Messer Griesheim B Case Study Solution


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Messer Griesheim B Case Study Solution

Background and Facts

Messer Griesheim B an office materials store for little and medium sized organisations has recently been involved in preparing for a merger with its rival House Deport, which has influenced effectiveness degrees in departmentswith the senior supervisor associated with lawful difficulties put forth by the government Trade Commission. With the Advertising Head putting forward the information of his separation from the firm in one year, Jeannie Lewis, the present head of procedures has been asked to take the role in the future. With challenges in the form of a prospective cultural adjustment as well as low employee spirits, the company wants a full reengineering initiative at the advertising division.

Problem Statement

The prospective cultural adjustment at the advertising and marketing department of Messer Griesheim B is boosting unpredictability in the working environment leading to numerous difficulties 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 major function in affecting calculated decisions given that Stapes Inc. had to abandon its plans of combining with Office Deport after the Federal Trade Compensation's treatment while doing so. Given the truth that the store has a global visibility with branches in UK, USA, Canada and Germany, political factors in each of these countries may be able to influence performance or calculated goals. Federal Profession Commission's antitrust suit against the merger occupied beneficial time of the organization's senior management suggesting that 'political' factors can have major implications for a global service.

Economic Factors: Economic factors such as the appearance of small businesses in the global circumstance recommend that Messer Griesheim B is growing in an atmosphere where there is potential development of businesses. Along with this, truth that store clients are mostly seeking workplace products for home offices recommends that the marketplace has a rising trend of entrepreneurs as well as home services.

Social factors: Social fads in the economic climate reveal that customers are looking for ease along with appealing costs. Marketing research demonstrates how the consumer for Messer Griesheim B does not have recognition about discovering services which can provide a mix of comfort and inexpensive.

Technological factors: Innovation plays an important role in Messer Griesheim B's company technique particularly as the organization is piloting Technology centers which would offer technology sales and assistance in the type of memory upgrades, outer setups. (Recap of PEST in appendix 2).

OB Issues and Symptoms.

A number of underlying Organizational Behavior issues can be seen in Messer Griesheim B's case as highlighted in this area.

Concerns about cultural change: There is uneasiness about a social modification that would certainly take place once Todd Krasnow leaves from his position as the Exec Vice President of Marketing with a lot of the team member currently revealing discontent over this potential relocation. This anticipated change has created stress in the work environment which has actually been paired with the previous anxiety of preparing the company for a potential merger with Residence Deport.

Demanding Job Setting for Newcomers: There is scarcity of employees that can match the stressful setting of a hectic organization. Not just does this result in problem in finding the ideal individuals, it puts tension on brand-new hires as can not endure the rate as well as pressure that the organization anticipates them to bear.

Dual Coverage Lines: Newcomers find this business culture troublesome as well as tough to cope with especially as dotted line relationships are suggested to be weaker in general and also unbiased setting and also performance evaluation is still done by the strong line supervisor. This means that novices can lose clarity regarding their corresponding duties and purposes especially as populated line coverage does not keep them in direct communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles although it had been guessed that the latter would certainly take Krasnow's setting came as a blow to her spirits. Lewis may have been qualified and suitable for the task however the reality that Kransnow's separation would certainly make Coles a straight record to Lewis might have been the factor for Coles' resignation from solutions.

Concern & Work Insecurity: Anxiety and also insecurity can be identified as 2 significant concerns that Lewis would be managing particularly 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 certainly be dropping on Lewis's shoulders that would certainly not simply supervise of brining concerning a social adjustment yet would likewise need to confirm herself in her new function.

Incompatible Management Design of Leader: Lewis's monitoring style and its incompatibility with the advertising division's duty can additionally be viewed as an OB obstacle especially as she has actually been made use of to handling concerns in the procedures division where employees are educated to concentrate on processes and obtain them right. The advertising department on the other hand can be seen as a team of individuals who are utilized to being supported by Krasnow who concentrated much more on outcome than processes.

Interdepartmental Arguments: Interdepartmental disagreements between three departments, advertising, merchandizing and also operations specifically over the allotment of the marketing mix can be determined as an additional OB issue. The marketing division does not share the exact same vision as the various other 2 divisions pertaining to the aloocation of the advertising mix twoards promos as well as advertsing, the merchandizing and also procedures divisions do not agree over the advertising mix appropriation among one another either.

Fragmentation in Advertising Department: Fragmentation in between the marketing and advertising divisions can be identified as another OB issue which could need additional interest. The truth that the marketing and advertising sections in the advertising department are separated is stopping both departments from acquiring from each other's experience and expertise. Combination of marketing with merchandising as well as procedures would become more difficult if the advertising division itself is degenerated which can be an additional possible OB issue.

