Ocular Case Study Help


Home >> Harvard >> Ocular >>

Ocular Case Study Help

Background and Facts

Ocular a workplace products seller for small and medium sized businesses has recently been involved in planning for a merging with its rival Residence Deport, which has affected effectiveness degrees in departmentswith the senior supervisor associated with lawful complications put forth by the government Profession Commission. With the Advertising and marketing Head putting forward the news of his departure from the firm in one year, Jeannie Lewis, the existing head of operations has been asked to take the role in the future. With difficulties in the kind of a potential cultural adjustment as well as reduced employee morale, the company needs a complete reengineering initiative at the advertising department.

Issue Statement
Porter's 5 Forces Analysis
The possible cultural change at the marketing division of Ocular is enhancing uncertainty in the working environment bring about different challenges for the Jeannie Lewis that would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in affecting tactical decisions because Stapes Inc. needed to abandon its plans of merging with Workplace Deport after the Federal Profession Compensation's intervention at the same time. Offered the reality that the shop has an international existence with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these countries may be able to impact performance or critical goals. Federal Trade Commission's antitrust fit against the merging occupied important time of the organization's senior management suggesting that 'political' factors can have severe effects for a worldwide service.

Economic Factors: Financial factors such as the introduction of small companies in the global circumstance recommend that Ocular is flourishing in an environment where there is potential growth of services. Truth that store clients are mostly looking for office products for house offices suggests that the market has an increasing fad of business owners and also home based businesses.

Social factors: Social trends in the economic climate reveal that consumers are looking for convenience in addition to eye-catching prices. Market research shows how the consumer for Ocular lacks awareness about discovering remedies which can provide a mix of ease and also low costs.

Technical factors: Technology plays a vital function in Ocular's organisation method particularly as the company is piloting Modern technology centers which would supply modern technology sales and also support in the kind of memory upgrades, peripheral setups. (Summary of BUG in appendix 2).

OB Issues as well as Effects.

Several underlying Organizational Habits issues can be seen in Ocular's case as highlighted in this area.

Concerns regarding social modification: There is apprehension regarding a cultural modification that would occur when Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Advertising with most of the employee already revealing discontent over this possible action. This predicted change has actually developed stress in the work environment which has been combined with the previous stress and anxiety of preparing the firm for a potential merging with House Deport.
Pest Analysis
Stressful Task Setting for Newcomers: There is scarcity of workers that can match the demanding environment of a busy company. Not just does this bring about problem in locating the appropriate individuals, it puts stress and anxiety on brand-new hires as can not hold up against the speed and pressure that the organization expects them to birth.

Double Coverage Lines: Novices locate this organizational society difficult and challenging to deal with especially as dotted line relationships are suggested to be weaker in general as well as objective setup and performance assessment is still done by the strong line supervisor. This means that beginners might lose clearness concerning their particular roles as well as goals particularly as dotted line reporting does not keep them in direct interaction with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles even though it had actually been speculated that the last would take Krasnow's setting came as an impact to her spirits. Lewis might have been qualified and ideal for the work but the reality that Kransnow's departure would certainly make Coles a straight record to Lewis may have been the factor for Coles' resignation from solutions.

Fear & Work Instability: Fear as well as insecurity can be recognized as 2 significant problems that Lewis would certainly be dealing with particularly as the merger has actually now be terminated and two elderly execs of the advertising and marketing division would be leaving. The entire obligation of the department would certainly be falling on Lewis's shoulders who would not simply supervise of brining concerning a social modification however would certainly likewise need to verify herself in her new role.

Incompatible Monitoring Style of Leader: Lewis's monitoring design and its incompatibility with the marketing department's function can also be seen as an OB difficulty specifically as she has actually been utilized to managing concerns in the operations department where workers are instructed to concentrate on processes and also get them right. The advertising department on the various other hand can be viewed as a team of people that are made use of to being supported by Krasnow who focused extra on result than procedures.

Interdepartmental Differences: Interdepartmental differences between 3 divisions, advertising and marketing, merchandizing and also operations specifically over the allotment of the advertising and marketing mix can be determined as another OB concern. Although the advertising and marketing division does not share the same vision as the other 2 divisions relating to the aloocation of the advertising mix twoards promos and also advertsing, the merchandizing and procedures departments do not concur over the marketing mix allocation amongst each other either.

Fragmentation in Advertising And Marketing Division: Fragmentation between the advertising and marketing divisions can be recognized as one more OB concern which can need further attention. The reality that the advertising and marketing areas in the marketing department are detached is avoiding both departments from acquiring from each other's experience and also know-how. Integration of marketing with merchandising and procedures would certainly end up being more difficult if the marketing department itself is broken down which can be one more prospective OB concern.

Ocular Analysis

Different concepts have actually been made use of to clarify the scenarios to get more quality about the circumstance at hand.
Swot Analysis
McGregor's Concept 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 withstand change. The scenario at Ocular is not completely adhering to Theory X, it can be seen that brand-new hires are discovering this setting rather demanding which might eventually lead to a higher disposition of the management in the direction of Concept X. Even while evaluating Lewis's monitoring design, concept X might have been ideal in the operations division to some extent however the Marketing department would call for reliance on Concept Y in order to obtain the creativity and creativity from the groups.

