Malaysia Airlines A Case Study Solution


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Malaysia Airlines A Case Study Analysis

Background and Facts

Malaysia Airlines A a workplace products retailer for small and average sized companies has lately been involved in planning for a merger with its rival Home Deport, which has actually influenced efficiency levels in departmentswith the elderly supervisor associated with lawful problems presented by the government Profession Payment. With the Advertising and marketing Head putting forward the news of his departure from the firm in one year, Jeannie Lewis, the present head of operations has been asked to take the duty in the near future. With obstacles in the type of a possible social adjustment and low employee spirits, the organization is in need of a full reengineering initiative at the marketing department.

Problem Statement
Porter's 5 Forces Analysis
The potential social adjustment at the advertising division of Malaysia Airlines A is increasing unpredictability in the working environment leading to different obstacles 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 duty in affecting critical decisions considering that Stapes Inc. had to desert its plans of merging with Office Deport after the Federal Trade Payment's intervention in the process. Offered the reality that the shop has an international existence with branches in UK, UNITED STATES, Canada as well as Germany, political consider each of these countries may be able to impact performance or critical objectives. Federal Profession Payment's antitrust match versus the merger used up important time of the company's senior administration suggesting that 'political' factors can have significant ramifications for a worldwide business.

Economic Factors: Economic factors such as the development of small businesses in the international situation recommend that Malaysia Airlines A is prospering in an environment where there is potential development of companies. Fact that shop customers are mostly looking for office supplies for home workplaces suggests that the market has an increasing fad of business owners and also home based services.

Social factors: Social patterns in the economic climate show that customers are seeking convenience as well as attractive prices. Market research demonstrates how the consumer for Malaysia Airlines A does not have recognition regarding locating solutions which can supply a mix of ease and also low costs.

Technological factors: Technology plays a vital role in Malaysia Airlines A's organisation technique especially as the company is piloting Technology centers which would offer technology sales and assistance in the kind of memory upgrades, outer installments. (Recap of BUG in appendix 2).

OB Issues as well as Manifestations.

A number of underlying Organizational Behavior issues can be seen in Malaysia Airlines A's case as highlighted in this area.

Apprehensions regarding social modification: There is worry regarding a cultural adjustment that would happen once Todd Krasnow leaves from his position as the Exec Vice Head Of State of Advertising with the majority of the employee currently revealing discontent over this prospective step. This predicted change has actually created tension in the workplace which has actually been paired with the past stress and anxiety of preparing the company for a potential merging with Home Deport.
Pest Analysis
Demanding Task Setting for Newcomers: There is shortage of employees that can match the stressful atmosphere of a hectic company. Not just does this lead to trouble in finding the best people, it places anxiety on new hires as can not hold up against the pace and also pressure that the organization expects them to birth.

Double Reporting Lines: Newcomers locate this business society difficult and hard to deal with specifically as populated line connections are suggested to be weak generally as well as objective setting and also performance evaluation is still done by the strong line manager. This means that newbies could shed clearness about their corresponding duties as well as objectives specifically as dotted line coverage does not keep them in direct communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower as opposed to Bridget Coles despite the fact that it had actually been guessed that the latter would take Krasnow's position came as an impact to her spirits. Lewis might have been capable as well as proper for the work however the fact that Kransnow's departure would certainly make Coles a direct report to Lewis may have been the reason for Coles' resignation from services.

Concern & Task Instability: Concern as well as instability can be recognized as 2 major issues that Lewis would certainly be managing specifically as the merging has actually now be cancelled and two senior executives of the advertising division would be leaving. The entire duty of the division would be falling on Lewis's shoulders who would certainly not just supervise of brining regarding a social change but would certainly also have to confirm herself in her new role.

Inappropriate Monitoring Design of Leader: Lewis's monitoring design as well as its incompatibility with the marketing department's function can additionally be seen as an OB obstacle specifically as she has actually been utilized to managing problems in the operations department where employees are taught to focus on processes and get them. The advertising and marketing division on the various other hand can be viewed as a team of people who are used to being nurtured by Krasnow that concentrated much more on output than procedures.

Interdepartmental Differences: Interdepartmental differences between three departments, advertising and marketing, merchandizing and operations respectively over the allocation of the advertising and marketing mix can be determined as another OB problem. Although the advertising division does not share the very same vision as the other two departments regarding the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and operations departments do not concur over the advertising mix allowance amongst one another either.

Disintegration in Advertising Department: Disintegration in between the advertising and marketing departments can be identified as one more OB concern which can require more focus. The reality that the marketing and advertising areas in the advertising and marketing division are disconnected is protecting against both divisions from getting from each other's experience and proficiency. Combination of marketing with retailing and also operations would come to be more difficult if the marketing department itself is broken down which can be one more potential OB concern.

Malaysia Airlines A Analysis

Numerous theories have been used to discuss the conditions to get further quality about the scenario available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many managers believe that staffs are passive and also lazy, have little aspiration as well as resist change. The scenario at Malaysia Airlines A is not entirely following Concept X, it can be seen that new hires are locating this atmosphere instead demanding which might eventually lead to a better disposition of the administration towards Concept X. Also while examining Lewis's management design, concept X may have been suitable in the procedures division to some degree yet the Advertising department would certainly require reliance on Concept Y in order to obtain the creativity as well as originality from the teams.

