Kim Fuller Case Study Analysis


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Kim Fuller Case Study Analysis

Background and Facts

Kim Fuller a workplace supplies merchant for little as well as moderate sized services has actually lately been involved in preparing for a merging with its rival Residence Deport, which has actually impacted performance levels in departmentswith the senior supervisor associated with lawful difficulties presented by the government Trade Commission. With the Marketing Head advancing the news of his departure from the business in one year, Jeannie Lewis, the existing head of operations has been asked to take the function in the future. With challenges in the kind of a prospective social change and reduced worker spirits, the company wants a full reengineering effort at the advertising and marketing division.

Problem Statement
Porter's 5 Forces Analysis
The prospective social adjustment at the advertising and marketing department of Kim Fuller is increasing unpredictability in the working environment bring about different challenges for the Jeannie Lewis who would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in impacting tactical decisions since Stapes Inc. needed to abandon its strategies of combining with Office Deport after the Federal Profession Commission's treatment at the same time. Provided the truth that the store has an international visibility with branches in UK, USA, Canada as well as Germany, political consider each of these countries might be able to affect performance or strategic goals. Federal Profession Commission's antitrust suit versus the merger used up important time of the company's senior administration suggesting that 'political' factors can have severe effects for a global service.

Economic Factors: Economic factors such as the development of local business in the worldwide scenario suggest that Kim Fuller is flourishing in an atmosphere where there is prospective development of organisations. Reality that store customers are mainly looking for workplace products for home offices recommends that the market has a climbing pattern of business owners and home based companies.

Social factors: Social patterns in the economic situation show that clients are searching for ease in addition to attractive rates. Market research shows how the consumer for Kim Fuller does not have understanding about locating solutions which can provide a combination of ease and also low costs.

Technological factors: Technology plays a vital role in Kim Fuller's company approach particularly as the organization is piloting Modern technology centers which would certainly use innovation sales as well as support in the form of memory upgrades, outer setups. (Recap of PARASITE in appendix 2).

OB Issues and Symptoms.

A number of underlying Organizational Actions problems can be seen in Kim Fuller's case as highlighted in this section.

Apprehensions about cultural change: There is uneasiness regarding a cultural change that would occur as soon as Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Advertising And Marketing with a lot of the personnel already revealing unhappiness over this possible relocation. This predicted modification has developed stress and anxiety in the workplace which has actually been coupled with the previous stress of preparing the company for a prospective merging with House Deport.
Pest Analysis
Demanding Work Atmosphere for Newcomers: There is scarcity of personnel that can match the difficult setting of a fast-paced organization. Not only does this lead to difficulty in finding the right people, it puts tension on brand-new hires as can not endure the rate and also pressure that the organization expects them to bear.

Twin Reporting Lines: Newbies locate this organizational culture cumbersome as well as hard to handle specifically as populated line relationships are indicated to be weaker in general as well as objective setting as well as efficiency evaluation is still done by the solid line supervisor. This suggests that beginners can lose quality concerning their particular roles and also purposes specifically as dotted line coverage does not maintain them in direct interaction with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor rather than Bridget Coles even though it had been hypothesized that the latter would take Krasnow's position came as an impact to her spirits. Lewis may have been capable and also proper for the job yet the reality that Kransnow's departure would certainly make Coles a straight record to Lewis may have been the reason for Coles' resignation from services.

Anxiety & Work Instability: Worry and also insecurity can be determined as two significant concerns that Lewis would be taking care of specifically as the merger has actually now be terminated and 2 elderly executives of the advertising department would be leaving. The entire responsibility of the department would certainly be falling on Lewis's shoulders that would not simply be in charge of brining concerning a cultural adjustment but would also need to confirm herself in her new function.

Incompatible Management Style of Leader: Lewis's management style as well as its incompatibility with the advertising and marketing department's duty can also be seen as an OB difficulty especially as she has been used to dealing with problems in the operations division where employees are shown to focus on processes and also obtain them. The marketing department on the other hand can be seen as a team of people who are utilized to being nurtured by Krasnow who concentrated extra on output than processes.

Interdepartmental Differences: Interdepartmental disagreements in between 3 departments, advertising, merchandizing and also procedures respectively over the allotment of the advertising mix can be determined as another OB issue. Although the advertising and marketing department does not share the same vision as the other 2 divisions concerning the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing as well as operations divisions do not agree over the advertising and marketing mix allotment among each other either.

Disintegration in Advertising Division: Fragmentation in between the advertising and marketing departments can be identified as an additional OB concern which can require additional interest. The truth that the marketing and advertising areas in the advertising division are disconnected is protecting against both divisions from gaining from each various other's experience and knowledge. Integration of marketing with merchandising as well as procedures would end up being more difficult if the advertising and marketing department itself is degenerated which can be an additional potential OB problem.

