration in between the advertising and marketing divisions can be identified as another OB concern which could need additional interest. The fact that the advertising and marketing sections in the advertising division are separated is preventing both divisions from gaining from each other's experience and competence. Integration of marketing with merchandising and operations would come to be more difficult if the advertising and marketing division itself is broken down which can be an additional possible OB problem.

Jet Airways India Limited Brand Building And Valuation Analysis

Different theories have been utilized to discuss the situations to get additional clarity regarding the scenario at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, most managers believe that staffs are easy as well as careless, have little aspiration and withstand change. The situation at Jet Airways India Limited Brand Building And Valuation is not totally following Theory X, it can be seen that new hires are discovering this setting instead demanding which may ultimately lead to a higher disposition of the administration in the direction of Concept X. Also while analyzing Lewis's monitoring design, theory X might have been suitable in the procedures division to some extent but the Advertising and marketing department would need reliance on Concept Y in order to get the imagination as well as creativity from the groups.

Tuckman's Teamwork Theory: As for Lewis's issue about bringing harmony in between the advertising and marketing department is concerned, this would originally bring about contrast as talked about by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). As per Tuckman's theory received appendix 3, throughout the first stage of team growth, people may not bond, as they are active locating their location in the team. By integrating the advertising and marketing department's work, there might coincide first separate which can bring about the 2nd phase of 'storming' where the groups challenge one another. It is just during the third stage or 'norming' when they would come with each other to share suggestions prior to the group can bring around synergy in the fourth phase 'doing'.

When people are offered with change, they get in phase one and so there may be feelings like despair, uncertainty, irritation, rage, anxiety, denial and disorientation.The scenario at the advertising division of Jet Airways India Limited Brand Building And Valuation is similar so Lewis can get comfy with the suggestion that it is not remarkable behavior. It is during this phase that Lewis will have to provide guidance to the division so that they can find a feeling of direction. It can be seen exactly how Krasnow has actually already made this transition much easier by making Lewis obtain involved in the department a year prior to his actual separation.
Vrio Analysis
Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has talks about the significance of 'safety needs as being a reduced level requirement of a human for activating inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel protected as well as out of risk' is at the 2nd level of demands. Before a worker can be made to develop psychologically, he requires to have his 'Physiological 'as well as 'Security' requires satisfied.

SWOT Analysis for Jet Airways India Limited Brand Building And Valuation Case Study

Implication of Analysis.

The OB analysis has considered different concepts to understand just how to handle the present situation available. The adhering to three alternatives have been recommended to assist Lewis take care of the business obstacles in the advertising department. Each of these alternatives has actually been proposed for alleviating the transition required to bring the advertising and marketing department in accordance with the needs of the market and for making the social change that would certainly comply with once the existing leader leaves.

Integration of marketing and advertising functions. Separating Adverting as well as Production features. Combination of Marketing with Procedures.

Assessment of Alternatives.

Judith Shapiro that has earlier been spoken with by Lewis throughout the earlier merging days has experience in business-to-business marketing along with agency as well as retail advertising and marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to take care of both advertising and marketing and also advertising and marketing features.

The advantage of this method is that it will certainly incorporate both features while reducing the demand for employing an added resource for advertising. Lewis would be heading the marketing department and also in any case her substitute would be required for the present duty that she is performing. The drawback of this option is that exterior hiring may produce resentment from inner workers that may be considering the position of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and Production: Given the affordable stress and high top quality work needed from the advertising agency, it is suggested that Lewis should permit the manufacturing unit to be a different feature from the advertising and marketing device. Considering that the majority of marketing companies had these two features as separate units, it makes even more feeling to follow the norm.

Assimilation of Advertising with Procedures: Because Lewis is already dealing with the advertising and marketing and also operations divisions at the same time; it makes good sense to integrate the two features considering that she has actually been effectively taking care of both ends. The fact that both divisions already have significant differences over allocation of sources recommends that this integration may have the ability to bring about harmony specifically as Lewis would be heading both ends.However there are different drawbacks of this move especially as it would certainly put too much burden over Lewis's shoulders. The reality that Lewis has to adjust her monitoring style for the advertising division recommends that these 2 departments would certainly be culturally varied. In addition to this, Lewis may not be able to apply one kind of leadership design to both departments which can result in ineffectiveness in either among both features.


An assessment of the 3 alternatives indicates that assimilation of advertising and also operations would certainly not be a feasible action due to the huge distinctions in between the two departments despite the fact that currently Lewis is handling both. While splitting up of the production feature might have been a desirable action for the advertising and marketing division, the reality that it would certainly mean putting a 3rd feature under Lewis's wing means this need to be stayed clear of also. The combination of the marketing division is the most effective option in terms of obtaining the ideal arise from the department. An activity prepare for this choice is talked about listed below.

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

Marketing and advertising functions would be merged.

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

Manufacturing feature will certainly stay part of advertising and marketing under advertising and marketing feature.

Lewis will certainly divide herself from operations.

An autonomous management design with employee empowerment will certainly be utilized in marketing division.

Open up door policy and focus on cross department interaction will be targeted at getting rid of discord.

Backup strategy.

If the assimilation does not work out as planned, a contingency plan would follow which would divide the production function from the marketing feature to decrease the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the advertising and marketing department without an SVP. Because case the production function will most definitely be divided by positioning it under an SVP manufacturing.