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 supplies merchant for little and medium sized organisations has actually lately been involved in planning for a merging with its rival Residence Deport, which has actually impacted performance degrees in departmentswith the elderly supervisor associated with lawful difficulties put forth by the government Trade Compensation. With the Advertising and marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the role in the future. With obstacles in the kind of a possible social adjustment as well as reduced employee spirits, the company wants a total reengineering effort at the marketing division.

Problem Declaration

The possible social adjustment at the advertising department of New Songdo City Chinese Version is enhancing uncertainty in the workplace causing various obstacles for the Jeannie Lewis who would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in affecting tactical decisions considering that Stapes Inc. had to abandon its strategies of combining with Workplace Deport after the Federal Profession Payment's treatment while doing so. Provided the reality that the store has an international visibility with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these nations might be able to impact performance or calculated objectives. Federal Trade Commission's antitrust suit versus the merger occupied important time of the company's elderly management suggesting that 'political' factors can have major implications for a worldwide organisation.

Economic Factors: Financial factors such as the appearance of local business in the global circumstance recommend that New Songdo City Chinese Version is flourishing in an environment where there is potential growth of businesses. Truth that shop customers are mainly looking for workplace supplies for home offices suggests that the market has a climbing pattern of business owners as well as house based companies.

Social factors: Social fads in the economic climate reveal that customers are trying to find comfort in addition to eye-catching costs. Market research demonstrates how the client for New Songdo City Chinese Version lacks awareness about finding remedies which can supply a combination of ease and low costs.

Technical factors: Modern technology plays an essential role in New Songdo City Chinese Version's company technique especially as the company is piloting Technology centers which would supply innovation sales and support in the type of memory upgrades, outer installations. (Recap of PARASITE in appendix 2).

OB Issues as well as Symptoms.

Numerous underlying Organizational Habits issues can be seen in New Songdo City Chinese Version's case as highlighted in this area.

Apprehensions concerning social change: There is worry about a cultural change that would take place once Todd Krasnow leaves from his placement as the Executive Vice President of Advertising And Marketing with the majority of the personnel currently showing discontent over this possible move. This anticipated modification has actually developed tension in the office which has been combined with the past stress and anxiety of preparing the firm for a potential merger with Residence Deport.

Difficult Work Environment for Newcomers: There is lack of workers that can match the demanding setting of a fast-paced organization. Not only does this result in problem in locating the appropriate people, it puts stress and anxiety on new hires as can not hold up against the rate and also stress that the company expects them to birth.

Double Reporting Lines: Beginners find this business culture troublesome and hard to handle specifically as populated line partnerships are implied to be weaker as a whole and unbiased setting and performance analysis is still done by the solid line manager. This implies that newcomers can lose quality concerning their particular roles and also objectives especially as dotted line reporting does not keep them in straight communication with the solid line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles although it had actually been speculated that the latter would certainly take Krasnow's setting came as a blow to her morale. Lewis may have been qualified and proper for the job yet the fact that Kransnow's separation would make Coles a straight report to Lewis might have been the reason for Coles' resignation from services.

Worry & Job Instability: Concern as well as instability can be identified as two significant worries that Lewis would be taking care of specifically as the merger has actually currently be cancelled as well as 2 senior executives of the advertising and marketing division would certainly be leaving. The whole obligation of the division would certainly be falling on Lewis's shoulders who would certainly not just be in charge of brining about a social modification yet would likewise have to verify herself in her new function.

Incompatible Administration Design of Leader: Lewis's administration style and also its conflict with the advertising department's duty can also be seen as an OB difficulty particularly as she has actually been utilized to managing concerns in the procedures department where workers are educated to concentrate on processes and also obtain them. The advertising department on the various other hand can be seen as a team of individuals who are utilized to being supported by Krasnow who focused more on result than procedures.

Interdepartmental Disagreements: Interdepartmental differences in between three departments, marketing, merchandizing and procedures respectively over the allocation of the marketing mix can be identified as an additional OB problem. Although the marketing department does not share the very same vision as the other 2 departments regarding the aloocation of the advertising mix twoards promos as well as advertsing, the merchandizing as well as procedures divisions do not agree over the marketing mix allowance amongst each other either.

Disintegration in Advertising Department: Disintegration in between the marketing and advertising departments can be recognized as an additional OB concern which can need further interest. The truth that the advertising and marketing sections in the marketing division are separated is preventing both departments from obtaining from each other's experience as well as knowledge. Assimilation of advertising and marketing with merchandising and procedures would certainly end up being harder if the advertising division itself is disintegrated which can be an additional prospective OB concern.

New Songdo City Chinese Version Analysis

Various concepts have actually been used to clarify the circumstances to obtain further clearness concerning the circumstance handy.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, most managers think that staffs are easy and careless, have little ambition and withstand adjustment. The difficult variation of this concept stressed browbeating, tight controls, hazards as well as punishments. Gradually it creates reduced productivity, subtle sabotage as well as rivalry (Bargain, 2003). Although the scenario at New Songdo City Chinese Version is not totally following Concept X, it can be seen that new hires are locating this setting instead stressful which might at some point result in a higher inclination of the administration towards Concept X. According to McGregor's promoted sight, which he called Concept Y, the important job of the management is to set up organizational problems to make sure that people can attain their own objectives best by guiding their efforts in the direction of organizational incentives. If individuals locate no satisfaction in their job, the monitoring would have little choice however to count on concept X as well as external control (Bargain, 2003). Even while assessing Lewis's administration style, theory X may have been suitable in the procedures department somewhat however the Marketing department would certainly need dependence on Concept Y in order to get the imagination and originality from the groups.

