The Steel War Mittal Vs Arcelor Case Study Help


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The Steel War Mittal Vs Arcelor Case Study Solution

Background and Facts

The Steel War Mittal Vs Arcelor an office products retailer for little and average sized services has actually lately been associated with planning for a merging with its rival Residence Deport, which has actually influenced performance degrees in departmentswith the senior manager associated with legal problems presented by the federal Profession Payment. With the Advertising Head advancing the news of his departure from the business in one year, Jeannie Lewis, the existing head of operations has been asked to take the duty in the future. With obstacles in the kind of a possible cultural modification and low staff member morale, the organization requires a total reengineering initiative at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The prospective social adjustment at the marketing division of The Steel War Mittal Vs Arcelor is increasing unpredictability in the workplace resulting in different difficulties for the Jeannie Lewis that would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in influencing strategic decisions because Stapes Inc. needed to desert its plans of combining with Office Deport after the Federal Trade Compensation's intervention while doing so. Offered the truth that the store has a worldwide presence with branches in UK, UNITED STATES, Canada and also Germany, political consider each of these countries might be able to affect performance or tactical objectives. Federal Trade Payment's antitrust match against the merger occupied important time of the organization's elderly administration recommending that 'political' factors can have serious effects for an international company.

Economic Factors: Economic factors such as the appearance of local business in the global situation recommend that The Steel War Mittal Vs Arcelor is prospering in a setting where there is prospective development of companies. In addition to this, fact that shop customers are primarily trying to find office products for home offices recommends that the market has an increasing pattern of entrepreneurs and home services.

Social factors: Social trends in the economy show that clients are trying to find ease as well as appealing rates. Market research shows how the customer for The Steel War Mittal Vs Arcelor lacks awareness concerning discovering services which can supply a combination of convenience and inexpensive.

Technological factors: Innovation plays a crucial role in The Steel War Mittal Vs Arcelor's service strategy particularly as the organization is piloting Modern technology facilities which would certainly use innovation sales and also support in the type of memory upgrades, peripheral setups. (Summary of PARASITE in appendix 2).

OB Issues as well as Symptoms.

A number of underlying Business Actions issues can be seen in The Steel War Mittal Vs Arcelor's case as highlighted in this section.

Uneasiness concerning cultural change: There is concern regarding a cultural change that would occur when Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Advertising with the majority of the employee currently revealing discontent over this potential step. This anticipated adjustment has actually developed stress and anxiety in the workplace which has been coupled with the past tension of preparing the company for a prospective merger with Home Deport.
Pest Analysis
Difficult Job Atmosphere for Newcomers: There is lack of personnel that can match the difficult atmosphere of a hectic company. Not only does this lead to trouble in locating the right individuals, it places stress and anxiety on new hires as can not hold up against the speed and also stress that the company expects them to birth.

Twin Reporting Lines: Newbies find this business culture troublesome and hard to handle specifically as populated line connections are indicated to be weak in general as well as objective setting as well as performance evaluation is still done by the strong line manager. This means that beginners can lose quality about their particular functions and also purposes specifically as populated line coverage does not keep them in direct interaction with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles even though it had actually been hypothesized that the latter would take Krasnow's setting came as a strike to her spirits. Lewis might have been capable and proper for the job however the fact that Kransnow's separation would certainly make Coles a straight report to Lewis might have been the factor for Coles' resignation from solutions.

Fear & Job Insecurity: Worry and also insecurity can be determined as 2 major worries that Lewis would be handling particularly as the merger has actually now be cancelled and 2 senior execs of the marketing department would certainly be leaving. The entire responsibility of the department would be falling on Lewis's shoulders who would certainly not simply supervise of brining concerning a cultural change but would likewise need to confirm herself in her brand-new role.

Incompatible Management Style of Leader: Lewis's management design as well as its incompatibility with the advertising and marketing department's role can additionally be viewed as an OB challenge especially as she has actually been made use of to taking care of problems in the procedures department where workers are instructed to focus on procedures and get them right. The advertising and marketing department on the various other hand can be seen as a team of people that are used to being nurtured by Krasnow who focused much more on outcome than procedures.

Interdepartmental Arguments: Interdepartmental arguments between 3 departments, marketing, merchandizing as well as procedures respectively over the allocation of the advertising mix can be identified as one more OB concern. The advertising department does not share the exact same vision as the various other two departments concerning the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing and operations departments do not concur over the advertising mix allocation amongst one an additional either.

Fragmentation in Marketing Department: Fragmentation between the marketing and advertising departments can be recognized as one more OB concern which might need further interest. The truth that the advertising and marketing sections in the advertising division are separated is preventing both departments from acquiring from each other's experience and expertise. Integration of marketing with retailing and also operations would become harder if the advertising department itself is degenerated which can be an additional prospective OB issue.

The Steel War Mittal Vs Arcelor Analysis

Different theories have been made use of to discuss the scenarios to get more clearness regarding the situation at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of managers believe that subordinates are easy and careless, have little aspiration and also stand up to change. The circumstance at The Steel War Mittal Vs Arcelor is not totally adhering to Theory X, it can be seen that brand-new hires are discovering this environment rather stressful which might at some point lead to a higher disposition of the monitoring in the direction of Theory X. Even while evaluating Lewis's monitoring design, theory X may have been appropriate in the operations department to some level however the Advertising and marketing division would require dependence on Concept Y in order to get the creative thinking as well as creativity from the groups.