Tuckman's Teamwork Theory: As far as Lewis's concern concerning bringing harmony in between the advertising and marketing and also advertising department is worried, this would initially lead to contrast as gone over by Bruce Tuckman in his 'Teamwork Theory'. By incorporating the advertising and marketing and also marketing department's job, there may be the very same first separate which can lead to the second stage of 'storming' where the groups challenge one another.

When individuals are provided with change, they enter phase one as well as so there may be feelings like despair, uncertainty, aggravation, anger, fear, rejection as well as disorientation.The circumstance at the advertising and marketing division of Malaysia Airlines A is similar so Lewis can obtain comfortable with the idea that it is not extraordinary actions. It is throughout this phase that Lewis will have to offer advice to the division so that they can find a sense of instructions. It can be seen exactly how Krasnow has actually already made this change much easier by making Lewis get included in the division a year before his actual separation.
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Hierarchy' (appendix 5) has reviews the relevance of 'safety needs as being a reduced level demand of a human for triggering inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the need to feel protected as well as out of danger' is at the second degree of needs. Prior to a worker can be made to develop emotionally, he needs to have his 'Physical 'and also 'Safety and security' requires satisfied.

SWOT Analysis for Malaysia Airlines A Case Study

Ramification of Analysis.

The OB analysis has actually taken a look at different theories to recognize how to cope with the existing scenario handy. The complying with 3 alternatives have actually been recommended to aid Lewis take care of the organizational obstacles in the advertising and marketing division. Each of these choices has been recommended for alleviating the shift required to bring the advertising and marketing division in accordance with the needs of the marketplace as well as for making the social change that would follow as soon as the existing leader leaves.

Combination of advertising and marketing functions. Dividing Adverting and Manufacturing functions. Combination of Advertising And Marketing with Workflow.

Evaluation of Alternatives.

Integration of Advertising And Marketing & Advertising Functions: The internal advertising agency of Malaysia Airlines A is already toughness for the company in regards to conserving up on overheads associated with marketing and promotion. Given that no brand-new employment has been done after Bridget Cole's departure with the coverage line being straight designated to Krasnow for the advertising feature, this is a favorable chance for incorporating the marketing and advertising functions. Judith Shapiro that has actually earlier been interviewed by Lewis during the earlier merger days has knowledge in business-to-business advertising and marketing together with company and also retail advertising and marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to take care of both advertising and marketing functions.

The benefit of this approach is that it will certainly incorporate both features while reducing the need for employing an additional resource for marketing. In addition to this, Lewis would be heading the marketing department and also in any case her substitute would certainly be needed for the current role that she is carrying out. The drawback of this option is that external hiring may produce animosity from inner workers that might be looking at the setting of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting as well as Manufacturing: Offered the competitive stress as well as top quality work needed from the advertising agency, it is recommended that Lewis needs to permit the manufacturing unit to be a different feature from the advertising and marketing system. Since many ad agency had these 2 features as separate systems, it makes even more sense to comply with the norm. In addition to this, both features might have the ability to focus on their core activates much more effectively. Nevertheless, the disadvantage of this technique would certainly be that additional prices would certainly need to be birthed for setting up separate manufacturing features. In addition to this, a production head might need to be hired which could boost expenses for the company.

Combination of Marketing with Workflows: Since Lewis is currently taking care of the advertising and marketing as well as procedures divisions all at once; it makes good sense to incorporate the two functions considering that she has been effectively looking after both ends. The fact that the two departments currently have significant differences over allocation of sources suggests that this integration may be able to bring about consistency especially as Lewis would certainly be heading both ends.However there are various downsides of this step particularly as it would place way too much worry over Lewis's shoulders. The reality that Lewis has to adjust her monitoring style for the marketing department suggests that these two divisions would certainly be culturally diverse. Lewis may not be able to apply one kind of leadership design to both divisions which might result in inefficiency in either one of the 2 functions.


An examination of the three choices shows that integration of advertising and marketing as well as operations would not be a practical action due to the large differences in between the two departments although that presently Lewis is managing both. While splitting up of the manufacturing function may have been a positive step for the advertising and marketing department, the reality that it would indicate positioning a 3rd feature under Lewis's wing indicates this must be stayed clear of too. The combination of the advertising and marketing department is the very best choice in regards to obtaining the optimal arise from the department. An activity prepare for this option is discussed listed below.

Action Plan.
Lewis will take over the role of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

Production function will certainly continue to be part of marketing under advertising function.

Lewis will separate herself from procedures.

An autonomous leadership style with employee empowerment will certainly be made use of in advertising division.

Open door policy and also emphasis on cross departmental communication will be aimed at eliminating disharmony.

Contingency plan.

If the assimilation does not work out as intended, a contingency plan would certainly comply with which would separate the production function from the marketing feature to decrease the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will certainly be heading the advertising department without an SVP. Because case the manufacturing function will absolutely be separated by positioning it under an SVP production.