New Songdo City Chinese Version Case Study Analysis


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New Songdo City Chinese Version Case Study Help

Background and Facts

New Songdo City Chinese Version a workplace materials store for little and also medium sized organisations has actually just recently been associated with planning for a merging with its rival Home Deport, which has actually affected performance degrees in departmentswith the elderly supervisor involved in lawful difficulties put forth by the government Trade Commission. With the Marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the existing head of operations has actually been asked to take the duty in the near future. With challenges in the kind of a potential cultural adjustment and also low staff member morale, the organization is in need of a complete reengineering effort at the marketing department.

Trouble Statement
Porter's 5 Forces Analysis
The prospective cultural modification at the advertising division of New Songdo City Chinese Version is boosting uncertainty in the workplace bring about different obstacles for the Jeannie Lewis who would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting calculated decisions since Stapes Inc. had to abandon its strategies of merging with Workplace Deport after the Federal Trade Payment's intervention while doing so. Given the truth that the shop has a global presence with branches in UK, USA, Canada and Germany, political consider each of these countries might be able to impact efficiency or critical goals. Federal Profession Compensation's antitrust match against the merger took up useful time of the organization's senior management recommending that 'political' factors can have significant implications for a worldwide company.

Economic Factors: Economic factors such as the development of small companies in the global scenario suggest that New Songdo City Chinese Version is prospering in an environment where there is prospective development of services. Fact that shop customers are mainly looking for workplace products for residence offices recommends that the market has an increasing fad of business owners and also home based companies.

Social factors: Social patterns in the economy reveal that clients are seeking benefit in addition to eye-catching costs. Marketing research demonstrates how the client for New Songdo City Chinese Version lacks awareness regarding locating options which can provide a combination of ease and also low costs.

Technical factors: Innovation plays an important role in New Songdo City Chinese Version's service strategy especially as the organization is piloting Technology facilities which would use technology sales as well as support in the type of memory upgrades, peripheral installations. (Summary of PARASITE in appendix 2).

OB Issues and also Manifestations.

Several underlying Business Habits concerns can be seen in New Songdo City Chinese Version's case as highlighted in this section.

Worries concerning social modification: There is concern about a social adjustment that would certainly happen once Todd Krasnow leaves from his setting as the Executive Vice President of Advertising with the majority of the staff members currently showing discontent over this prospective relocation. This anticipated change has actually developed tension in the workplace which has been combined with the previous tension of preparing the firm for a possible merger with Home Deport.
Pest Analysis
Demanding Job Atmosphere for Newcomers: There is shortage of personnel that can match the stressful environment of a fast-paced company. Not just does this lead to difficulty in discovering the best individuals, it places anxiety on new hires as can not withstand the rate and stress that the organization expects them to birth.

Twin Coverage Lines: Novices find this business culture troublesome as well as hard to deal with specifically as dotted line connections are indicated to be weaker as a whole as well as objective setting and also efficiency examination is still done by the strong line supervisor. This suggests that beginners might shed quality regarding their respective functions and goals especially as populated line coverage does not maintain them in straight communication with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower rather than Bridget Coles although it had actually been speculated that the latter would take Krasnow's setting came as a strike to her spirits. Lewis may have been qualified and also proper for the work yet the truth that Kransnow's separation would certainly make Coles a direct record to Lewis may have been the factor for Coles' resignation from solutions.

Anxiety & Work Instability: Fear and insecurity can be recognized as two significant issues that Lewis would certainly be handling specifically as the merger has actually currently be cancelled and also 2 elderly executives of the advertising and marketing division would be leaving. The whole obligation of the division would be dropping on Lewis's shoulders who would certainly not just be in charge of brining regarding a social change but would certainly likewise have to confirm herself in her new duty.

Inappropriate Administration Design of Leader: Lewis's administration design and also its conflict with the advertising department's duty can additionally be seen as an OB difficulty specifically as she has actually been made use of to managing problems in the operations department where employees are educated to focus on processes and obtain them. The advertising and marketing division on the other hand can be seen as a group of individuals who are utilized to being supported by Krasnow that concentrated a lot more on output than procedures.

Interdepartmental Arguments: Interdepartmental differences between 3 departments, marketing, merchandizing as well as operations respectively over the allotment of the advertising and marketing mix can be determined as an additional OB issue. Although the marketing department does not share the exact same vision as the various other 2 divisions pertaining to the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and also procedures divisions do not concur over the marketing mix allotment among each other either.

Fragmentation in Advertising And Marketing Department: Disintegration in between the advertising and marketing divisions can be determined as another OB concern which could require further attention. The reality that the marketing and advertising sections in the advertising and marketing department are detached is preventing both departments from obtaining from each other's experience and know-how. Assimilation of marketing with retailing and also operations would become more difficult if the advertising department itself is broken down which can be another potential OB issue.

New Songdo City Chinese Version Analysis

Various theories have actually been used to clarify the situations to get further quality regarding the scenario at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of supervisors believe that juniors are easy and lazy, have little aspiration and stand up to modification. The tough version of this concept emphasized browbeating, limited controls, dangers and also punishments. In time it produces low efficiency, refined sabotage as well as competition (Bargain, 2003). Although the situation at New Songdo City Chinese Version is not totally following Theory X, it can be seen that new hires are finding this setting rather difficult which may ultimately result in a greater disposition of the administration in the direction of Concept X. Based on McGregor's promoted view, which he called Concept Y, the crucial job of the monitoring is to set up organizational problems to ensure that people can achieve their own objectives best by directing their initiatives in the direction of business benefits. If individuals locate no contentment in their job, the management would have little option but to depend on concept X and exterior control (Deal, 2003). Even while assessing Lewis's administration style, theory X may have been suitable in the operations division somewhat but the Advertising department would certainly need dependence on Concept Y to get the creative thinking and creativity from the teams.

