Singapore Airlines In Talks To Invest In Jeju Air Case Study Analysis


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Singapore Airlines In Talks To Invest In Jeju Air Case Study Solution

Background and Facts

Singapore Airlines In Talks To Invest In Jeju Air an office supplies retailer for little and also moderate sized businesses has lately been associated with preparing for a merging with its competitor Residence Deport, which has actually affected effectiveness levels in departmentswith the elderly manager associated with legal difficulties presented by the federal Profession Commission. With the Advertising and marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the current head of procedures has been asked to take the role in the future. With obstacles in the kind of a prospective social modification and also low employee spirits, the organization is in need of a total reengineering initiative at the advertising division.

Trouble Statement
Porter's 5 Forces Analysis
The potential cultural change at the marketing department of Singapore Airlines In Talks To Invest In Jeju Air is boosting unpredictability in the working environment leading to different obstacles for the Jeannie Lewis who would be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in impacting calculated decisions because Stapes Inc. needed to abandon its plans of merging with Office Deport after the Federal Trade Commission's intervention at the same time. Provided the truth that the shop has a global visibility with branches in UK, U.S.A., Canada and Germany, political consider each of these countries might have the ability to influence performance or tactical goals. Federal Profession Commission's antitrust fit versus the merger occupied important time of the organization's senior monitoring suggesting that 'political' factors can have major effects for an international service.

Economic Factors: Financial factors such as the emergence of local business in the global situation suggest that Singapore Airlines In Talks To Invest In Jeju Air is prospering in a setting where there is prospective development of organisations. Along with this, fact that store consumers are primarily trying to find workplace supplies for home offices suggests that the market has a climbing fad of entrepreneurs and online services.

Social factors: Social patterns in the economic situation show that customers are searching for ease in addition to attractive prices. Market research demonstrates how the customer for Singapore Airlines In Talks To Invest In Jeju Air lacks awareness regarding discovering remedies which can use a combination of benefit as well as inexpensive.

Technical factors: Technology plays a vital duty in Singapore Airlines In Talks To Invest In Jeju Air's organisation technique specifically as the organization is piloting Modern technology centers which would supply modern technology sales and assistance in the type of memory upgrades, peripheral installments. (Recap of PEST in appendix 2).

OB Issues as well as Manifestations.

A number of underlying Organizational Actions concerns can be seen in Singapore Airlines In Talks To Invest In Jeju Air's case as highlighted in this section.

Apprehensions about social adjustment: There is concern concerning a social modification that would certainly take place as soon as Todd Krasnow leaves from his position as the Exec Vice President of Advertising And Marketing with a lot of the employee already revealing unhappiness over this possible action. This expected change has created stress in the office which has been combined with the past tension of preparing the company for a potential merging with Home Deport.
Pest Analysis
Stressful Job Atmosphere for Newcomers: There is shortage of personnel that can match the demanding setting of a fast-paced company. Not just does this lead to difficulty in locating the best people, it puts stress and anxiety on new hires as can not withstand the speed as well as pressure that the organization anticipates them to birth.

Dual Reporting Lines: Newbies discover this organizational culture difficult as well as hard to handle particularly as dotted line connections are indicated to be weaker in general as well as unbiased setup and efficiency assessment is still done by the strong line supervisor. This indicates that beginners can lose clarity regarding their respective duties and also objectives especially as dotted line coverage does not maintain them in direct interaction with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles although it had actually been guessed that the last would certainly take Krasnow's setting came as an impact to her morale. Lewis may have been capable and also suitable for the work yet the truth that Kransnow's separation would certainly make Coles a direct record to Lewis may have been the reason for Coles' resignation from services.

Anxiety & Job Instability: Fear as well as instability can be recognized as two significant concerns that Lewis would certainly be managing particularly as the merger has currently be cancelled and also two senior executives of the advertising department would certainly be leaving. The whole obligation of the division would be dropping on Lewis's shoulders that would certainly not just supervise of brining regarding a social change yet would additionally need to verify herself in her brand-new role.