Messer Griesheim B Analysis

Numerous theories have been made use of to clarify the scenarios to get further quality concerning the circumstance available.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of supervisors believe that juniors are passive and also lazy, have little ambition as well as resist adjustment. The tough version of this concept highlighted coercion, tight controls, hazards and punishments. With time it generates low productivity, subtle sabotage and competition (Bargain, 2003). Although the situation at Messer Griesheim B is not totally adhering to Theory X, it can be seen that brand-new hires are finding this atmosphere rather demanding which might ultimately lead to a better inclination of the administration in the direction of Theory X. As per McGregor's advocated view, which he called Concept Y, the vital job of the administration is to organize organizational conditions to make sure that people can accomplish their own goals best by directing their initiatives towards organizational rewards. If people locate no contentment in their work, the administration would have little selection however to count on concept X and also exterior control (Offer, 2003). Even while analyzing Lewis's administration design, theory X may have appropriated in the operations department somewhat yet the Advertising department would call for reliance on Concept Y to get the imagination and creativity from the teams.

Tuckman's Synergy Theory: As much as Lewis's concern concerning bringing consistency between the advertising and marketing and marketing department is worried, this would initially lead to clash as reviewed by Bruce Tuckman in his 'Team effort Theory'. By incorporating the marketing as well as advertising department's job, there might be the exact same preliminary disconnect which can lead to the 2nd phase of 'storming' where the groups test one another.

When people are presented with adjustment, they go into phase one and so there might be emotions like unhappiness, uncertainty, irritation, rage, worry, denial and disorientation.The scenario at the advertising department of Messer Griesheim B is similar so Lewis can get comfy with the concept that it is not remarkable habits. It is during this phase that Lewis will certainly have to provide support to the department so that they can discover a sense of direction. It can be seen how Krasnow has currently made this transition less complicated by making Lewis obtain included in the division a year prior to his actual departure.

Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has goes over the significance of 'safety needs as being a lower degree demand of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe and out of threat' is at the 2nd level of needs. Before a worker can be made to develop emotionally, he requires to have his 'Physical 'and also 'Security' needs satisfied.

SWOT Analysis for Messer Griesheim B Case Study

Implication of Analysis.

The OB analysis has actually taken a look at different theories to understand how to manage the existing scenario at hand. The adhering to three choices have been proposed to assist Lewis handle the organizational obstacles in the advertising and marketing division. Each of these choices has actually been proposed for relieving the shift needed to bring the marketing department in line with the requirements of the market and also for making the social change that would comply with once the existing leader leaves.

Integration of marketing and advertising features. Separating Adverting and Manufacturing features. Assimilation of Advertising And Marketing with Workflow.

Assessment of Alternatives.

Assimilation of Advertising And Marketing & Advertising And Marketing Functions: The internal advertising and marketing agency of Messer Griesheim B is currently stamina for the organization in terms of conserving up on overheads associated with advertising and marketing as well as promo. Because no new recruitment has been done after Bridget Cole's separation with the reporting line being directly appointed to Krasnow for the marketing function, this is a beneficial chance for incorporating the advertising and marketing features. Judith Shapiro that has actually earlier been talked to by Lewis throughout the earlier merger days has know-how in business-to-business advertising and marketing together with firm and retail advertising and marketing experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to deal with both advertising and marketing features.

The benefit of this method is that it will incorporate both features while reducing the need for employing an extra resource for marketing. Lewis would be heading the advertising department and also in any type of case her replacement would certainly be needed for the existing role that she is doing. The drawback of this option is that exterior hiring may cause animosity from inner employees that may be looking at the position of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and also Production: Given the competitive stress and also high top quality job called for from the advertising firm, it is advised that Lewis must allow the production system to be a separate function from the advertising and marketing system. Considering that many advertising and marketing firms had these two features as separate systems, it makes more sense to adhere to the standard.

Combination of Marketing with Workflows: Considering that Lewis is currently taking treatment of the marketing and procedures departments all at once; it makes sense to incorporate the 2 features given that she has actually been efficiently taking care of both ends. The reality that Lewis has to adapt her management design for the advertising and marketing department suggests that these 2 departments would be culturally diverse.


An examination of the 3 alternatives suggests that combination of marketing as well as procedures would not be a practical relocation due to the huge differences in between both divisions despite the fact that currently Lewis is taking care of both. While splitting up of the manufacturing feature might have been a positive relocation for the advertising and marketing division, the reality that it would indicate placing a third function under Lewis's wing means this need to be avoided. The combination of the advertising and marketing division is the best choice in regards to obtaining the ideal results from the department. An activity plan for this alternative is discussed listed below.

Action Plan.

Lewis will take control of the role of EVP Marketing after Krasnow leaves.

Marketing and advertising features would be merged.

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

Manufacturing function will remain part of advertising under advertising feature.

Lewis will certainly divide herself from operations.

An autonomous management style with employee empowerment will be used in marketing division.

Open up door plan and also focus on cross departmental communication will certainly be focused on eliminating discord.

Contingency plan.

If the assimilation does not exercise as intended, a backup plan would certainly comply with which would divide the manufacturing function from the advertising function to decrease the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will be heading the marketing department without an SVP. Because case the production function will certainly be separated by putting it under an SVP manufacturing.