Sony Corp The Walkman Line Case Study Solution


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Sony Corp The Walkman Line Case Study Analysis

Background and Facts

Sony Corp The Walkman Line a workplace supplies seller for little and average sized organisations has just recently been associated with planning for a merger with its rival Residence Deport, which has impacted efficiency degrees in departmentswith the elderly manager involved in legal issues presented by the government Profession Commission. With the Advertising Head advancing the news of his departure from the business in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the duty in the near future. With difficulties in the kind of a possible social adjustment and also low employee spirits, the company needs a full reengineering effort at the marketing department.

Problem Declaration
Porter's 5 Forces Analysis
The prospective social modification at the marketing division of Sony Corp The Walkman Line is raising unpredictability in the workplace resulting in various difficulties for the Jeannie Lewis that would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing critical choices since Stapes Inc. needed to abandon its strategies of combining with Office Deport after the Federal Trade Commission's treatment in the process. Offered the truth that the shop has a worldwide presence with branches in UK, U.S.A., Canada as well as Germany, political factors in each of these nations might have the ability to influence efficiency or tactical objectives. Federal Profession Payment's antitrust match against the merging occupied beneficial time of the organization's senior monitoring recommending that 'political' factors can have significant ramifications for a global business.

Economic Factors: Financial factors such as the introduction of small companies in the international circumstance suggest that Sony Corp The Walkman Line is prospering in a setting where there is prospective growth of services. Along with this, fact that shop consumers are primarily searching for workplace products for office recommends that the market has a rising fad of entrepreneurs and also home organisations.

Social factors: Social trends in the economy show that customers are looking for comfort as well as attractive prices. Market research shows how the consumer for Sony Corp The Walkman Line does not have recognition about locating solutions which can supply a mix of comfort and also affordable.

Technological factors: Modern technology plays a crucial role in Sony Corp The Walkman Line's organisation strategy particularly as the company is piloting Technology centers which would certainly provide innovation sales and also assistance in the form of memory upgrades, outer installments. (Summary of BUG in appendix 2).

OB Issues as well as Manifestations.

Numerous underlying Business Behavior problems can be seen in Sony Corp The Walkman Line's case as highlighted in this section.

Worries concerning social change: There is uneasiness about a cultural change that would occur once Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Advertising with most of the employee already showing discontent over this possible step. This predicted modification has actually created stress and anxiety in the workplace which has actually been combined with the past tension of preparing the company for a possible merging with House Deport.
Pest Analysis
Stressful Work Environment for Newcomers: There is lack of personnel that can match the stressful setting of a fast-paced company. Not just does this result in difficulty in discovering the ideal people, it places anxiety on brand-new hires as can not hold up against the speed and pressure that the company expects them to bear.

Double Coverage Lines: Newbies discover this business society cumbersome and also challenging to manage particularly as populated line relationships are indicated to be weaker in general and also unbiased setup as well as efficiency analysis is still done by the solid line supervisor. This suggests that newcomers could shed clearness concerning their corresponding roles and also purposes especially as dotted line reporting does not maintain them in straight communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles although it had actually been speculated that the latter would take Krasnow's placement came as a strike to her morale. Lewis may have been qualified as well as appropriate for the work but the truth that Kransnow's departure would certainly make Coles a straight report to Lewis may have been the reason for Coles' resignation from services.

Concern & Work Instability: Concern as well as insecurity can be identified as two significant concerns that Lewis would certainly be dealing with particularly as the merging has currently be terminated and also two elderly execs of the advertising and marketing division would be leaving. The entire obligation of the division would be dropping on Lewis's shoulders that would certainly not just be in charge of brining concerning a cultural adjustment yet would certainly additionally need to show herself in her new role.

Incompatible Management Design of Leader: Lewis's administration design and also its incompatibility with the advertising and marketing division's role can also be viewed as an OB challenge especially as she has been used to taking care of concerns in the operations department where employees are instructed to focus on procedures and get them right. The advertising and marketing division on the various other hand can be seen as a team of people that are utilized to being nurtured by Krasnow that focused more on result than procedures.

Interdepartmental Disputes: Interdepartmental disagreements between three divisions, marketing, merchandizing and also procedures respectively over the allocation of the marketing mix can be determined as another OB worry. Although the advertising division does not share the exact same vision as the other 2 departments pertaining to the aloocation of the advertising mix twoards promos as well as advertsing, the merchandizing as well as operations departments do not concur over the advertising and marketing mix appropriation among one another either.

Fragmentation in Advertising And Marketing Division: Disintegration between the marketing and advertising divisions can be determined as one more OB problem which could require more attention. The fact that the advertising and marketing sections in the marketing department are separated is preventing both divisions from obtaining from each various other's experience and know-how. Integration of advertising and marketing with merchandising and procedures would certainly become more difficult if the marketing division itself is broken down which can be another prospective OB problem.

Sony Corp The Walkman Line Analysis

Numerous concepts have been utilized to discuss the conditions to get additional clarity regarding the situation at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many managers think that juniors are easy and lazy, have little ambition and withstand modification. The scenario at Sony Corp The Walkman Line is not completely following Theory X, it can be seen that brand-new hires are locating this atmosphere instead difficult which might at some point lead to a greater inclination of the monitoring towards Theory X. Even while evaluating Lewis's administration design, concept X might have been ideal in the operations division to some extent yet the Advertising department would require dependence on Concept Y in order to get the creative thinking and also originality from the teams.

