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Screen Microtech Inc Case Study Solution

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Screen Microtech Inc Case Study Solution

Background and Facts

Screen Microtech Inc a workplace products merchant for little as well as moderate sized organisations has recently been associated with preparing for a merging with its competitor Residence Deport, which has impacted effectiveness degrees in departmentswith the senior manager involved in legal difficulties put forth by the federal Trade Commission. With the Advertising Head advancing the news of his separation from the business in one year, Jeannie Lewis, the existing head of operations has actually been asked to take the function in the near future. With obstacles in the type of a possible social change and also reduced employee spirits, the company is in need of a complete reengineering effort at the marketing department.

Trouble Declaration
Porter's 5 Forces Analysis
The prospective social adjustment at the advertising and marketing department of Screen Microtech Inc is raising uncertainty in the workplace causing numerous challenges 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 significant role in impacting critical choices given that Stapes Inc. needed to desert its strategies of merging with Workplace Deport after the Federal Profession Payment's intervention at the same time. Provided the reality that the shop has a worldwide presence with branches in UK, USA, Canada and Germany, political factors in each of these nations might have the ability to affect efficiency or tactical objectives. Federal Profession Commission's antitrust match versus the merging took up valuable time of the organization's senior management recommending that 'political' factors can have serious implications for a worldwide company.

Economic Factors: Economic factors such as the emergence of small businesses in the international situation suggest that Screen Microtech Inc is thriving in a setting where there is possible development of businesses. Along with this, fact that store customers are mainly searching for workplace products for office recommends that the market has a rising trend of entrepreneurs as well as home organisations.

Social factors: Social fads in the economy show that consumers are trying to find convenience as well as eye-catching costs. Marketing research demonstrates how the consumer for Screen Microtech Inc does not have understanding regarding discovering options which can provide a mix of comfort and also affordable.

Technological factors: Modern technology plays a vital role in Screen Microtech Inc's organisation method especially as the organization is piloting Modern technology facilities which would provide technology sales as well as support in the type of memory upgrades, peripheral setups. (Recap of BUG in appendix 2).

OB Issues and Symptoms.

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

Apprehensions regarding cultural change: There is uneasiness about a social modification that would certainly happen as soon as Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Advertising And Marketing with most of the staff members already showing discontent over this possible action. This predicted modification has created stress in the workplace which has actually been combined with the past stress of preparing the company for a potential merger with Residence Deport.
Pest Analysis
Difficult Work Setting for Newcomers: There is scarcity of workers that can match the demanding setting of a fast-paced company. Not just does this cause trouble in discovering the best people, it puts tension on brand-new hires as can not hold up against the speed as well as pressure that the company anticipates them to bear.

Twin Coverage Lines: Newbies locate this business society difficult and difficult to deal with specifically as dotted line partnerships are implied to be weaker in general and also unbiased setting and efficiency evaluation is still done by the solid line manager. This indicates that newcomers can lose quality regarding their respective duties as well as objectives particularly as populated line reporting does not maintain them in direct communication with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles despite the fact that it had been hypothesized that the last would certainly take Krasnow's placement came as a strike to her morale. Lewis may have been capable and suitable for the job but the fact that Kransnow's departure would make Coles a straight record to Lewis might have been the reason for Coles' resignation from services.

Fear & Work Insecurity: Worry and instability can be determined as 2 major concerns that Lewis would be dealing with specifically as the merger has actually currently be cancelled and two elderly executives of the advertising division would be leaving. The entire obligation of the division would be falling on Lewis's shoulders that would not simply supervise of brining regarding a social change however would also need to show herself in her brand-new duty.

Incompatible Administration Style of Leader: Lewis's monitoring style as well as its incompatibility with the advertising division's duty can additionally be viewed as an OB difficulty especially as she has been utilized to dealing with problems in the operations division where employees are instructed to concentrate on procedures and also obtain them right. The advertising department on the other hand can be seen as a team of individuals who are used to being supported by Krasnow who focused much more on outcome than processes.

Interdepartmental Disagreements: Interdepartmental disagreements between 3 divisions, marketing, merchandizing and also procedures specifically over the allowance of the marketing mix can be identified as an additional OB worry. The marketing division does not share the same vision as the other 2 departments pertaining to the aloocation of the advertising mix twoards promotions and also advertsing, the merchandizing and also procedures divisions do not agree over the advertising mix appropriation among one another either.

Disintegration in Advertising Department: Disintegration in between the marketing and advertising divisions can be recognized as an additional OB concern which could need further attention. The truth that the advertising and marketing areas in the advertising division are disconnected is protecting against both divisions from getting from each other's experience as well as knowledge. Assimilation of marketing with retailing and also operations would certainly come to be harder if the marketing department itself is degenerated which can be one more possible OB worry.