Inappropriate Administration Design of Leader: Lewis's monitoring design and also its incompatibility with the advertising and marketing department's role can likewise be seen as an OB difficulty particularly as she has actually been used to dealing with problems in the operations division where employees are shown to focus on processes and obtain them. The marketing department on the various other hand can be viewed as a team of people who are used to being supported by Krasnow who concentrated a lot more on result than processes.

Interdepartmental Disagreements: Interdepartmental arguments in between three departments, advertising, merchandizing and procedures specifically over the appropriation of the advertising and marketing mix can be determined as one more OB problem. Although the marketing division does not share the very same vision as the various other 2 departments relating to the aloocation of the marketing mix twoards promotions as well as advertsing, the merchandizing as well as procedures divisions do not concur over the marketing mix allotment amongst one another either.

Fragmentation in Marketing Division: Disintegration between the advertising and marketing departments can be recognized as one more OB issue which could require additional attention. The reality that the advertising and marketing sections in the advertising and marketing department are separated is protecting against both divisions from getting from each various other's experience and also competence. Combination of marketing with merchandising and also operations would become harder if the advertising and marketing department itself is degenerated which can be an additional possible OB worry.

Singapore Airlines In Talks To Invest In Jeju Air Analysis

Various theories have actually been used to discuss the scenarios to obtain more clearness regarding the circumstance available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, most supervisors think that subordinates are easy and also careless, have little ambition and also withstand change. The tough version of this theory stressed coercion, tight controls, dangers and punishments. Gradually it generates reduced productivity, subtle sabotage and rivalry (Bargain, 2003). Although the circumstance at Singapore Airlines In Talks To Invest In Jeju Air is not entirely complying with Concept X, it can be seen that new hires are finding this setting rather difficult which may ultimately lead to a greater inclination of the administration in the direction of Concept X. As per McGregor's promoted sight, which he called Theory Y, the crucial job of the management is to organize organizational problems so that individuals can achieve their very own goals best by guiding their initiatives in the direction of organizational rewards. If individuals discover no contentment in their work, the administration would have little option yet to count on concept X as well as external control (Offer, 2003). Also while examining Lewis's monitoring design, theory X may have been suitable in the procedures department to some extent however the Advertising and marketing division would require dependence on Concept Y to get the creativity and also creativity from the groups.

Tuckman's Team effort Concept: As far as Lewis's problem about bringing harmony in between the marketing as well as advertising division is worried, this would originally lead to contrast as talked about by Bruce Tuckman in his 'Teamwork Theory'. By combining the marketing and advertising division's work, there might be the same initial detach which can lead to the 2nd phase of 'storming' where the teams test one an additional.

Bridges' Transition Version: As per William Bridge's theory (appendix 4), people are quite unpleasant with adjustment, which is obvious by the situation at Singapore Airlines In Talks To Invest In Jeju Air The circumstance can be viewed as a normal course of life if is researched according to Bridge's concept where he explains that people experience 3 stages of shift when they experience change. 'Closing, shedding and Letting go', The Neutral Area and also 'The New Starting' (Bridges, 2004). When people exist with modification, they get in phase one and so there may be feelings like unhappiness, unpredictability, aggravation, rage, concern, rejection and also disorientation.The circumstance at the advertising and marketing department of Singapore Airlines In Talks To Invest In Jeju Air is similar so Lewis can obtain comfy with the idea that it is not phenomenal actions. In the second phase, there may be a requirement to bridge the gap in between the brand-new and old society so Lewis may need to encounter this challenge when Krasnow leaves. There might be low spirits and low productivity at this stage which ought to not be taken as an obstacle. It is during this phase that Lewis will have to provide advice to the department to ensure that they can locate a sense of direction. It can be seen just how Krasnow has actually already made this shift simpler by making Lewis get involved in the division a year prior to his actual separation. According to Bridges' Model, phase 3 will cause visibility to understanding, High power and dedication as individuals will accept the modification (Bridges, 2004).
Vrio Analysis
Maslow's Requirement hierarchy: The OB problem related to instability at the workplace has been set off firstly by the adjustment in administration and secondly by the truth that the merger will no more be initiated. Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has reviews the importance of 'security needs as being a reduced level demand of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see how 'the demand to feel secure as well as out of danger' is at the second degree of requirements. Prior to an employee can be made to create emotionally, he needs to have his 'Physiological 'as well as 'Security' requires fulfilled. This suggests that unless the personnel are made to feel safe and secure about their existing employment condition in Singapore Airlines In Talks To Invest In Jeju Air they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Singapore Airlines In Talks To Invest In Jeju Air Case Study

