The Virginia Carlton Hunter Morgan Case Study Analysis


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The Virginia Carlton Hunter Morgan Case Study Analysis

Background and Facts

The Virginia Carlton Hunter Morgan an office supplies retailer for small and also medium sized companies has lately been involved in preparing for a merger with its rival Residence Deport, which has affected performance levels in departmentswith the elderly supervisor associated with lawful problems put forth by the government Profession Payment. With the Marketing Head putting forward 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 obstacles in the form of a possible social modification as well as reduced employee morale, the company requires a full reengineering initiative at the marketing division.

Problem Statement
Porter's 5 Forces Analysis
The prospective cultural change at the advertising and marketing department of The Virginia Carlton Hunter Morgan is enhancing uncertainty in the workplace leading to various challenges for the Jeannie Lewis who would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in influencing critical choices considering that Stapes Inc. had to desert its plans of combining with Office Deport after the Federal Profession Payment's treatment at the same time. Provided the truth that the shop has a global existence with branches in UK, U.S.A., Canada and Germany, political consider each of these countries may have the ability to affect efficiency or tactical objectives. Federal Trade Compensation's antitrust fit against the merger occupied valuable time of the organization's elderly management recommending that 'political' factors can have serious ramifications for a worldwide service.

Economic Factors: Economic factors such as the development of small companies in the international situation suggest that The Virginia Carlton Hunter Morgan is growing in an environment where there is potential development of services. Truth that store clients are mostly looking for office supplies for residence workplaces suggests that the market has an increasing fad of business owners and residence based services.

Social factors: Social patterns in the economic situation show that consumers are seeking ease in addition to eye-catching costs. Marketing research shows how the customer for The Virginia Carlton Hunter Morgan lacks recognition regarding discovering remedies which can provide a combination of comfort as well as inexpensive.

Technical factors: Technology plays an essential duty in The Virginia Carlton Hunter Morgan's company approach especially as the company is piloting Technology centers which would use technology sales as well as support in the form of memory upgrades, outer installments. (Summary of PARASITE in appendix 2).

OB Issues as well as Symptoms.

Numerous underlying Organizational Actions problems can be seen in The Virginia Carlton Hunter Morgan's case as highlighted in this section.

Concerns about cultural adjustment: There is concern concerning a cultural modification that would certainly occur as soon as Todd Krasnow leaves from his position as the Executive Vice President of Marketing with a lot of the team member already showing unhappiness over this possible relocation. This anticipated adjustment has developed stress and anxiety in the workplace which has actually been coupled with the past anxiety of preparing the company for a prospective merger with Home Deport.
Pest Analysis
Stressful Task Setting for Newcomers: There is scarcity of workers that can match the stressful environment of a hectic organization. Not just does this result in trouble in discovering the ideal people, it puts stress and anxiety on new hires as can not hold up against the pace as well as pressure that the organization expects them to bear.

Dual Reporting Lines: Novices locate this organizational culture difficult and also tough to deal with particularly as dotted line partnerships are suggested to be weaker generally as well as unbiased setting as well as efficiency analysis is still done by the solid line manager. This means that novices could shed quality concerning their particular duties as well as purposes particularly as dotted line reporting does not keep them in direct communication with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles even though it had been speculated that the latter would certainly take Krasnow's placement came as a strike to her spirits. Lewis might have been capable and ideal for the task but the reality that Kransnow's departure would certainly make Coles a direct report to Lewis might have been the factor for Coles' resignation from services.

Concern & Work Insecurity: Fear and insecurity can be identified as 2 major concerns that Lewis would certainly be taking care of particularly as the merging has currently be terminated as well as two senior executives of the advertising and marketing division would be leaving. The whole obligation of the department would certainly be dropping on Lewis's shoulders that would not simply supervise of brining regarding a cultural change however would certainly additionally have to verify herself in her new duty.

Inappropriate Monitoring Design of Leader: Lewis's monitoring style and also its conflict with the advertising and marketing division's duty can likewise be viewed as an OB obstacle specifically as she has been utilized to handling concerns in the procedures division where workers are educated to concentrate on processes as well as get them right. The marketing department on the other hand can be viewed as a group of individuals that are utilized to being nurtured by Krasnow that focused extra on outcome than processes.

Interdepartmental Disagreements: Interdepartmental arguments between three departments, advertising, merchandizing as well as procedures specifically over the appropriation of the marketing mix can be recognized as another OB issue. The advertising and marketing division does not share the exact same vision as the other 2 departments relating to the aloocation of the marketing mix twoards promotions as well as advertsing, the merchandizing and operations departments do not agree over the advertising mix appropriation amongst one an additional either.

Disintegration in Advertising And Marketing Department: Fragmentation in between the advertising and marketing departments can be identified as an additional OB concern which could need additional focus. The fact that the advertising and marketing areas in the advertising and marketing department are detached is avoiding both departments from getting from each various other's experience and also experience. Integration of advertising and marketing with retailing and also procedures would certainly end up being more difficult if the advertising and marketing department itself is broken down which can be an additional possible OB problem.

The Virginia Carlton Hunter Morgan Analysis

Different theories have been utilized to clarify the conditions to obtain more quality about the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, most managers believe that subordinates are easy as well as lazy, have little ambition as well as resist modification. The difficult variation of this concept stressed threat, limited controls, dangers as well as penalties. With time it creates low performance, refined sabotage and competition (Offer, 2003). The circumstance at The Virginia Carlton Hunter Morgan is not completely complying with Concept X, it can be seen that new hires are locating this environment rather stressful which might eventually lead to a better inclination of the monitoring towards Theory X. Based on McGregor's supported view, which he called Concept Y, the necessary task of the administration is to set up business problems to make sure that individuals can achieve their very own goals best by routing their initiatives towards business benefits. If people find no contentment in their job, the management would have little option however to count on theory X and also external control (Offer, 2003). Also while assessing Lewis's management style, theory X may have appropriated in the procedures division somewhat yet the Advertising and marketing department would call for dependence on Theory Y in order to get the imagination and creativity from the groups.