Tuckman's Synergy Theory: As far as Lewis's worry regarding bringing harmony in between the advertising and marketing division is concerned, this would initially bring about contrast as reviewed by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). As per Tuckman's concept shown in appendix 3, during the first phase of team advancement, people might not bond, as they are hectic locating their location in the group. By integrating the advertising and marketing division's job, there may coincide preliminary separate which might result in the 2nd phase of 'storming' where the groups challenge one another. It is only during the third phase or 'norming' when they would certainly come with each other to share ideas prior to the group can bring about harmony in the 4th stage 'performing'.

Bridges' Transition Version: As per William Bridge's concept (appendix 4), individuals are rather unpleasant with adjustment, which is noticeable by the circumstance at New Songdo City Chinese Version The circumstance can be viewed as a typical program of life if is researched as per Bridge's theory where he clarifies that individuals go through 3 stages of transition when they experience modification. 'Closing, losing and also Releasing', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they get in phase one therefore there might be feelings like sadness, uncertainty, irritation, temper, concern, denial and disorientation.The scenario at the advertising and marketing division of New Songdo City Chinese Version is similar so Lewis can obtain comfortable with the concept that it is not remarkable habits. In the second phase, there may be a demand to connect the space between the brand-new and old culture so Lewis may have to face this experience as soon as Krasnow leaves. There may be reduced morale and reduced efficiency at this stage which need to not be taken as an obstacle. It is during this phase that Lewis will certainly need to offer advice to the division so that they can discover a sense of direction. It can be seen how Krasnow has actually currently made this transition much easier by making Lewis get associated with the division a year before his actual departure. As per Bridges' Model, stage 3 will produce visibility to knowing, High energy and also dedication as people will certainly accept the adjustment (Bridges, 2004).

Abraham Maslow in his Concept of 'Needs Power structure' (appendix 5) has reviews the significance of 'security needs as being a lower degree demand of a human for setting off motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to feel secure and also out of threat' is at the 2nd level of demands. Prior to an employee can be made to develop emotionally, he needs to have his 'Physical 'as well as 'Security' requires met.

SWOT Analysis for New Songdo City Chinese Version Case Study

Implication of Analysis.

The OB analysis has actually looked at different concepts to comprehend exactly how to handle the existing scenario available. The adhering to 3 options have been proposed to help Lewis handle the business difficulties in the advertising and marketing division. Each of these choices has actually been proposed for relieving the transition required to bring the advertising department according to the demands of the marketplace and also for making the social change that would adhere to as soon as the current leader leaves.

Combination of marketing and advertising features. Dividing Adverting and Production functions. Assimilation of Advertising with Procedures.

Analysis of Alternatives.

Assimilation of Advertising & Advertising And Marketing Functions: The internal advertising and marketing company of New Songdo City Chinese Version is currently strength for the organization in terms of saving up on expenses associated with advertising and promo. Since no new recruitment has been done after Bridget Cole's separation with the coverage line being directly assigned to Krasnow for the advertising feature, this is a positive opportunity for incorporating the advertising and marketing features. Judith Shapiro who has earlier been spoken with by Lewis during the earlier merging days has know-how in business-to-business advertising along with company and also retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to handle both marketing and advertising functions.

The benefit of this method is that it will certainly incorporate the two features while lowering the demand for employing an additional source for advertising. Lewis would certainly be heading the marketing department and also in any type of case her substitute would certainly be required for the current duty that she is doing. The negative aspect of this alternative is that outside hiring may produce animosity from interior workers who may be considering the position of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and also Manufacturing: Given the competitive pressures and top quality work called for from the advertising agency, it is suggested that Lewis must permit the production system to be a separate function from the advertising and marketing unit. Since the majority of ad agency had these 2 features as different devices, it makes even more sense to comply with the norm. Both functions might be able to concentrate on their core activates more efficiently. Nevertheless, the disadvantage of this technique would certainly be that added costs would certainly need to be birthed for setting up different production features. In addition to this, a manufacturing head might have to be worked with which might increase overheads for the company.

Integration of Advertising with Procedures: Given that Lewis is currently taking care of the advertising and procedures divisions all at once; it makes feeling to integrate the 2 functions given that she has been successfully taking treatment of both ends. The fact that Lewis has to adjust her management style for the advertising and marketing division recommends that these 2 departments would certainly be culturally varied.


An analysis of the 3 options suggests that assimilation of advertising and operations would not be a viable action due to the substantial differences between the 2 divisions despite the reality that presently Lewis is taking care of both. While splitting up of the production feature may have been a desirable action for the advertising and marketing department, the reality that it would mean putting a 3rd feature under Lewis's wing implies this need to be prevented.

Activity Plan.

Lewis will take over the duty of EVP Marketing after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

Production feature will certainly remain component of advertising and marketing under marketing feature.

Lewis will certainly divide herself from procedures.

A democratic management style with worker empowerment will certainly be used in advertising department.

Open up door plan as well as focus on cross department communication will certainly be aimed at removing disharmony.

Backup plan.

If the assimilation does not exercise as prepared, a backup plan would certainly adhere to which would separate the production feature from the advertising feature to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will be heading the marketing department without an SVP. In that case the production function will absolutely be separated by putting it under an SVP manufacturing.