Marlenes Marvelous Adventure Southwest Airlines Case Study Analysis


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Marlenes Marvelous Adventure Southwest Airlines Case Study Solution

Background and Facts

Marlenes Marvelous Adventure Southwest Airlines a workplace supplies retailer for tiny and also moderate sized businesses has lately been associated with preparing for a merger with its rival Residence Deport, which has influenced effectiveness degrees in departmentswith the elderly manager associated with legal difficulties presented by the federal Trade Compensation. With the Advertising and marketing Head advancing the news of his separation from the business in one year, Jeannie Lewis, the present head of operations has been asked to take the role in the near future. With obstacles in the form of a possible social modification and also low worker morale, the organization needs a full reengineering initiative at the marketing department.

Problem Declaration
Porter's 5 Forces Analysis
The possible cultural change at the marketing department of Marlenes Marvelous Adventure Southwest Airlines is increasing unpredictability in the workplace resulting in different difficulties for the Jeannie Lewis who would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in influencing tactical decisions since Stapes Inc. had to abandon its plans of combining with Workplace Deport after the Federal Profession Commission's intervention in the process. Provided the fact that the store has a worldwide presence with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these nations might be able to impact performance or calculated goals. Federal Trade Payment's antitrust fit against the merging took up important time of the company's elderly monitoring suggesting that 'political' factors can have significant effects for an international organisation.

Economic Factors: Economic factors such as the emergence of small businesses in the worldwide circumstance recommend that Marlenes Marvelous Adventure Southwest Airlines is thriving in an atmosphere where there is potential growth of companies. Truth that store customers are mostly looking for workplace supplies for residence offices recommends that the market has a climbing trend of entrepreneurs and also residence based companies.

Social factors: Social fads in the economic situation show that consumers are searching for comfort along with appealing costs. Market research shows how the client for Marlenes Marvelous Adventure Southwest Airlines lacks awareness regarding locating remedies which can offer a combination of convenience and inexpensive.

Technological factors: Technology plays a crucial role in Marlenes Marvelous Adventure Southwest Airlines's business method specifically as the company is piloting Technology facilities which would certainly supply technology sales as well as assistance in the kind of memory upgrades, peripheral installations. (Summary of BUG in appendix 2).

OB Issues as well as Symptoms.

Numerous underlying Organizational Behavior concerns can be seen in Marlenes Marvelous Adventure Southwest Airlines's case as highlighted in this section.

Uneasiness regarding cultural change: There is worry regarding a social adjustment that would happen when Todd Krasnow leaves from his placement as the Exec Vice President of Advertising And Marketing with a lot of the staff members currently revealing unhappiness over this possible action. This predicted change has actually created anxiety in the office which has actually been combined with the past anxiety of preparing the company for a possible merging with Residence Deport.
Pest Analysis
Difficult Work Environment for Newcomers: There is lack of personnel that can match the difficult environment of a fast-paced company. Not just does this lead to problem in locating the best individuals, it puts anxiety on new hires as can not endure the rate and stress that the company anticipates them to birth.

Twin Reporting Lines: Novices find this business society troublesome and tough to handle specifically as populated line connections are suggested to be weak as a whole and also unbiased setup and efficiency evaluation is still done by the solid line supervisor. This suggests that newcomers could lose quality about their particular roles and objectives especially as populated line coverage does not maintain them in straight communication with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles although it had been guessed that the last would take Krasnow's placement came as a strike to her morale. Lewis may have been qualified as well as suitable for the job yet the reality that Kransnow's departure would certainly make Coles a straight report to Lewis may have been the reason for Coles' resignation from solutions.

Concern & Job Instability: Anxiety as well as insecurity can be determined as 2 significant concerns that Lewis would certainly be taking care of specifically as the merging has currently be cancelled and also 2 senior execs of the advertising and marketing department would be leaving. The whole duty of the department would be falling on Lewis's shoulders that would certainly not just be in charge of brining about a social adjustment yet would certainly additionally have to confirm herself in her new role.

Incompatible Management Design of Leader: Lewis's monitoring style as well as its incompatibility with the advertising department's function can additionally be viewed as an OB obstacle especially as she has been used to managing issues in the operations department where employees are shown to concentrate on procedures as well as get them right. The advertising and marketing department on the various other hand can be viewed as a group of individuals who are utilized to being nurtured by Krasnow that focused a lot more on outcome than processes.

Interdepartmental Disagreements: Interdepartmental differences between 3 divisions, advertising and marketing, merchandizing and procedures respectively over the allowance of the advertising and marketing mix can be determined as one more OB concern. Although the advertising and marketing department does not share the very same vision as the various other 2 departments pertaining to the aloocation of the advertising mix twoards promotions as well as advertsing, the merchandizing as well as procedures divisions do not concur over the advertising and marketing mix allocation among one another either.

Fragmentation in Advertising And Marketing Division: Fragmentation in between the advertising and marketing departments can be recognized as one more OB issue which could require more attention. The truth that the advertising and marketing sections in the marketing division are separated is preventing both departments from obtaining from each various other's experience and know-how. Combination of marketing with merchandising and also procedures would come to be harder if the advertising and marketing division itself is broken down which can be one more potential OB issue.