Tuckman's Teamwork Concept: As far as Lewis's worry about bringing harmony in between the advertising and marketing division is worried, this would initially cause clash as discussed by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). Based on Tuckman's theory displayed in appendix 3, throughout the first phase of team development, individuals may not bond, as they are active locating their area in the group. By integrating the advertising and marketing division's job, there might be the same first separate which can bring about the second stage of 'storming' where the teams test each other. It is only throughout the 3rd phase or 'norming' when they would come together to share suggestions prior to the team can bring around harmony in the fourth stage 'executing'.

Bridges' Transition Version: According To William Bridge's concept (appendix 4), individuals are rather awkward with adjustment, which is apparent by the scenario at Sony Corp The Walkman Line The situation can be viewed as a regular training course of life if is examined based on Bridge's concept where he discusses that people experience 3 phases of transition when they experience modification. 'Ending, losing and Letting go', The Neutral Area and 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they enter stage one and so there may be emotions like unhappiness, unpredictability, disappointment, rage, concern, rejection as well as disorientation.The situation at the advertising and marketing department of Sony Corp The Walkman Line is comparable so Lewis can obtain comfy with the concept that it is not amazing behavior. In the second phase, there may be a requirement to link the space in between the brand-new as well as old society so Lewis may have to encounter this ordeal when Krasnow leaves. There may be low morale and low productivity at this phase which ought to not be taken as a trouble. It is during this stage that Lewis will certainly have to give advice to the division so that they can discover a sense of direction. It can be seen just how Krasnow has actually currently made this transition much easier by making Lewis obtain involved in the department a year prior to his actual separation. As per Bridges' Version, phase three will certainly cause visibility to discovering, High energy and dedication as people will certainly accept the modification (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Power structure' (appendix 5) has reviews the value of 'safety needs as being a lower level need of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel protected and also out of risk' is at the 2nd level of requirements. Prior to a worker can be made to create mentally, he requires to have his 'Physiological 'and 'Security' needs satisfied.

SWOT Analysis for Sony Corp The Walkman Line Case Study

Implication of Analysis.

The OB analysis has taken a look at various theories to understand exactly how to manage the current circumstance at hand. The complying with three alternatives have been recommended to assist Lewis take care of the organizational difficulties in the advertising department. Each of these choices has actually been suggested for reducing the shift needed to bring the advertising division in line with the needs of the marketplace and also for making the social adjustment that would certainly follow once the current leader leaves.

Combination of advertising and marketing functions. Separating Adverting as well as Production features. Integration of Advertising with Workflow.

Evaluation of Alternatives.

Combination of Marketing & Marketing Functions: The in-house advertising company of Sony Corp The Walkman Line is already stamina for the company in terms of conserving up on overheads connected to advertising and also promotion. Because no new employment has actually been done after Bridget Cole's departure with the coverage line being directly assigned to Krasnow for the marketing feature, this is a positive opportunity for integrating the marketing and advertising features. Judith Shapiro who has earlier been interviewed by Lewis during the earlier merger days has knowledge in business-to-business advertising and marketing together with company and also retail marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising and marketing to manage both advertising and marketing features.

The benefit of this approach is that it will incorporate the two functions while decreasing the requirement for hiring an extra source for advertising. Along with this, Lewis would be heading the marketing department as well as all the same her replacement would certainly be needed for the current duty that she is executing. The disadvantage of this choice is that external hiring may bring about resentment from inner employees that may be considering the position of EVP after Lewis takes control of Krasnow's placement.

Dividing Adverting as well as Manufacturing: Given the competitive stress and high top quality job needed from the marketing agency, it is suggested that Lewis ought to enable the production unit to be a different function from the advertising system. Given that a lot of advertising agencies had these 2 features as separate systems, it makes more sense to follow the standard.

Assimilation of Advertising with Workflows: Because Lewis is currently taking treatment of the advertising and also operations divisions simultaneously; it makes feeling to integrate the 2 features given that she has been successfully taking care of both ends. The truth that Lewis has to adapt her administration style for the advertising and marketing department suggests that these 2 divisions would certainly be culturally diverse.


An evaluation of the 3 options shows that integration of marketing and also operations would not be a viable action as a result of the huge differences between the two divisions despite the fact that currently Lewis is dealing with both. While splitting up of the production feature may have been a positive step for the advertising department, the fact that it would certainly suggest putting a third feature under Lewis's wing indicates this should be avoided. The combination of the advertising department is the very best alternative in terms of obtaining the ideal results from the division. An activity plan for this alternative is talked about below.

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

Marketing and advertising functions would be merged.

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

Manufacturing feature will remain component of advertising under advertising feature.

Lewis will certainly separate herself from procedures.

An autonomous leadership style with employee empowerment will certainly be utilized in advertising department.

Open up door policy and also focus on cross departmental interaction will certainly be aimed at getting rid of dissonance.

Contingency strategy.

If the integration does not work out as planned, a backup plan would certainly comply with which would certainly divide the manufacturing function from the advertising feature to reduce the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will certainly be heading the advertising department without an SVP. Because case the production feature will most definitely be divided by positioning it under an SVP production.