Effects of Analysis.

The OB analysis has actually taken a look at different theories to understand exactly how to cope with the current circumstance at hand. The adhering to 3 alternatives have actually been recommended to assist Lewis take care of the business challenges in the marketing department. Each of these options has actually been recommended for alleviating the transition required to bring the advertising division in accordance with the needs of the market as well as for making the cultural adjustment that would follow as soon as the existing leader leaves.

Assimilation of marketing and advertising features. Separating Adverting and Production features. Combination of Marketing with Operations.

Analysis of Alternatives.

Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merging days has proficiency in business-to-business marketing along with company and also retail advertising and marketing experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to deal with both advertising and marketing and advertising functions.

The advantage of this strategy is that it will certainly incorporate the two functions while lowering the need for working with an added resource for marketing. Lewis would certainly be heading the advertising division as well as in any type of case her substitute would certainly be needed for the current role that she is executing. The disadvantage of this option is that outside hiring might produce bitterness from internal personnel who might be eying the position of EVP after Lewis takes control of Krasnow's position.

Separating Adverting and also Manufacturing: Given the competitive pressures and high quality job needed from the advertising agency, it is suggested that Lewis should enable the production unit to be a different function from the advertising unit. Considering that the majority of ad agency had these two features as separate devices, it makes more feeling to adhere to the norm. In addition to this, both functions might have the ability to concentrate on their core triggers a lot more successfully. The negative aspect of this approach would certainly be that additional prices would have to be borne for setting up separate production features. In addition to this, a production head might need to be employed which might raise expenses for the organization.

Assimilation of Marketing with Operations: Considering that Lewis is already taking care of the advertising as well as operations departments concurrently; it makes good sense to integrate both functions because she has been effectively looking after both ends. The fact that the two divisions currently have significant distinctions over allowance of sources recommends that this assimilation might have the ability to bring about consistency especially as Lewis would certainly be heading both ends.However there are various downsides of this action specifically as it would put excessive worry over Lewis's shoulders. The reality that Lewis has to adapt her administration design for the marketing division suggests that these two departments would be culturally diverse. Lewis may not be able to apply one type of management design to both divisions which could result in ineffectiveness in either one of the 2 features.


An analysis of the three options shows that combination of advertising as well as operations would not be a viable relocation due to the substantial distinctions in between the two divisions despite the fact that currently Lewis is taking care of both. While splitting up of the production function may have been a beneficial action for the marketing division, the fact that it would certainly mean placing a 3rd function under Lewis's wing suggests this should be prevented. The assimilation of the marketing department is the best choice in terms of getting the ideal results from the department. An activity prepare for this option is gone over listed below.

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

Marketing and advertising features would certainly be merged.

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

Production function will remain part of advertising under advertising and marketing function.

Lewis will divide herself from operations.

A democratic leadership style with staff member empowerment will be made use of in marketing department.

Open door policy and also emphasis on cross departmental interaction will certainly be aimed at getting rid of discord.

Contingency plan.

If the combination does not work out as planned, a backup plan would certainly follow which would certainly divide the production function from the advertising and marketing feature to lower the load on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will be heading the marketing department without an SVP. In that case the manufacturing function will certainly be separated by positioning it under an SVP production.