Kim Fuller Analysis

Different concepts have actually been used to discuss the circumstances to get further clarity about the situation at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of managers believe that juniors are easy and also lazy, have little aspiration and stand up to adjustment. The circumstance at Kim Fuller is not totally adhering to Theory X, it can be seen that new hires are locating this setting rather difficult which might ultimately lead to a greater inclination of the administration towards Concept X. Also while assessing Lewis's management style, theory X may have been ideal in the procedures division to some level but the Advertising and marketing division would certainly require dependence on Theory Y in order to get the imagination as well as originality from the groups.

Tuckman's Synergy Concept: As much as Lewis's worry about bringing consistency in between the marketing as well as marketing department is concerned, this would originally lead to contrast as gone over by Bruce Tuckman in his 'Synergy Concept'. By incorporating the advertising and marketing and marketing department's job, there may be the very same first separate which can lead to the second stage of 'storming' where the teams challenge one an additional.

Bridges' Shift Version: According To William Bridge's concept (appendix 4), individuals are rather unpleasant with adjustment, which is noticeable by the scenario at Kim Fuller The scenario can be seen as a normal program of life if is researched according to Bridge's theory where he describes that people undergo 3 stages of shift when they experience modification. 'Closing, shedding as well as Releasing', The Neutral Area and also 'The New Beginning' (Bridges, 2004). When people are presented with adjustment, they enter phase one therefore there may be feelings like sadness, uncertainty, aggravation, anger, worry, rejection as well as disorientation.The circumstance at the advertising department of Kim Fuller is comparable so Lewis can get comfy with the concept that it is not amazing habits. In the 2nd stage, there may be a need to bridge the space in between the brand-new as well as old society so Lewis might have to face this experience as soon as Krasnow leaves. There may be low spirits and also low efficiency at this stage which need to not be taken as a problem. It is throughout this stage that Lewis will need to offer support to the department to ensure that they can locate an orientation. It can be seen exactly how Krasnow has already made this transition simpler by making Lewis obtain involved in the department a year before his actual departure. Based on Bridges' Design, phase 3 will certainly bring about openness to knowing, High power as well as commitment as people will welcome the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has discusses the importance of 'safety and security needs as being a reduced degree requirement of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the need to feel secure and out of danger' is at the second degree of requirements. Prior to a staff member can be made to establish emotionally, he requires to have his 'Physiological 'and 'Security' needs satisfied.

SWOT Analysis for Kim Fuller Case Study

Effects of Analysis.

The OB analysis has looked at numerous theories to comprehend just how to manage the existing circumstance handy. The following 3 choices have actually been recommended to aid Lewis take care of the business obstacles in the marketing department. Each of these choices has been suggested for alleviating the change required to bring the marketing division according to the demands of the market and for making the social modification that would certainly comply with when the current leader leaves.

Integration of marketing and advertising features. Separating Adverting and Production functions. Integration of Marketing with Operations.

Analysis of Alternatives.

Judith Shapiro that has earlier been talked to by Lewis during the earlier merger days has know-how in business-to-business marketing along with firm and retail marketing experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to deal with both marketing and advertising and marketing features.

The benefit of this technique is that it will integrate the two functions while decreasing the demand for working with an extra resource for advertising and marketing. Along with this, Lewis would be heading the advertising and marketing department as well as all the same her replacement would certainly be needed for the current function that she is doing. The negative aspect of this option is that exterior hiring might produce resentment from inner workers that might be eying the position of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and also Production: Offered the competitive pressures as well as high quality job needed from the advertising agency, it is suggested that Lewis needs to allow the manufacturing system to be a different feature from the marketing device. Given that many advertising agencies had these 2 features as different devices, it makes even more sense to adhere to the standard. Both functions might be able to focus on their core turns on much more successfully. The downside of this technique would certainly be that additional expenses would certainly have to be borne for setting up separate manufacturing features. In addition to this, a manufacturing head might need to be employed which might boost overheads for the company.

Assimilation of Advertising with Procedures: Since Lewis is currently taking care of the advertising and procedures divisions all at once; it makes sense to integrate the 2 features because she has actually been successfully taking treatment of both ends. The reality that Lewis has to adjust her monitoring design for the advertising division recommends that these two divisions would be culturally diverse.


An evaluation of the 3 choices suggests that integration of marketing and also procedures would not be a practical relocation due to the huge distinctions between the 2 divisions despite the fact that presently Lewis is dealing with both. While separation of the production function may have been a favorable relocation for the marketing department, the truth that it would suggest positioning a 3rd function under Lewis's wing implies this must be prevented.

Action Plan.
Lewis will certainly take over the duty of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would be combined.

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

Manufacturing feature will certainly continue to be part of marketing under marketing function.

Lewis will divide herself from operations.

An autonomous management design with staff member empowerment will be utilized in advertising department.

Open door policy and emphasis on cross departmental interaction will certainly be focused on removing dissonance.

Backup plan.

If the combination does not exercise as prepared, a contingency plan would follow which would certainly separate the manufacturing function from the advertising feature to decrease the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain hired, Lewis will certainly be heading the marketing division without an SVP. In that case the manufacturing function will absolutely be separated by putting it under an SVP production.