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Ocean Carriers Case Study Analysis

Background and Facts

Ocean Carriers a workplace materials retailer for small as well as medium sized businesses has lately been involved in planning for a merger with its rival Residence Deport, which has influenced effectiveness degrees in departmentswith the senior manager involved in lawful complications presented by the government Profession Compensation. With the Marketing Head putting forward the news of his separation from the company in one year, Jeannie Lewis, the present head of procedures has actually been asked to take the role in the near future. With difficulties in the form of a prospective social change and low employee spirits, the organization needs a total reengineering initiative at the advertising and marketing department.

Problem Statement
Porter's 5 Forces Analysis
The prospective cultural change at the advertising department of Ocean Carriers is enhancing unpredictability in the workplace causing different difficulties for the Jeannie Lewis that would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in affecting strategic choices because Stapes Inc. needed to desert its strategies of merging with Workplace Deport after the Federal Trade Commission's intervention while doing so. Offered the truth that the shop has a worldwide visibility with branches in UK, UNITED STATES, Canada as well as Germany, political consider each of these countries may be able to influence performance or tactical objectives. Federal Trade Compensation's antitrust suit against the merging took up useful time of the company's elderly administration suggesting that 'political' factors can have major implications for a worldwide company.

Economic Factors: Financial factors such as the development of small companies in the international scenario recommend that Ocean Carriers is thriving in a setting where there is prospective development of businesses. In addition to this, truth that shop clients are mainly trying to find workplace products for office recommends that the market has an increasing trend of business owners and home based organisations.

Social factors: Social patterns in the economic climate show that consumers are trying to find ease as well as attractive rates. Market research shows how the customer for Ocean Carriers lacks awareness regarding discovering remedies which can provide a mix of comfort and also inexpensive.

Technical factors: Innovation plays a vital duty in Ocean Carriers's organisation approach specifically as the company is piloting Innovation centers which would certainly offer modern technology sales as well as support in the type of memory upgrades, peripheral installments. (Recap of PARASITE in appendix 2).

OB Issues as well as Manifestations.

Several underlying Business Behavior issues can be seen in Ocean Carriers's case as highlighted in this section.

Apprehensions regarding social adjustment: There is worry concerning a cultural adjustment that would certainly happen as soon as Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising And Marketing with most of the employee already revealing unhappiness over this possible step. This predicted change has actually created stress and anxiety in the workplace which has been coupled with the past stress and anxiety of preparing the company for a prospective merging with House Deport.
Pest Analysis
Demanding Task Environment for Newcomers: There is scarcity of workers that can match the demanding setting of a fast-paced company. Not only does this result in problem in discovering the right people, it puts stress on brand-new hires as can not stand up to the pace as well as stress that the organization expects them to bear.

Dual Reporting Lines: Newbies discover this organizational culture cumbersome and challenging to deal with especially as populated line connections are implied to be weak generally and objective setup and performance evaluation is still done by the strong line manager. This indicates that novices can shed clearness about their particular roles and objectives particularly as populated line reporting does not keep them in straight interaction with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor rather than Bridget Coles even though it had been speculated that the last would take Krasnow's position came as a blow to her spirits. Lewis might have been qualified and also proper for the task yet the fact that Kransnow's separation would certainly make Coles a straight record to Lewis might have been the reason for Coles' resignation from services.

Anxiety & Work Insecurity: Concern and insecurity can be determined as 2 significant concerns that Lewis would be dealing with particularly as the merger has currently be cancelled and 2 elderly execs of the marketing department would certainly be leaving. The entire responsibility of the division would certainly be dropping on Lewis's shoulders that would certainly not just supervise of brining about a cultural modification however would certainly likewise have to prove herself in her new function.

Incompatible Monitoring Design of Leader: Lewis's administration style as well as its conflict with the marketing division's duty can also be seen as an OB difficulty especially as she has been made use of to dealing with concerns in the procedures department where employees are educated to concentrate on processes and also get them. The marketing department on the other hand can be seen as a team of people that are made use of to being nurtured by Krasnow who concentrated much more on output than procedures.

Interdepartmental Arguments: Interdepartmental disputes between three departments, advertising and marketing, merchandizing as well as procedures specifically over the appropriation of the marketing mix can be recognized as another OB issue. The marketing division does not share the exact same vision as the various other 2 departments relating to the aloocation of the marketing mix twoards promos and advertsing, the merchandizing and procedures departments do not agree over the advertising and marketing mix allowance among one another either.

Disintegration in Marketing Division: Fragmentation between the marketing and advertising divisions can be recognized as an additional OB concern which could need additional interest. The truth that the marketing and advertising sections in the marketing division are separated is avoiding both departments from getting from each various other's experience and also experience. Combination of advertising with retailing as well as procedures would certainly become more difficult if the advertising department itself is disintegrated which can be another potential OB worry.

Ocean Carriers Analysis

Various theories have been used to describe the scenarios to get further clearness regarding the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of managers believe that subordinates are easy and careless, have little passion and resist change. The scenario at Ocean Carriers is not totally complying with Concept X, it can be seen that brand-new hires are finding this environment rather demanding which may eventually lead to a greater inclination of the management towards Concept X. Even while examining Lewis's administration style, theory X might have been suitable in the procedures department to some degree but the Advertising and marketing division would certainly need dependence on Theory Y in order to get the creativity as well as creativity from the groups.