Tuckman's Teamwork Concept: As far as Lewis's concern regarding bringing harmony in between the marketing and advertising department is worried, this would at first result in clash as gone over by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). According to Tuckman's concept displayed in appendix 3, throughout the first phase of team growth, people may not bond, as they are busy finding their location in the team. By combining the marketing and advertising department's work, there might be the same preliminary detach which could lead to the second phase of 'storming' where the groups challenge each other. It is only during the third stage or 'norming' when they would certainly come with each other to share concepts before the group can bring around synergy in the fourth stage 'doing'.

When individuals are offered with adjustment, they enter stage one as well as so there might be emotions like unhappiness, uncertainty, stress, temper, concern, rejection and also disorientation.The scenario at the advertising and marketing division of The Steel War Mittal Vs Arcelor is similar so Lewis can get comfy with the concept that it is not extraordinary behavior. It is during this phase that Lewis will have to offer advice to the department so that they can discover a feeling of direction. It can be seen how Krasnow has actually already made this shift easier by making Lewis obtain involved in the division a year prior to his real separation.
Vrio Analysis
Maslow's Demand power structure: The OB problem pertaining to instability at the workplace has been caused to start with by the modification in monitoring as well as second of all by the truth that the merger will no more be initiated. Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has reviews the significance of 'safety and security requires as being a lower level requirement of a human for causing motivation. As seen in the pyramid cooperated appendix 3, we can see just how 'the need to feel safe and secure and untouched' goes to the 2nd level of needs. Before an employee can be made to create psychologically, he needs to have his 'Physical 'and 'Safety and security' needs satisfied. This indicates that unless the employees are made to really feel protected regarding their current work status in The Steel War Mittal Vs Arcelor they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for The Steel War Mittal Vs Arcelor Case Study

Effects of Analysis.

The OB analysis has actually looked at numerous concepts to understand just how to cope with the present situation available. The complying with 3 choices have actually been suggested to assist Lewis manage the organizational difficulties in the marketing division. Each of these options has actually been proposed for reducing the shift required to bring the advertising and marketing department in accordance with the demands of the market as well as for making the cultural modification that would certainly adhere to as soon as the present leader leaves.

Combination of advertising and marketing functions. Separating Adverting and Manufacturing functions. Combination of Advertising And Marketing with Procedures.

Examination of Alternatives.

Combination of Advertising And Marketing & Advertising And Marketing Functions: The internal advertising firm of The Steel War Mittal Vs Arcelor is currently stamina for the organization in regards to saving up on overheads associated with marketing and promotion. Considering that no brand-new recruitment has been done after Bridget Cole's separation with the coverage line being directly designated to Krasnow for the advertising and marketing feature, this is a beneficial possibility for incorporating the marketing and advertising features. Judith Shapiro that has earlier been spoken with by Lewis during the earlier merger days has expertise in business-to-business advertising and marketing together with agency and also retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to handle both marketing and advertising functions.

The benefit of this technique is that it will incorporate both features while reducing the demand for working with an extra source for marketing. In addition to this, Lewis would certainly be heading the marketing division as well as in any case her substitute would certainly be needed for the present role that she is doing. The disadvantage of this option is that external hiring might cause animosity from internal workers that may be eying the position of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting as well as Manufacturing: Provided the affordable stress and also high quality job called for from the ad agency, it is advised that Lewis should permit the manufacturing device to be a separate feature from the advertising system. Given that the majority of ad agency had these 2 features as separate systems, it makes more sense to comply with the standard. Both features may be able to focus on their core activates much more effectively. The downside of this strategy would certainly be that added prices would have to be birthed for setting up separate production features. In addition to this, a production head may need to be worked with which could boost overheads for the company.

Assimilation of Advertising And Marketing with Operations: Given that Lewis is currently caring for the advertising and marketing and operations divisions all at once; it makes sense to integrate both features considering that she has been successfully taking care of both ends. The truth that the two divisions already have major differences over allocation of resources recommends that this combination might be able to cause harmony particularly as Lewis would be heading both ends.However there are numerous drawbacks of this relocation specifically as it would certainly put too much problem over Lewis's shoulders. The truth that Lewis needs to adapt her administration design for the marketing division recommends that these two divisions would certainly be culturally diverse. Lewis might not be able to use one kind of leadership style to both divisions which can result in ineffectiveness in either one of the 2 features.


An analysis of the 3 choices indicates that combination of advertising and operations would certainly not be a possible move as a result of the large distinctions in between the two divisions although that currently Lewis is dealing with both. While splitting up of the manufacturing function may have been a desirable step for the advertising department, the truth that it would certainly mean placing a third feature under Lewis's wing means this ought to be prevented. The combination of the marketing division is the very best option in regards to obtaining the ideal arise from the department. An activity prepare for this alternative is reviewed below.

Activity Plan.
Lewis will take over the duty of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would be merged.

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

Production feature will stay part of advertising and marketing under marketing feature.

Lewis will divide herself from operations.

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

Open door policy as well as focus on cross departmental communication will certainly be focused on eliminating discord.

Backup strategy.

If the combination does not exercise as planned, a contingency strategy would follow which would certainly divide the production feature from the advertising function to decrease the tons on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will be heading the marketing department without an SVP. Because case the production function will absolutely be divided by putting it under an SVP manufacturing.