Screen Microtech Inc Case Study Analysis


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Background and Facts

Screen Microtech Inc an office materials merchant for tiny and also average sized businesses has just recently been involved in preparing for a merging with its competitor Home Deport, which has influenced effectiveness levels in departmentswith the elderly supervisor involved in lawful issues put forth by the government Profession Compensation. With the Advertising Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the existing head of procedures has been asked to take the role in the future. With difficulties in the kind of a possible social adjustment as well as low worker morale, the organization wants a complete reengineering effort at the marketing division.

Problem Statement
Porter's 5 Forces Analysis
The possible social adjustment at the advertising department of Screen Microtech Inc is boosting uncertainty in the working environment resulting in different difficulties for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in impacting critical decisions given that Stapes Inc. needed to abandon its plans of combining with Office Deport after the Federal Profession Payment's treatment while doing so. Given the truth that the store has an international existence with branches in UK, USA, Canada and Germany, political factors in each of these nations may be able to impact efficiency or tactical objectives. Federal Profession Commission's antitrust fit against the merger took up valuable time of the company's senior management recommending that 'political' factors can have major implications for a worldwide business.

Economic Factors: Financial factors such as the appearance of small companies in the international scenario suggest that Screen Microtech Inc is growing in a setting where there is potential growth of organisations. Reality that shop customers are mainly looking for workplace materials for residence offices suggests that the market has a rising pattern of business owners and house based businesses.

Social factors: Social fads in the economic situation show that consumers are seeking comfort in addition to attractive rates. Market research demonstrates how the customer for Screen Microtech Inc does not have awareness regarding locating remedies which can offer a combination of ease as well as affordable.

Technical factors: Modern technology plays a vital duty in Screen Microtech Inc's service approach especially as the organization is piloting Innovation facilities which would offer technology sales and assistance in the form of memory upgrades, outer installations. (Summary of PARASITE in appendix 2).

OB Issues and also Effects.

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

Apprehensions about social modification: There is concern regarding a social change that would occur once Todd Krasnow leaves from his position as the Executive Vice Head Of State of Marketing with the majority of the personnel already showing unhappiness over this potential move. This predicted adjustment has developed stress and anxiety in the workplace which has actually been combined with the previous tension of preparing the firm for a prospective merger with Home Deport.
Pest Analysis
Demanding Task Setting for Newcomers: There is scarcity of workers that can match the stressful setting of a fast-paced organization. Not only does this cause difficulty in locating the appropriate individuals, it puts stress on new hires as can not withstand the rate and also stress that the organization expects them to birth.

Double Coverage Lines: Novices discover this business society difficult and also difficult to cope with especially as populated line relationships are meant to be weak in general and objective setup as well as performance evaluation is still done by the strong line manager. This means that newcomers could shed clarity about their corresponding duties and objectives specifically as dotted line reporting does not maintain them in direct communication with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles despite the fact that it had actually been hypothesized that the latter would certainly take Krasnow's position came as a blow to her morale. Lewis might have been qualified and also ideal for the job yet the truth that Kransnow's departure would make Coles a straight report to Lewis might have been the reason for Coles' resignation from services.

Worry & Task Insecurity: Anxiety and also instability can be determined as two major concerns that Lewis would be taking care of specifically as the merger has actually currently be cancelled as well as 2 elderly execs of the advertising department would be leaving. The entire obligation of the department would certainly be dropping on Lewis's shoulders who would certainly not simply be in charge of brining regarding a social modification however would likewise need to confirm herself in her new function.

Incompatible Monitoring Style of Leader: Lewis's administration design as well as its incompatibility with the marketing department's function can additionally be viewed as an OB challenge specifically as she has been utilized to taking care of issues in the operations department where employees are educated to focus on processes and also get them right. The advertising and marketing department on the various other hand can be seen as a team of people who are utilized to being nurtured by Krasnow that focused more on output than processes.

Interdepartmental Differences: Interdepartmental differences in between three divisions, marketing, merchandizing as well as procedures respectively over the allocation of the marketing mix can be recognized as one more OB worry. Although the advertising department does not share the exact same vision as the various other two divisions relating to the aloocation of the advertising mix twoards promotions and advertsing, the merchandizing as well as procedures divisions do not concur over the advertising mix allocation amongst each other either.

Fragmentation in Marketing Division: Fragmentation between the advertising and marketing divisions can be identified as one more OB issue which could need additional attention. The reality that the marketing and advertising sections in the marketing division are detached is avoiding both divisions from gaining from each various other's experience as well as knowledge. Combination of advertising and marketing with merchandising and operations would end up being harder if the advertising and marketing division itself is broken down which can be one more possible OB problem.

Screen Microtech Inc Analysis

Various concepts have been made use of to describe the conditions to obtain more quality regarding the scenario handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, a lot of supervisors believe that subordinates are easy as well as lazy, have little aspiration as well as stand up to change. The tough version of this concept emphasized threat, tight controls, hazards as well as penalties. Over time it produces reduced performance, refined sabotage as well as competition (Deal, 2003). The circumstance at Screen Microtech Inc is not totally adhering to Theory X, it can be seen that brand-new hires are discovering this environment instead difficult which might ultimately lead to a greater inclination of the administration towards Theory X. As per McGregor's advocated view, which he called Concept Y, the crucial job of the monitoring is to prepare business problems so that individuals can attain their own objectives best by guiding their efforts in the direction of organizational incentives. If individuals locate no fulfillment in their work, the administration would have little choice however to rely on concept X and external control (Bargain, 2003). Also while assessing Lewis's administration design, concept X might have appropriated in the procedures division somewhat yet the Advertising division would certainly require reliance on Concept Y in order to get the creativity and also creativity from the teams.

