Morgan Stanley In China Case Study Solution


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Morgan Stanley In China Case Study Solution

Background and Facts

Morgan Stanley In China an office products retailer for tiny and also average sized organisations has recently been associated with preparing for a merger with its competitor Residence Deport, which has impacted efficiency levels in departmentswith the senior supervisor involved in lawful complications put forth by the government Profession Payment. With the Advertising Head advancing the information of his departure from the company in one year, Jeannie Lewis, the present head of operations has actually been asked to take the role in the near future. With obstacles in the kind of a possible cultural change and also reduced employee spirits, the organization wants a total reengineering effort at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The possible cultural modification at the advertising and marketing division of Morgan Stanley In China is enhancing uncertainty in the working environment resulting in various difficulties for the Jeannie Lewis who would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in affecting critical decisions since Stapes Inc. needed to desert its plans of merging with Office Deport after the Federal Profession Compensation's intervention in the process. Provided the fact that the shop has a worldwide presence with branches in UK, UNITED STATES, Canada and Germany, political consider each of these countries may have the ability to impact performance or tactical goals. Federal Profession Compensation's antitrust match versus the merging used up valuable time of the organization's senior administration recommending that 'political' factors can have significant implications for an international service.

Economic Factors: Economic factors such as the emergence of small companies in the global scenario recommend that Morgan Stanley In China is flourishing in an atmosphere where there is prospective growth of organisations. Reality that store clients are mostly looking for workplace supplies for home workplaces suggests that the market has an increasing pattern of business owners as well as house based companies.

Social factors: Social trends in the economy reveal that consumers are searching for convenience in addition to eye-catching costs. Marketing research demonstrates how the customer for Morgan Stanley In China does not have recognition regarding finding options which can supply a combination of benefit as well as inexpensive.

Technological factors: Modern technology plays an essential role in Morgan Stanley In China's organisation approach especially as the organization is piloting Modern technology facilities which would offer innovation sales as well as support in the type of memory upgrades, outer setups. (Recap of PARASITE in appendix 2).

OB Issues and Manifestations.

Several underlying Organizational Actions concerns can be seen in Morgan Stanley In China's case as highlighted in this area.

Worries concerning cultural change: There is worry about a social change that would certainly occur once Todd Krasnow leaves from his placement as the Executive Vice President of Marketing with a lot of the staff members currently revealing discontent over this potential move. This expected change has produced stress and anxiety in the workplace which has actually been paired with the previous anxiety of preparing the company for a possible merger with Home Deport.
Pest Analysis
Difficult Job Environment for Newcomers: There is lack of employees that can match the difficult atmosphere of a hectic organization. Not just does this bring about difficulty in finding the best people, it puts tension on brand-new hires as can not endure the pace as well as pressure that the organization anticipates them to bear.

Double Coverage Lines: Newbies find this organizational society cumbersome as well as hard to cope with particularly as populated line relationships are indicated to be weaker as a whole and also objective setting and efficiency assessment is still done by the solid line supervisor. This implies that newbies might shed clearness concerning their particular functions as well as purposes especially as dotted line reporting does not maintain them in straight communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had been hypothesized that the latter would certainly take Krasnow's position came as a blow to her morale. Lewis might have been qualified and ideal for the work but the reality that Kransnow's departure would certainly make Coles a direct report to Lewis may have been the factor for Coles' resignation from services.

Concern & Job Insecurity: Worry and instability can be identified as two significant issues that Lewis would be handling especially as the merger has actually currently be terminated and 2 elderly executives of the advertising department would be leaving. The entire obligation of the division would certainly be dropping on Lewis's shoulders who would not simply supervise of brining about a cultural modification however would likewise need to show herself in her new function.

Inappropriate Management Style of Leader: Lewis's monitoring design and also its incompatibility with the advertising department's duty can also be seen as an OB challenge specifically as she has been utilized to managing concerns in the procedures division where employees are educated to focus on processes and get them. The advertising and marketing department on the other hand can be seen as a team of people who are used to being nurtured by Krasnow that focused a lot more on output than processes.

Interdepartmental Disagreements: Interdepartmental differences in between 3 departments, advertising, merchandizing and also procedures specifically over the allowance of the advertising and marketing mix can be identified as another OB concern. Although the advertising and marketing department does not share the exact same vision as the other 2 divisions relating to the aloocation of the marketing mix twoards promos and advertsing, the merchandizing and also operations divisions do not concur over the marketing mix allotment among each other either.

Disintegration in Advertising And Marketing Department: Fragmentation in between the advertising and marketing divisions can be identified as one more OB concern which could require more attention. The truth that the advertising and marketing sections in the marketing department are separated is avoiding both divisions from acquiring from each other's experience and experience. Assimilation of advertising and marketing with merchandising as well as procedures would become more difficult if the advertising division itself is degenerated which can be another potential OB problem.

Morgan Stanley In China Analysis

Different concepts have actually been used to discuss the situations to obtain additional clarity concerning the situation at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, a lot of supervisors think that subordinates are passive and also careless, have little ambition and stand up to change. The hard variation of this concept stressed browbeating, limited controls, dangers and also punishments. With time it produces low productivity, refined sabotage and competition (Deal, 2003). Although the situation at Morgan Stanley In China is not entirely complying with Theory X, it can be seen that new hires are locating this environment rather demanding which might eventually cause a better disposition of the management in the direction of Theory X. As per McGregor's supported view, which he called Theory Y, the vital task of the management is to organize business problems to ensure that individuals can attain their very own objectives best by routing their initiatives towards business benefits. If individuals discover no satisfaction in their work, the administration would have little choice yet to count on concept X as well as external control (Bargain, 2003). Even while analyzing Lewis's administration design, theory X might have been suitable in the operations division somewhat yet the Advertising department would need dependence on Concept Y to get the creativity and originality from the teams.

