Malaysia Airlines B Case Study Help


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Malaysia Airlines B Case Study Help

Background and Facts

Malaysia Airlines B a workplace products seller for tiny and also medium sized companies has recently been involved in planning for a merger with its rival House Deport, which has actually influenced efficiency levels in departmentswith the elderly manager involved in legal complications put forth by the government Profession Commission. With the Advertising Head advancing the information of his departure from the company in one year, Jeannie Lewis, the current head of operations has actually been asked to take the role in the near future. With challenges in the type of a potential social modification as well as reduced staff member spirits, the organization is in need of a full reengineering effort at the advertising and marketing division.

Trouble Statement
Porter's 5 Forces Analysis
The potential cultural modification at the advertising department of Malaysia Airlines B is boosting uncertainty in the working environment resulting in 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 major function in impacting tactical choices because Stapes Inc. had to desert its plans of merging with Workplace Deport after the Federal Profession Compensation's treatment in the process. Provided the fact that the store has a global existence with branches in UK, U.S.A., Canada as well as Germany, political factors in each of these nations may have the ability to affect performance or calculated objectives. Federal Profession Commission's antitrust fit versus the merging occupied valuable time of the company's senior management recommending that 'political' factors can have major effects for a worldwide organisation.

Economic Factors: Financial factors such as the development of local business in the global scenario suggest that Malaysia Airlines B is flourishing in an environment where there is possible development of businesses. Along with this, fact that store consumers are primarily seeking workplace supplies for office suggests that the market has a rising fad of entrepreneurs and also home based companies.

Social factors: Social trends in the economy reveal that consumers are seeking convenience along with attractive rates. Market research demonstrates how the customer for Malaysia Airlines B lacks awareness concerning discovering solutions which can supply a mix of comfort as well as low costs.

Technological factors: Technology plays a vital role in Malaysia Airlines B's service method particularly as the company is piloting Innovation facilities which would provide technology sales and support in the type of memory upgrades, outer installations. (Recap of PARASITE in appendix 2).

OB Issues as well as Effects.

Several underlying Business Behavior problems can be seen in Malaysia Airlines B's case as highlighted in this section.

Concerns concerning cultural adjustment: There is worry about a cultural change that would certainly happen when Todd Krasnow leaves from his position as the Executive Vice Head Of State of Advertising And Marketing with the majority of the employee already showing discontent over this potential action. This anticipated adjustment has actually created tension in the workplace which has been combined with the past tension of preparing the firm for a possible merger with Residence Deport.
Pest Analysis
Demanding Job Atmosphere for Newcomers: There is lack of personnel that can match the stressful setting of a busy organization. Not only does this cause trouble in finding the appropriate individuals, it puts anxiety on brand-new hires as can not stand up to the pace and pressure that the company expects them to birth.

Dual Reporting Lines: Newbies find this business culture troublesome as well as difficult to manage particularly as populated line partnerships are meant to be weaker generally and also objective setup and efficiency evaluation is still done by the solid line manager. This implies that newcomers might shed clearness about their respective roles and goals especially as dotted line coverage does not maintain them in straight communication with the strong line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles even though it had been hypothesized that the last would certainly take Krasnow's setting came as an impact to her morale. Lewis may have been capable as well as suitable for the work however the fact that Kransnow's departure would certainly make Coles a straight report to Lewis might have been the reason for Coles' resignation from solutions.

Concern & Job Instability: Worry and also insecurity can be identified as two significant concerns that Lewis would certainly be dealing with specifically as the merging has currently be cancelled as well as two senior execs of the marketing department would certainly be leaving. The entire duty of the department would be falling on Lewis's shoulders that would not simply be in charge of brining about a social modification however would certainly additionally have to verify herself in her new duty.

Incompatible Monitoring Design of Leader: Lewis's monitoring style and its conflict with the advertising division's function can likewise be viewed as an OB difficulty particularly as she has actually been used to dealing with issues in the operations division where workers are instructed to focus on procedures as well as obtain them right. The advertising and marketing division on the other hand can be viewed as a team of individuals who are used to being supported by Krasnow who concentrated more on outcome than processes.

Interdepartmental Disputes: Interdepartmental disputes between three divisions, advertising, merchandizing as well as operations specifically over the allocation of the advertising mix can be identified as an additional OB issue. The advertising department does not share the very same vision as the other 2 departments concerning the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and procedures departments do not agree over the advertising mix allocation amongst one an additional either.

Fragmentation in Marketing Division: Fragmentation between the marketing and advertising divisions can be identified as an additional OB problem which could require further attention. The truth that the marketing and advertising areas in the advertising and marketing division are detached is preventing both divisions from obtaining from each various other's experience and also proficiency. Integration of advertising with retailing and operations would end up being harder if the advertising department itself is disintegrated which can be one more prospective OB issue.

Malaysia Airlines B Analysis

Different concepts have been used to explain the situations to obtain further clearness concerning the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, most supervisors believe that juniors are easy and careless, have little passion as well as resist adjustment. The hard version of this theory emphasized threat, tight controls, dangers as well as penalties. With time it produces low efficiency, subtle sabotage and competition (Deal, 2003). The scenario at Malaysia Airlines B is not entirely adhering to Theory X, it can be seen that brand-new hires are finding this environment rather difficult which may ultimately lead to a greater disposition of the management in the direction of Theory X. According to McGregor's promoted sight, which he called Concept Y, the essential job of the monitoring is to set up business conditions to ensure that individuals can attain their very own objectives best by directing their efforts towards organizational incentives. If people locate no complete satisfaction in their job, the monitoring would certainly have little choice but to rely upon concept X and also outside control (Bargain, 2003). Even while assessing Lewis's administration style, concept X may have appropriated in the procedures department somewhat but the Advertising and marketing department would certainly call for reliance on Theory Y in order to get the creativity and also originality from the teams.