Tuckman's Team effort Concept: As far as Lewis's issue concerning bringing harmony between the advertising and marketing and advertising department is worried, this would initially lead to contrast as gone over by Bruce Tuckman in his 'Team effort Concept'. By combining the advertising and marketing as well as marketing department's job, there may be the same first separate which might lead to the second stage of 'storming' where the teams challenge one another.

Bridges' Change Version: As per William Bridge's theory (appendix 4), people are rather uncomfortable with change, which is obvious by the circumstance at New Songdo City Chinese Version The scenario can be viewed as a typical training course of life if is studied based on Bridge's concept where he discusses that people undergo three stages of shift when they experience adjustment. 'Ending, losing and also Letting go', The Neutral Area and also 'The New Beginning' (Bridges, 2004). When individuals exist with modification, they enter phase one and so there might be emotions like unhappiness, uncertainty, stress, rage, anxiety, rejection and also disorientation.The situation at the advertising and marketing department of New Songdo City Chinese Version is similar so Lewis can obtain comfy with the suggestion that it is not remarkable actions. In the 2nd stage, there might be a need to bridge the space in between the brand-new and old society so Lewis might need to face this experience once Krasnow leaves. There might be reduced morale and also reduced performance at this stage which need to not be taken as a problem. It is throughout this phase that Lewis will have to give support to the department to make sure that they can find an orientation. It can be seen just how Krasnow has already made this shift less complicated by making Lewis get involved in the division a year prior to his real separation. According to Bridges' Design, phase three will certainly cause visibility to understanding, High power and also dedication as individuals will accept the modification (Bridges, 2004).
Vrio Analysis
Maslow's Demand power structure: The OB issue related to insecurity at the work environment has actually been caused to start with by the modification in administration and second of all by the fact that the merging will no longer be initiated. Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has discusses the significance of 'safety requires as being a reduced level demand of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to really feel safe and secure and also unharmed' is at the 2nd degree of requirements. Prior to a staff member can be made to develop emotionally, he needs to have his 'Physiological 'as well as 'Security' requires satisfied. This suggests that unless the workers are made to really feel protected about their present employment condition in New Songdo City Chinese Version they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for New Songdo City Chinese Version Case Study

Implication of Analysis.

The OB analysis has checked out different theories to understand how to deal with the existing scenario handy. The complying with 3 alternatives have been suggested to assist Lewis manage the organizational challenges in the marketing division. Each of these choices has been recommended for easing the change needed to bring the advertising division in accordance with the demands of the market and also for making the cultural modification that would certainly follow as soon as the current leader leaves.

Assimilation of advertising and marketing features. Separating Adverting and also Production functions. Assimilation of Marketing with Operations.

Evaluation of Alternatives.

Combination of Advertising And Marketing & Advertising Functions: The internal advertising and marketing company of New Songdo City Chinese Version is already strength for the organization in regards to conserving up on overheads associated with advertising as well as promo. Since no brand-new recruitment has actually been done after Bridget Cole's departure with the reporting line being straight assigned to Krasnow for the marketing feature, this is a desirable chance for integrating the marketing and advertising features. Judith Shapiro who has actually earlier been spoken with by Lewis during the earlier merger days has proficiency in business-to-business advertising along with company and retail advertising and marketing experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to handle both advertising and marketing features.

The benefit of this method is that it will certainly integrate the two features while lowering the need for hiring an additional source for marketing. Lewis would certainly be heading the marketing division and also in any case her replacement would be needed for the current duty that she is executing. The disadvantage of this option is that exterior hiring may produce resentment from internal personnel who may be eying the setting of EVP after Lewis takes over Krasnow's placement.

Separating Adverting as well as Production: Provided the affordable stress as well as high top quality job required from the advertising and marketing company, it is advised that Lewis should enable the production unit to be a separate function from the marketing device. Because a lot of advertising agencies had these 2 functions as separate units, it makes more sense to comply with the norm.

Assimilation of Advertising And Marketing with Procedures: Given that Lewis is currently taking care of the advertising and procedures departments simultaneously; it makes sense to integrate the 2 features since she has been efficiently taking care of both ends. The truth that Lewis has to adapt her administration design for the advertising division recommends that these 2 divisions would certainly be culturally varied.


An examination of the three options shows that integration of marketing and procedures would certainly not be a practical move due to the huge distinctions in between the two departments despite the fact that presently Lewis is taking care of both. While separation of the production function might have been a positive move for the advertising and marketing department, the reality that it would certainly indicate positioning a third feature under Lewis's wing suggests this need to be stayed clear of. The assimilation of the marketing department is the very best option in terms of getting the optimum arise from the division. An activity plan for this choice is discussed listed below.

Action Strategy.
Lewis will certainly take over the duty of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

Manufacturing feature will certainly stay component of advertising and marketing under advertising function.

Lewis will divide herself from procedures.

A democratic leadership design with staff member empowerment will certainly be used in marketing division.

Open door policy and focus on cross department communication will certainly be aimed at removing discord.

Contingency plan.

If the integration does not exercise as planned, a contingency strategy would comply with which would divide the production feature from the advertising and marketing feature to reduce the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will be heading the advertising and marketing division without an SVP. Because case the manufacturing function will definitely be divided by placing it under an SVP production.