Marlenes Marvelous Adventure Southwest Airlines Analysis

Different theories have actually been utilized to explain the situations to get further clearness about the scenario at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, many managers believe that subordinates are easy and also careless, have little ambition and also withstand change. The situation at Marlenes Marvelous Adventure Southwest Airlines is not completely adhering to Concept X, it can be seen that brand-new hires are finding this setting rather stressful which might eventually lead to a better inclination of the monitoring towards Theory X. Also while evaluating Lewis's monitoring style, theory X might have been suitable in the procedures department to some level however the Marketing division would need dependence on Theory Y in order to obtain the imagination and originality from the groups.

Tuckman's Teamwork Concept: As far as Lewis's issue about bringing consistency in between the advertising as well as advertising and marketing division is worried, this would originally lead to clash as reviewed by Bruce Tuckman in his 'Synergy Theory'. By integrating the marketing and also marketing division's work, there may be the exact same initial detach which might lead to the second stage of 'storming' where the groups challenge one another.

Bridges' Transition Model: Based On William Bridge's theory (appendix 4), individuals are rather uneasy with modification, which is evident by the situation at Marlenes Marvelous Adventure Southwest Airlines The scenario can be seen as a normal training course of life if is examined as per Bridge's theory where he discusses that people experience 3 stages of shift when they experience modification. 'End, losing and also Letting go', The Neutral Zone as well as 'The New Starting' (Bridges, 2004). When individuals are presented with adjustment, they get in phase one and so there may be emotions like unhappiness, uncertainty, stress, rage, worry, denial and also disorientation.The scenario at the marketing department of Marlenes Marvelous Adventure Southwest Airlines is comparable so Lewis can obtain comfortable with the concept that it is not extraordinary actions. In the second stage, there may be a demand to bridge the void in between the brand-new and old society so Lewis may need to face this challenge when Krasnow leaves. There might be reduced morale and low productivity at this phase which need to not be taken as a problem. It is during this stage that Lewis will have to provide support to the department so that they can find a sense of direction. It can be seen just how Krasnow has actually currently made this change easier by making Lewis obtain associated with the department a year before his real separation. According to Bridges' Design, stage 3 will certainly cause visibility to understanding, High energy and also commitment as individuals will accept the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has talks about the relevance of 'security needs as being a lower level need of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to really feel protected as well as out of threat' is at the second degree of requirements. Before a staff member can be made to develop psychologically, he needs to have his 'Physical 'and 'Safety and security' requires met.

SWOT Analysis for Marlenes Marvelous Adventure Southwest Airlines Case Study

Ramification of Analysis.

The OB analysis has looked at various concepts to comprehend just how to manage the present situation handy. The following three options have been proposed to assist Lewis manage the organizational challenges in the marketing division. Each of these options has been suggested for easing the shift required to bring the marketing department according to the needs of the marketplace and also for making the cultural change that would comply with once the existing leader leaves.

Combination of marketing and advertising functions. Separating Adverting and also Production features. Combination of Advertising with Operations.

Examination of Alternatives.

Integration of Advertising And Marketing & Advertising Functions: The in-house marketing firm of Marlenes Marvelous Adventure Southwest Airlines is already strength for the company in regards to conserving up on expenses associated with marketing and also promotion. Since no brand-new recruitment has actually been done after Bridget Cole's separation with the reporting line being straight assigned to Krasnow for the advertising function, this is a favorable chance for integrating the advertising and marketing features. Judith Shapiro who has earlier been spoken with by Lewis during the earlier merging days has experience in business-to-business advertising along with agency and retail advertising experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to manage both advertising and marketing functions.

The advantage of this technique is that it will certainly integrate both functions while lowering the need for employing an added source for advertising and marketing. Lewis would certainly be heading the advertising department as well as in any case her replacement would be needed for the present role that she is carrying out. The disadvantage of this alternative is that exterior hiring may produce animosity from interior employees that may be eying the setting of EVP after Lewis takes control of Krasnow's placement.

Dividing Adverting and Production: Given the affordable stress as well as high top quality work called for from the marketing agency, it is recommended that Lewis should enable the manufacturing unit to be a different function from the advertising device. Given that most marketing firms had these 2 features as different units, it makes even more sense to comply with the standard.

Integration of Marketing with Procedures: Because Lewis is already taking treatment of the advertising as well as procedures departments concurrently; it makes feeling to integrate the two features given that she has been efficiently taking treatment of both ends. The truth that Lewis has to adjust her administration design for the advertising division recommends that these two departments would be culturally varied.


An assessment of the 3 choices indicates that integration of advertising and marketing and procedures would certainly not be a practical relocation due to the huge distinctions in between the two divisions in spite of the truth that currently Lewis is taking care of both. While separation of the production function might have been a positive move for the advertising and marketing division, the truth that it would certainly suggest placing a third function under Lewis's wing means this ought to be avoided.

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

Marketing and advertising features would certainly be combined.

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

Production feature will continue to be component of marketing under advertising feature.

Lewis will separate herself from procedures.

A democratic leadership design with worker empowerment will certainly be made use of in marketing department.

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

Contingency plan.

If the combination does not work out as planned, a contingency strategy would follow which would certainly separate the production function from the advertising and marketing function to lower the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will be heading the marketing division without an SVP. Because case the production function will certainly be divided by placing it under an SVP manufacturing.