Tuckman's Team effort Theory: As far as Lewis's issue about bringing consistency between the advertising and marketing department is concerned, this would originally lead to contrast as discussed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). As per Tuckman's concept received appendix 3, throughout the preliminary stage of team development, individuals may not bond, as they are hectic locating their area in the group. By combining the advertising and marketing division's work, there might coincide first detach which might lead to the second stage of 'storming' where the groups test each other. Nonetheless, it is just throughout the 3rd phase or 'norming' when they would certainly come together to share ideas prior to the team can cause harmony in the 4th stage 'carrying out'.

Bridges' Shift Version: As per William Bridge's concept (appendix 4), individuals are rather uncomfortable with modification, which is apparent by the scenario at The Virginia Carlton Hunter Morgan The scenario can be viewed as a normal course of life if is researched based on Bridge's concept where he discusses that people experience 3 phases of transition when they experience adjustment. 'End, shedding and Letting go', The Neutral Area and also 'The New Beginning' (Bridges, 2004). When people exist with modification, they get in stage one therefore there might be emotions like sadness, unpredictability, frustration, temper, concern, denial and disorientation.The situation at the marketing division of The Virginia Carlton Hunter Morgan is similar so Lewis can obtain comfortable with the concept that it is not amazing actions. In the 2nd stage, there might be a demand to bridge the gap in between the brand-new and old society so Lewis might have to encounter this challenge once Krasnow leaves. There might be low morale and also reduced performance at this phase which need to not be taken as a setback. It is during this stage that Lewis will certainly have to offer guidance to the division to make sure that they can discover an orientation. It can be seen how Krasnow has currently made this change much easier by making Lewis obtain involved in the division a year before his actual separation. As per Bridges' Design, stage three will produce openness to discovering, High energy and also commitment as individuals will welcome the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Demand pecking order: The OB problem related to instability at the workplace has actually been set off first of all by the change in management as well as secondly by the reality that the merging will no more be started. Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has discusses the relevance of 'safety and security requires as being a reduced level requirement of a human for setting off inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the demand to feel safe and unharmed' goes to the 2nd degree of needs. Prior to an employee can be made to establish mentally, he requires to have his 'Physiological 'as well as 'Safety and security' needs met. This indicates that unless the personnel are made to really feel protected regarding their existing work standing in The Virginia Carlton Hunter Morgan they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for The Virginia Carlton Hunter Morgan Case Study

Effects of Analysis.

The OB analysis has actually checked out numerous concepts to comprehend just how to handle the existing scenario handy. The following three options have been recommended to aid Lewis manage the organizational challenges in the advertising department. Each of these choices has actually been recommended for easing the transition required to bring the advertising department in accordance with the requirements of the market and also for making the cultural modification that would comply with as soon as the existing leader leaves.

Assimilation of marketing and advertising functions. Separating Adverting as well as Manufacturing features. Integration of Advertising with Workflow.

Analysis of Alternatives.

Judith Shapiro that has earlier been interviewed by Lewis throughout the earlier merger days has knowledge in business-to-business marketing along with company and retail advertising experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to deal with both advertising and marketing as well as marketing functions.

The advantage of this method is that it will integrate both functions while decreasing the requirement for hiring an extra resource for marketing. Along with this, Lewis would certainly be heading the advertising division and also regardless her replacement would certainly be required for the present role that she is performing. The downside of this alternative is that outside hiring might produce resentment from inner workers who may be eying the position of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and also Manufacturing: Offered the competitive pressures and also premium quality job required from the ad agency, it is suggested that Lewis ought to permit the production device to be a different feature from the advertising and marketing unit. Because a lot of ad agency had these two features as different devices, it makes even more sense to adhere to the standard. In addition to this, both functions may have the ability to focus on their core turns on much more successfully. However, the disadvantage of this technique would certainly be that extra prices would certainly have to be borne for setting up separate production functions. A manufacturing head may have to be worked with which can raise expenses for the organization.

Combination of Advertising with Operations: Considering that Lewis is already taking treatment of the advertising and also procedures departments simultaneously; it makes feeling to incorporate the 2 functions because she has been efficiently taking treatment of both ends. The fact that Lewis has to adjust her management design for the marketing division suggests that these two divisions would certainly be culturally diverse.


An examination of the three choices shows that combination of marketing and procedures would certainly not be a practical move due to the large differences in between the two departments although that currently Lewis is managing both. While separation of the production feature may have been a desirable move for the marketing division, the truth that it would certainly imply placing a 3rd function under Lewis's wing means this need to be stayed clear of as well. The assimilation of the advertising and marketing division is the best option in regards to obtaining the optimum arise from the department. An activity plan for this choice is talked about below.

Action Plan.
Lewis will certainly take control of the function of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would certainly be merged.

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

Manufacturing function will continue to be component of advertising under marketing feature.

Lewis will certainly divide herself from procedures.

An autonomous leadership design with employee empowerment will be used in advertising and marketing department.

Open up door policy and focus on cross department interaction will be targeted at getting rid of disharmony.

Backup plan.

If the integration does not work out as prepared, a contingency plan would adhere to which would separate the production function from the advertising feature to reduce the lots on the SVP of advertising and marketing. In case Judith Shapiro does not get employed, Lewis will be heading the marketing department without an SVP. Because case the production function will absolutely be separated by positioning it under an SVP manufacturing.