Tuckman's Team effort Concept: As much as Lewis's problem regarding bringing consistency in between the advertising and also advertising and marketing division is concerned, this would at first lead to contrast as gone over by Bruce Tuckman in his 'Synergy Theory'. By integrating the advertising and marketing as well as marketing department's work, there may be the same first disconnect which can lead to the second phase of 'storming' where the teams challenge one an additional.

When people are presented with change, they enter phase one and so there may be feelings like sadness, unpredictability, frustration, rage, concern, rejection as well as disorientation.The situation at the advertising department of Ocular is comparable so Lewis can obtain comfortable with the suggestion that it is not amazing actions. It is during this stage that Lewis will certainly have to give advice to the department so that they can find a feeling of direction. It can be seen exactly how Krasnow has already made this shift much easier by making Lewis obtain included in the division a year prior to his actual departure.
Vrio Analysis
Maslow's Demand power structure: The OB concern pertaining to insecurity at the office has actually been activated firstly by the adjustment in management as well as secondly by the reality that the merger will certainly no longer be started. Abraham Maslow in his Concept of 'Demands Hierarchy' (appendix 5) has discusses the importance of 'protection requires as being a reduced degree requirement of a human for triggering inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to feel secure and safe' is at the second level of needs. Prior to a staff member can be made to create mentally, he needs to have his 'Physiological 'and 'Safety' requires fulfilled. This shows that unless the personnel are made to feel secure about their current employment standing in Ocular they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Ocular Case Study

Implication of Analysis.

The OB analysis has actually taken a look at numerous concepts to understand exactly how to cope with the current situation available. The complying with three choices have actually been proposed to assist Lewis manage the organizational obstacles in the advertising and marketing department. Each of these choices has been proposed for alleviating the transition required to bring the advertising division in line with the needs of the marketplace and also for making the cultural adjustment that would certainly adhere to when the present leader leaves.

Integration of advertising and marketing features. Separating Adverting as well as Production functions. Combination of Marketing with Procedures.

Examination of Alternatives.

Assimilation of Marketing & Marketing Functions: The in-house advertising and marketing agency of Ocular is currently toughness for the organization in regards to conserving up on overheads related to marketing and promo. Considering that no new employment has been done after Bridget Cole's separation with the reporting line being straight assigned to Krasnow for the advertising feature, this is a beneficial chance for incorporating the marketing and advertising functions. Judith Shapiro who has earlier been talked to by Lewis during the earlier merging days has experience in business-to-business advertising and marketing in addition to firm and retail marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to manage both marketing and advertising features.

The benefit of this strategy is that it will integrate the two functions while decreasing the requirement for hiring an additional resource for advertising. In addition to this, Lewis would be heading the marketing division and also regardless her replacement would be needed for the present role that she is carrying out. The drawback of this choice is that external hiring may cause resentment from internal workers that might be considering the placement of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting as well as Manufacturing: Given the competitive pressures and high quality job needed from the advertising agency, it is recommended that Lewis ought to enable the manufacturing device to be a different function from the advertising device. Because most ad agency had these 2 features as different devices, it makes more sense to adhere to the norm. Both functions might be able to concentrate on their core activates extra efficiently. Nonetheless, the drawback of this approach would certainly be that added costs would need to be borne for setting up separate manufacturing functions. A manufacturing head may have to be employed which could enhance expenses for the organization.

Assimilation of Advertising with Procedures: Considering that Lewis is already caring for the advertising and marketing and operations departments at the same time; it makes good sense to incorporate the two functions because she has actually been efficiently caring for both ends. The truth that both divisions currently have significant distinctions over appropriation of sources suggests that this assimilation may be able to cause harmony especially as Lewis would certainly be heading both ends.However there are different downsides of this move especially as it would certainly place way too much burden over Lewis's shoulders. The truth that Lewis needs to adapt her management style for the advertising and marketing division suggests that these two departments would be culturally diverse. In addition to this, Lewis may not be able to use one kind of management design to both divisions which might cause inefficiency in either one of the two features.


An analysis of the three options suggests that combination of advertising and also procedures would not be a possible action due to the vast differences between the 2 divisions regardless of the fact that currently Lewis is handling both. While splitting up of the manufacturing feature may have been a desirable step for the advertising department, the fact that it would certainly imply positioning a 3rd feature under Lewis's wing suggests this ought to be stayed clear of.

Action Plan.
Lewis will take control of the role of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would certainly be merged.

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

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

Lewis will divide herself from operations.

An autonomous management style with worker empowerment will certainly be utilized in advertising department.

Open up door plan and also focus on cross departmental communication will certainly be focused on eliminating discord.

Backup strategy.

If the combination does not work out as planned, a contingency strategy would certainly follow which would certainly separate the manufacturing function from the marketing function to lower the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the advertising and marketing department without an SVP. In that case the production function will most definitely be separated by putting it under an SVP production.