Tuckman's Synergy Theory: As far as Lewis's concern regarding bringing consistency in between the marketing and advertising division is worried, this would at first cause clash as reviewed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). According to Tuckman's theory displayed in appendix 3, during the first stage of group development, individuals might not bond, as they are active finding their place in the group. By incorporating the marketing and advertising division's work, there might be the same initial disconnect which can cause the second stage of 'storming' where the teams test one another. Nonetheless, it is just throughout the 3rd stage or 'norming' when they would certainly integrate to share suggestions before the group can cause harmony in the 4th phase 'performing'.

When individuals are offered with modification, they get in stage one and so there may be emotions like unhappiness, unpredictability, disappointment, rage, worry, rejection and also disorientation.The scenario at the marketing department of Ocean Carriers is comparable so Lewis can get comfortable with the idea that it is not phenomenal behavior. It is during this phase that Lewis will certainly have to provide support to the department so that they can locate a sense of instructions. It can be seen exactly how Krasnow has currently made this transition much easier by making Lewis get entailed in the department a year prior to his actual departure.
Vrio Analysis
Maslow's Need power structure: The OB issue related to instability at the work environment has been set off first of all by the modification in management and also secondly by the reality that the merging will certainly no more be started. Abraham Maslow in his Theory of 'Needs Pecking order' (appendix 5) has reviews the importance of 'security needs as being a lower degree demand of a human for activating motivation. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the demand to feel secure and untouched' is at the second degree of needs. Prior to a staff member can be made to develop emotionally, he requires to have his 'Physiological 'as well as 'Safety and security' needs satisfied. This suggests that unless the employees are made to really feel protected about their current work standing in Ocean Carriers they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Ocean Carriers Case Study

Effects of Analysis.

The OB analysis has actually taken a look at numerous concepts to comprehend exactly how to cope with the current circumstance available. The adhering to 3 options have actually been recommended to aid Lewis deal with the business challenges in the advertising and marketing department. Each of these options has actually been suggested for relieving the change required to bring the advertising and marketing division in line with the requirements of the marketplace and also for making the social adjustment that would adhere to as soon as the current leader leaves.

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

Analysis of Alternatives.

Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merging days has expertise in business-to-business marketing along with company and retail marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to take care of both marketing and marketing features.

The advantage of this approach is that it will certainly incorporate both features while decreasing the need for hiring an extra resource for marketing. Lewis would be heading the advertising and marketing department and in any type of case her substitute would certainly be required for the current role that she is doing. The disadvantage of this choice is that external hiring might produce bitterness from internal workers that may be looking at the placement of EVP after Lewis takes over Krasnow's placement.

Separating Adverting and Production: Given the affordable stress and high quality job required from the advertising agency, it is suggested that Lewis must permit the production system to be a different feature from the marketing system. Considering that a lot of advertising agencies had these 2 functions as separate units, it makes even more sense to follow the norm. In addition to this, both functions may be able to focus on their core turns on extra successfully. Nevertheless, the drawback of this method would certainly be that extra prices would certainly need to be birthed for setting up separate production functions. In addition to this, a production head may need to be worked with which might boost overheads for the organization.

Combination of Advertising with Procedures: Considering that Lewis is currently looking after the marketing as well as procedures divisions at the same time; it makes sense to integrate the two features given that she has been successfully looking after both ends. The fact that both departments currently have significant distinctions over allotment of sources recommends that this integration might have the ability to bring about harmony specifically as Lewis would certainly be heading both ends.However there are different negative aspects of this action especially as it would certainly place excessive concern over Lewis's shoulders. The truth that Lewis has to adapt her monitoring style for the advertising division recommends that these two divisions would certainly be culturally varied. In addition to this, Lewis might not have the ability to use one type of leadership style to both divisions which might cause inadequacy in either one of both functions.


An analysis of the 3 options shows that integration of advertising and marketing and also procedures would certainly not be a possible action as a result of the huge differences between both divisions despite the fact that presently Lewis is managing both. While splitting up of the manufacturing feature may have been a beneficial action for the advertising and marketing department, the truth that it would certainly indicate placing a 3rd feature under Lewis's wing means this ought to be stayed clear of. The integration of the advertising and marketing department is the most effective choice in terms of obtaining the optimum results from the department. An activity prepare for this choice is reviewed listed below.

Activity Plan.
Lewis will take control of the duty of EVP Advertising after Krasnow leaves.

Marketing and advertising functions would be combined.

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

Manufacturing function will stay part of marketing under advertising and marketing function.

Lewis will certainly separate herself from operations.

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

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

Contingency plan.

If the integration does not work out as prepared, a contingency strategy would adhere to which would certainly separate the manufacturing feature from the marketing function to reduce the load on the SVP of marketing and advertising. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the marketing department without an SVP. Because case the manufacturing feature will definitely be divided by placing it under an SVP production.