Messer Griesheim B Case Study Analysis


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Background and Facts

Messer Griesheim B an office products seller for little as well as moderate sized businesses has just recently been associated with preparing for a merger with its competitor House Deport, which has actually influenced effectiveness degrees in departmentswith the elderly manager involved in lawful issues presented by the government Profession Commission. With the Advertising and marketing Head putting forward the news of his separation from the company in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the duty in the near future. With obstacles in the type of a potential cultural change as well as reduced staff member morale, the company is in need of a full reengineering effort at the advertising department.

Problem Statement
Porter's 5 Forces Analysis
The potential social adjustment at the advertising department of Messer Griesheim B is raising unpredictability in the workplace causing numerous challenges for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in impacting calculated choices considering that Stapes Inc. needed to desert its strategies of combining with Office Deport after the Federal Trade Compensation's intervention while doing so. Offered the fact that the shop has a worldwide existence with branches in UK, USA, Canada and also Germany, political consider each of these nations may be able to impact efficiency or strategic goals. Federal Profession Compensation's antitrust match against the merging occupied important time of the organization's elderly management suggesting that 'political' factors can have major implications for an international organisation.

Economic Factors: Financial factors such as the introduction of local business in the international circumstance suggest that Messer Griesheim B is growing in an environment where there is prospective development of services. Truth that shop customers are primarily looking for office products for home offices suggests that the market has an increasing fad of entrepreneurs as well as house based services.

Social factors: Social fads in the economic climate reveal that consumers are seeking ease as well as attractive costs. Marketing research shows how the consumer for Messer Griesheim B does not have awareness about finding services which can supply a mix of ease as well as affordable.

Technical factors: Innovation plays a crucial function in Messer Griesheim B's organisation approach specifically as the organization is piloting Innovation facilities which would certainly offer technology sales and also assistance in the type of memory upgrades, outer installations. (Summary of BUG in appendix 2).

OB Issues as well as Effects.

A number of underlying Organizational Habits problems can be seen in Messer Griesheim B's case as highlighted in this section.

Uneasiness regarding cultural adjustment: There is worry regarding a cultural change that would take place as soon as Todd Krasnow leaves from his placement as the Exec Vice President of Advertising with most of the team member already showing unhappiness over this possible move. This predicted adjustment has actually created stress and anxiety in the workplace which has been paired with the past stress and anxiety of preparing the company for a potential merging with Home Deport.
Pest Analysis
Difficult Task Environment for Newcomers: There is lack of personnel that can match the demanding setting of a hectic company. Not only does this result in difficulty in discovering the ideal individuals, it puts tension on new hires as can not hold up against the pace and also pressure that the organization anticipates them to birth.

Dual Reporting Lines: Beginners discover this organizational culture cumbersome as well as tough to deal with particularly as populated line partnerships are implied to be weak in general as well as unbiased setup as well as performance examination is still done by the strong line manager. This means that newbies might shed quality regarding their corresponding functions as well as objectives particularly as dotted line coverage does not keep them in straight communication with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles although it had been speculated that the latter would take Krasnow's position came as a blow to her morale. Lewis may have been qualified and appropriate for the job however the reality that Kransnow's separation would make Coles a straight record to Lewis might have been the reason for Coles' resignation from services.

Worry & Task Insecurity: Anxiety and insecurity can be determined as 2 significant problems that Lewis would be taking care of specifically as the merging has now be terminated and 2 elderly execs of the advertising department would be leaving. The entire duty of the division would certainly be falling on Lewis's shoulders that would not simply supervise of brining regarding a cultural modification yet would likewise need to prove herself in her brand-new role.

Inappropriate Monitoring Design of Leader: Lewis's monitoring design and also its conflict with the advertising and marketing department's role can additionally be seen as an OB difficulty especially as she has actually been utilized to taking care of concerns in the procedures department where workers are shown to focus on procedures and also get them. The marketing division on the various other hand can be seen as a group of individuals that are made use of to being nurtured by Krasnow that concentrated more on result than procedures.

Interdepartmental Arguments: Interdepartmental differences between three departments, advertising and marketing, merchandizing and procedures respectively over the appropriation of the advertising and marketing mix can be identified as one more OB problem. Although the marketing department does not share the exact same vision as the various other two departments concerning the aloocation of the advertising and marketing mix twoards promotions and advertsing, the merchandizing as well as operations divisions do not agree over the advertising and marketing mix allowance among each other either.

Disintegration in Advertising Department: Fragmentation between the marketing and advertising divisions can be recognized as one more OB issue which might require more focus. The fact that the marketing and advertising areas in the advertising division are detached is protecting against both departments from obtaining from each other's experience as well as knowledge. Combination of advertising and marketing with merchandising and also operations would become more difficult if the marketing department itself is broken down which can be one more possible OB worry.