Tuckman's Team effort Theory: As for Lewis's concern regarding bringing harmony between the marketing and advertising division is concerned, this would originally bring about conflict as reviewed by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). According to Tuckman's theory shown in appendix 3, throughout the initial stage of group growth, people might not bond, as they are busy locating their location in the group. By combining the advertising and marketing division's job, there might be the same first separate which can bring about the 2nd phase of 'storming' where the teams challenge each other. It is just during the 3rd stage or 'norming' when they would come together to share concepts prior to the team can bring around synergy in the fourth phase 'executing'.

Bridges' Shift Model: According To William Bridge's concept (appendix 4), people are rather awkward with modification, which is noticeable by the situation at Malaysia Airlines B The circumstance can be viewed as a regular course of life if is examined according to Bridge's concept where he clarifies that people experience 3 stages of shift when they experience adjustment. 'Closing, shedding and Letting go', The Neutral Zone as well as 'The New Beginning' (Bridges, 2004). When people are presented with change, they go into stage one therefore there may be feelings like sadness, unpredictability, aggravation, temper, anxiety, denial as well as disorientation.The situation at the advertising and marketing department of Malaysia Airlines B is similar so Lewis can obtain comfortable with the suggestion that it is not extraordinary behavior. In the 2nd stage, there may be a demand to link the gap in between the brand-new as well as old society so Lewis may need to encounter this ordeal once Krasnow leaves. There may be reduced morale and reduced productivity at this phase which ought to not be taken as a problem. It is during this stage that Lewis will have to provide assistance to the division to ensure that they can discover a sense of direction. It can be seen how Krasnow has actually already made this transition less complicated by making Lewis obtain associated with the department a year prior to his actual departure. As per Bridges' Model, stage three will certainly bring about visibility to learning, High power as well as dedication as people will certainly welcome the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has reviews the importance of 'protection needs as being a reduced degree requirement of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the need to feel protected and also out of threat' is at the second level of demands. Before a worker can be made to establish psychologically, he needs to have his 'Physiological 'and also 'Safety and security' needs met.

SWOT Analysis for Malaysia Airlines B Case Study

Effects of Analysis.

The OB analysis has looked at numerous theories to recognize just how to handle the current scenario available. The following three options have actually been suggested to aid Lewis manage the organizational obstacles in the advertising division. Each of these options has been proposed for alleviating the shift needed to bring the advertising and marketing department in accordance with the needs of the marketplace and also for making the social modification that would adhere to once the present leader leaves.

Assimilation of marketing and advertising features. Dividing Adverting and also Production functions. Combination of Advertising And Marketing with Procedures.

Examination of Alternatives.

Combination of Advertising & Advertising Functions: The internal advertising and marketing agency of Malaysia Airlines B is already strength for the company in regards to saving up on expenses related to marketing as well as promotion. Since no brand-new employment has actually been done after Bridget Cole's separation with the reporting line being straight designated to Krasnow for the marketing function, this is a beneficial opportunity for incorporating the advertising and marketing functions. Judith Shapiro who has actually earlier been interviewed by Lewis during the earlier merging days has know-how in business-to-business marketing along with agency and also retail advertising experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to manage both advertising and marketing features.

The benefit of this technique is that it will certainly incorporate the two functions while decreasing the need for hiring an additional resource for marketing. Lewis would certainly be heading the marketing department and in any case her replacement would certainly be required for the present role that she is carrying out. The negative aspect of this alternative is that external hiring may cause animosity from interior workers who may be considering the position of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and also Manufacturing: Given the affordable stress and also high quality job needed from the marketing agency, it is suggested that Lewis should allow the production system to be a different function from the advertising device. Considering that the majority of advertising companies had these 2 functions as separate devices, it makes even more feeling to follow the norm.

Integration of Marketing with Workflows: Since Lewis is already dealing with the advertising and marketing and procedures divisions concurrently; it makes good sense to incorporate both functions since she has actually been efficiently looking after both ends. The truth that the two divisions currently have significant distinctions over appropriation of resources suggests that this combination might be able to bring about harmony especially as Lewis would be heading both ends.However there are different negative aspects of this move especially as it would put excessive burden over Lewis's shoulders. The fact that Lewis needs to adjust her administration style for the marketing department recommends that these two divisions would certainly be culturally diverse. Lewis might not be able to apply one type of management design to both departments which can result in ineffectiveness in either one of the two functions.


An analysis of the three choices suggests that assimilation of marketing and also procedures would certainly not be a feasible step due to the substantial distinctions in between the 2 departments regardless of the fact that currently Lewis is taking care of both. While splitting up of the production function might have been a positive action for the advertising division, the truth that it would certainly indicate putting a 3rd feature under Lewis's wing suggests this should be stayed clear of.

Activity Strategy.
Lewis will take control of the duty of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising functions would be combined.

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

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

Lewis will certainly divide herself from operations.

An autonomous leadership design with employee empowerment will be utilized in advertising and marketing division.

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

Contingency strategy.

If the assimilation does not work out as prepared, a contingency strategy would certainly follow which would certainly separate the production feature from the advertising and marketing feature to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get hired, Lewis will be heading the advertising division without an SVP. Because case the production feature will definitely be divided by placing it under an SVP production.