Screen Microtech Inc Analysis

Numerous theories have actually been made use of to describe the situations to get more clearness regarding the situation available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of managers believe that staffs are passive as well as careless, have little aspiration as well as resist adjustment. The scenario at Screen Microtech Inc is not totally adhering to Theory X, it can be seen that new hires are locating this atmosphere instead demanding which might ultimately lead to a higher disposition of the administration in the direction of Concept X. Also while analyzing Lewis's monitoring design, theory X might have been appropriate in the procedures department to some level yet the Advertising and marketing division would certainly need reliance on Concept Y in order to get the creativity as well as creativity from the groups.

Tuckman's Team effort Concept: As much as Lewis's concern regarding bringing consistency between the advertising and marketing and advertising division is worried, this would at first lead to contrast as reviewed by Bruce Tuckman in his 'Team effort Concept'. By combining the advertising and marketing and also marketing division's work, there might be the exact same preliminary detach which could lead to the second phase of 'storming' where the groups test one another.

When people are presented with change, they get in stage one and so there might be feelings like unhappiness, unpredictability, frustration, anger, fear, denial and also disorientation.The scenario at the advertising division of Screen Microtech Inc is comparable so Lewis can get comfortable with the idea that it is not amazing habits. It is during this stage that Lewis will certainly have to offer support to the division so that they can discover a sense of instructions. It can be seen exactly how Krasnow has already made this shift simpler by making Lewis get involved in the department a year before his real separation.
Vrio Analysis
Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has discusses the relevance of 'security requires as being a reduced level requirement of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the requirement to feel protected as well as out of threat' is at the 2nd degree of needs. Prior to a staff member can be made to create psychologically, he needs to have his 'Physical 'and also 'Safety' needs satisfied.

SWOT Analysis for Screen Microtech Inc Case Study



Implication of Analysis.

The OB analysis has looked at various concepts to understand exactly how to manage the current scenario available. The following 3 choices have been recommended to help Lewis handle the business challenges in the advertising and marketing division. Each of these choices has been recommended for reducing the change needed to bring the advertising and marketing department in accordance with the demands of the marketplace and also for making the cultural adjustment that would follow once the existing leader leaves.

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

Assessment of Alternatives.

Assimilation of Marketing & Advertising Functions: The in-house advertising and marketing firm of Screen Microtech Inc is currently toughness for the company in regards to saving up on expenses related to advertising and marketing and also promotion. Since no new employment has actually been done after Bridget Cole's separation with the coverage line being straight appointed to Krasnow for the marketing function, this is a positive possibility for incorporating the advertising and marketing features. Judith Shapiro who has earlier been spoken with by Lewis throughout the earlier merging days has know-how in business-to-business marketing together with firm and also retail advertising and marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to handle both marketing and advertising functions.

The advantage of this method is that it will incorporate both functions while lowering the requirement for employing an extra source for advertising. Lewis would certainly be heading the advertising department and in any case her substitute would be required for the current function that she is executing. The disadvantage of this choice is that external hiring might produce resentment from internal employees who may be considering the placement of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting as well as Production: Provided the affordable stress and also high quality job called for from the marketing company, it is suggested that Lewis ought to allow the production device to be a different function from the advertising unit. Because a lot of advertising companies had these 2 features as different systems, it makes more feeling to adhere to the norm.

Integration of Marketing with Workflows: Considering that Lewis is currently taking care of the advertising as well as operations divisions all at once; it makes good sense to incorporate both features given that she has actually been efficiently looking after both ends. The reality that the two divisions currently have major distinctions over allowance of resources suggests that this integration may have the ability to cause consistency specifically as Lewis would certainly be heading both ends.However there are numerous negative aspects of this move especially as it would put excessive worry over Lewis's shoulders. The truth that Lewis needs to adapt her management style for the advertising and marketing department suggests that these 2 divisions would certainly be culturally varied. Along with this, Lewis may not be able to use one type of leadership style to both divisions which might cause inadequacy in either among both functions.

Referral.



An examination of the 3 choices suggests that combination of advertising as well as procedures would certainly not be a viable relocation because of the substantial differences between both divisions although that presently Lewis is handling both. While separation of the production function might have been a positive relocation for the advertising and marketing division, the fact that it would mean putting a 3rd feature under Lewis's wing suggests this must be stayed clear of. The integration of the advertising department is the very best choice in terms of getting the optimal results from the division. An activity plan for this option is discussed below.

Activity Plan.
Recommendation
Lewis will certainly take control of the function of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

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

Production function will certainly continue to be component of marketing under advertising and marketing function.

Lewis will separate herself from operations.

A democratic leadership style with staff member empowerment will certainly be used in marketing department.

Open up door policy and also focus on cross departmental interaction will be focused on getting rid of disharmony.

Backup plan.

If the integration does not exercise as intended, a contingency plan would certainly follow which would certainly divide the production feature from the advertising and marketing feature to reduce the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will be heading the advertising department without an SVP. Because case the manufacturing function will certainly be divided by positioning it under an SVP production.