Messer Griesheim B Analysis

Different concepts have actually been utilized to clarify the scenarios to get more clearness about the scenario available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of supervisors believe that subordinates are passive as well as lazy, have little ambition and also resist adjustment. The tough variation of this theory stressed browbeating, tight controls, threats as well as punishments. In time it creates low efficiency, subtle sabotage as well as rivalry (Bargain, 2003). The situation at Messer Griesheim B is not entirely adhering to Theory X, it can be seen that brand-new hires are locating this environment rather demanding which might at some point lead to a higher disposition of the management in the direction of Concept X. As per McGregor's promoted view, which he called Concept Y, the necessary job of the management is to set up organizational problems so that people can accomplish their own goals best by routing their initiatives towards organizational incentives. If individuals find no fulfillment in their work, the management would certainly have little choice yet to rely upon theory X and also exterior control (Offer, 2003). Even while evaluating Lewis's monitoring design, concept X may have been suitable in the operations department somewhat however the Advertising department would require dependence on Theory Y so as to get the imagination and originality from the teams.

Tuckman's Teamwork Concept: As far as Lewis's concern concerning bringing consistency between the marketing and advertising department is concerned, this would at first cause clash as talked about by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). According to Tuckman's concept displayed in appendix 3, throughout the preliminary phase of team advancement, people may not bond, as they are busy discovering their place in the group. By incorporating the marketing and advertising division's job, there might be the same preliminary disconnect which could lead to the 2nd phase of 'storming' where the groups test each other. Nonetheless, it is just during the 3rd phase or 'norming' when they would certainly come together to share suggestions prior to the team can cause harmony in the 4th stage 'performing'.

When people are provided with change, they get in phase one and also so there might be feelings like despair, uncertainty, frustration, rage, worry, rejection and also disorientation.The circumstance at the advertising and marketing division of Messer Griesheim B is comparable so Lewis can get comfortable with the concept that it is not amazing behavior. It is during this phase that Lewis will certainly have to give assistance to the division so that they can find a sense of direction. It can be seen how Krasnow has actually currently made this change less complicated by making Lewis obtain entailed in the department a year before his real departure.
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has talks about the importance of 'safety requires as being a reduced degree requirement of a human for activating inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the demand to feel safe and secure and also out of threat' is at the 2nd level of requirements. Prior to a worker can be made to develop mentally, he requires to have his 'Physiological 'and 'Safety and security' needs met.

SWOT Analysis for Messer Griesheim B Case Study

Implication of Analysis.

The OB analysis has actually considered different theories to comprehend just how to deal with the present circumstance handy. The following three options have been recommended to assist Lewis deal with the business difficulties in the advertising and marketing division. Each of these options has actually been proposed for reducing the transition required to bring the advertising and marketing division according to the demands of the marketplace as well as for making the cultural adjustment that would comply with once the existing leader leaves.

Combination of marketing and advertising functions. Dividing Adverting as well as Manufacturing functions. Combination of Advertising And Marketing with Procedures.

Evaluation of Alternatives.

Assimilation of Advertising & Advertising And Marketing Functions: The in-house marketing company of Messer Griesheim B is currently strength for the company in terms of conserving up on overheads associated with marketing as well as promo. Considering that no brand-new employment has actually been done after Bridget Cole's separation with the reporting line being directly assigned to Krasnow for the advertising and marketing function, this is a desirable chance for integrating the marketing and advertising functions. Judith Shapiro that has actually earlier been spoken with by Lewis throughout the earlier merging days has competence in business-to-business advertising in addition to agency and retail advertising experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to manage both advertising and marketing functions.

The benefit of this method is that it will incorporate both functions while lowering the demand for employing an additional source for advertising. Lewis would be heading the advertising department as well as in any type of case her substitute would certainly be needed for the present role that she is doing. The negative aspect of this alternative is that outside hiring might produce resentment from inner employees who might be looking at the placement of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and also Production: Offered the competitive stress and high quality job needed from the advertising agency, it is advised that Lewis ought to enable the production device to be a separate function from the advertising system. Since the majority of ad agency had these two features as separate systems, it makes more sense to adhere to the norm. In addition to this, both features may have the ability to focus on their core activates more efficiently. The disadvantage of this strategy would be that additional prices would certainly have to be borne for establishing up different manufacturing functions. Along with this, a production head may have to be worked with which can increase expenses for the organization.

Assimilation of Advertising And Marketing with Procedures: Considering that Lewis is currently taking treatment of the advertising as well as procedures departments all at once; it makes sense to incorporate the two features given that she has been successfully taking care of both ends. The fact that Lewis has to adapt her administration style for the advertising division recommends that these 2 departments would be culturally diverse.


An analysis of the 3 alternatives shows that integration of advertising and marketing and also procedures would certainly not be a possible action due to the huge differences between the two departments despite the truth that currently Lewis is managing both. While splitting up of the production feature might have been a desirable relocation for the marketing division, the fact that it would certainly indicate positioning a 3rd feature under Lewis's wing means this must be prevented.

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

Marketing and advertising functions would be merged.

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

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

Lewis will separate herself from operations.

An autonomous leadership design with worker empowerment will certainly be used in advertising division.

Open up door policy and also emphasis on cross department interaction will be focused on removing dissonance.

Contingency strategy.

If the combination does not exercise as planned, a backup plan would follow which would certainly divide the production feature from the advertising feature to decrease the load on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will certainly be heading the advertising division without an SVP. In that case the manufacturing function will definitely be divided by placing it under an SVP production.