Tuckman's Team effort Theory: As much as Lewis's concern regarding bringing consistency in between the marketing and advertising department is concerned, this would at first lead to contrast as talked about by Bruce Tuckman in his 'Teamwork Concept'. By incorporating the marketing as well as marketing department's work, there may be the exact same preliminary detach which could lead to the 2nd phase of 'storming' where the teams challenge one an additional.

Bridges' Shift Model: Based On William Bridge's concept (appendix 4), individuals are fairly awkward with adjustment, which is obvious by the scenario at Screen Microtech Inc The scenario can be seen as a typical training course of life if is researched as per Bridge's concept where he describes that individuals undergo three phases of shift when they experience change. 'End, shedding and Releasing', The Neutral Zone and 'The New Starting' (Bridges, 2004). When individuals are presented with adjustment, they get in stage one therefore there may be emotions like despair, unpredictability, stress, temper, concern, rejection and also disorientation.The situation at the marketing division of Screen Microtech Inc is similar so Lewis can obtain comfortable with the concept that it is not remarkable behavior. In the 2nd phase, there might be a need to link the gap between the brand-new and also old society so Lewis may have to encounter this ordeal as soon as Krasnow leaves. There may be low spirits as well as low efficiency at this phase which should not be taken as a setback. It is during this phase that Lewis will need to provide assistance to the department to make sure that they can find an orientation. It can be seen exactly how Krasnow has already made this change less complicated by making Lewis get associated with the department a year before his actual departure. Based on Bridges' Version, phase three will certainly cause visibility to knowing, High power and commitment as individuals will embrace the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has goes over the importance of 'security requires as being a lower level demand of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe and secure and out of threat' is at the 2nd level of demands. Prior to a worker can be made to establish emotionally, he requires to have his 'Physical 'and 'Security' needs fulfilled.

SWOT Analysis for Screen Microtech Inc Case Study

Ramification of Analysis.

The OB analysis has actually checked out different concepts to understand how to cope with the existing situation at hand. The complying with 3 alternatives have actually been recommended to aid Lewis manage the organizational challenges in the advertising department. Each of these options has been proposed for reducing the shift required to bring the advertising and marketing department in accordance with the demands of the marketplace and for making the social adjustment that would certainly follow once the present leader leaves.

Assimilation of advertising and marketing functions. Dividing Adverting and Production features. Integration of Marketing with Workflow.

Evaluation of Alternatives.

Judith Shapiro who has actually earlier been spoken with by Lewis during the earlier merger days has experience in business-to-business marketing along with agency and retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to manage both advertising and marketing and also advertising functions.

The advantage of this method is that it will incorporate the two features while lowering the demand for working with an added resource for marketing. Lewis would be heading the marketing department and in any kind of case her replacement would be required for the present role that she is performing. The downside of this choice is that outside hiring might cause resentment from inner personnel that may be considering the placement of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting as well as Manufacturing: Provided the affordable pressures and high top quality work called for from the advertising and marketing firm, it is recommended that Lewis should enable the manufacturing system to be a different function from the marketing unit. Because most advertising and marketing companies had these two functions as different units, it makes even more feeling to comply with the norm.

Assimilation of Marketing with Procedures: Given that Lewis is already caring for the advertising and marketing and procedures divisions all at once; it makes sense to integrate both functions given that she has been efficiently dealing with both ends. The fact that the two departments currently have significant differences over allowance of sources recommends that this combination might have the ability to cause harmony particularly as Lewis would certainly be heading both ends.However there are various negative aspects of this relocation specifically as it would certainly put too much worry over Lewis's shoulders. The fact that Lewis has to adapt her monitoring style for the advertising and marketing division recommends that these 2 departments would be culturally diverse. Lewis might not be able to apply one type of leadership design to both divisions which might result in inadequacy in either one of the 2 features.


An assessment of the 3 choices shows that combination of advertising and marketing and procedures would not be a viable move due to the substantial distinctions in between the two departments despite the fact that presently Lewis is dealing with both. While splitting up of the manufacturing function may have been a desirable step for the advertising and marketing division, the reality that it would suggest positioning a 3rd function under Lewis's wing suggests this need to be stayed clear of. The integration of the advertising and marketing department is the most effective option in terms of getting the ideal arise from the division. An action plan for this option is talked about listed below.

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

Advertising and Marketing functions would be combined.

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

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

Lewis will certainly separate herself from procedures.

An autonomous leadership design with employee empowerment will be utilized in marketing department.

Open up door plan as well as emphasis on cross department communication will be aimed at getting rid of discord.

Contingency plan.

If the integration does not exercise as planned, a contingency plan would follow which would certainly separate the manufacturing feature from the marketing function to reduce the load on the SVP of advertising and marketing. In case Judith Shapiro does not get hired, Lewis will certainly be heading the advertising and marketing division without an SVP. Because case the manufacturing function will definitely be separated by putting it under an SVP production.