Tuckman's Synergy Concept: Regarding Lewis's worry about bringing consistency in between the marketing and advertising department is concerned, this would at first result in clash as reviewed by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, during the first stage of team advancement, individuals may not bond, as they are active locating their area in the team. By combining the advertising and marketing department's work, there may coincide initial separate which could cause the second stage of 'storming' where the groups test each other. It is only during the third stage or 'norming' when they would come together to share suggestions prior to the group can bring around synergy in the fourth phase 'performing'.

When people are presented with modification, they get in phase one and also so there may be feelings like sadness, uncertainty, aggravation, rage, anxiety, rejection as well as disorientation.The circumstance at the advertising and marketing division of Morgan Stanley In China is similar so Lewis can obtain comfortable with the concept that it is not extraordinary behavior. It is during this phase that Lewis will certainly have to provide guidance to the division so that they can discover a sense of instructions. It can be seen how Krasnow has already made this shift less complicated by making Lewis get entailed in the division a year before his real separation.
Vrio Analysis
Maslow's Need hierarchy: The OB problem pertaining to insecurity at the workplace has been triggered to start with by the adjustment in administration and second of all by the truth that the merger will no longer be initiated. Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has talks about the value of 'safety and security needs as being a lower level need of a human for setting off inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the demand to really feel safe and secure as well as unharmed' goes to the second degree of demands. Prior to a worker can be made to create mentally, he requires to have his 'Physiological 'and also 'Safety and security' needs satisfied. This indicates that unless the employees are made to feel protected about their present work status in Morgan Stanley In China they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Morgan Stanley In China Case Study

Effects of Analysis.

The OB analysis has looked at different concepts to recognize just how to cope with the present circumstance at hand. The following three options have actually been recommended to help Lewis deal with the organizational difficulties in the marketing division. Each of these choices has actually been recommended for easing the transition needed to bring the advertising and marketing division in accordance with the needs of the marketplace and for making the social adjustment that would certainly comply with when the present leader leaves.

Combination of marketing and advertising functions. Dividing Adverting and also Manufacturing functions. Assimilation of Advertising with Operations.

Examination of Alternatives.

Combination of Marketing & Advertising Functions: The internal marketing company of Morgan Stanley In China is already toughness for the organization in terms of conserving up on overheads associated with advertising and promotion. Given that no brand-new employment has actually been done after Bridget Cole's departure with the reporting line being directly assigned to Krasnow for the advertising and marketing feature, this is a positive possibility for integrating the advertising and marketing functions. Judith Shapiro that has earlier been interviewed by Lewis throughout the earlier merging days has proficiency in business-to-business marketing in addition to agency as well as retail marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to manage both advertising and marketing features.

The advantage of this method is that it will integrate both functions while reducing the need for hiring an added resource for marketing. In addition to this, Lewis would be heading the advertising department and also regardless her substitute would be required for the current duty that she is doing. The drawback of this choice is that external hiring may cause animosity from interior workers that might be eying the setting of EVP after Lewis takes control of Krasnow's position.

Separating Adverting and also Manufacturing: Given the affordable pressures as well as excellent quality work called for from the ad agency, it is suggested that Lewis ought to enable the production device to be a separate feature from the advertising system. Considering that a lot of advertising agencies had these two functions as separate units, it makes more feeling to follow the norm. Along with this, both functions might have the ability to focus on their core turns on a lot more efficiently. Nevertheless, the drawback of this method would be that additional prices would need to be birthed for setting up separate production features. A manufacturing head might have to be worked with which can raise expenses for the organization.

Integration of Advertising with Operations: Considering that Lewis is currently taking care of the advertising and marketing and operations divisions concurrently; it makes good sense to integrate both features since she has been effectively looking after both ends. The truth that both divisions currently have major distinctions over allowance of resources suggests that this assimilation may be able to bring about harmony particularly as Lewis would certainly be heading both ends.However there are numerous disadvantages of this action particularly as it would place excessive problem over Lewis's shoulders. The truth that Lewis has to adapt her management style for the advertising department suggests that these two divisions would certainly be culturally diverse. Lewis may not be able to use one type of leadership design to both departments which might result in inadequacy in either one of the 2 features.


An evaluation of the 3 alternatives shows that integration of marketing and operations would certainly not be a practical move due to the huge differences between the two divisions regardless of the fact that presently Lewis is dealing with both. While separation of the manufacturing function may have been a beneficial action for the advertising division, the fact that it would mean positioning a 3rd function under Lewis's wing indicates this should be avoided.

Activity Strategy.
Lewis will take over the role of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising features would certainly be combined.

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

Manufacturing function will remain component of marketing under advertising and marketing function.

Lewis will certainly separate herself from procedures.

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

Open up door plan and emphasis on cross departmental interaction will be focused on getting rid of dissonance.

Contingency strategy.

If the combination does not exercise as planned, a backup plan would certainly adhere to which would divide the manufacturing function from the advertising feature to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, 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 manufacturing.