Veja Sneakers With A Conscience Case Study Help


Home >> Harvard >> Veja Sneakers With A Conscience >>

Veja Sneakers With A Conscience Case Study Help

Background and Facts

Veja Sneakers With A Conscience a workplace materials merchant for little as well as moderate sized organisations has lately been associated with planning for a merger with its competitor House Deport, which has affected efficiency levels in departmentswith the senior manager involved in lawful difficulties put forth by the federal Profession Commission. With the Advertising and marketing Head advancing the information of his separation from the firm in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the role in the near future. With obstacles in the kind of a prospective cultural modification as well as low worker morale, the company needs a complete reengineering initiative at the advertising and marketing division.

Issue Statement
Porter's 5 Forces Analysis
The prospective cultural adjustment at the advertising and marketing division of Veja Sneakers With A Conscience is boosting unpredictability in the working environment bring about different challenges for the Jeannie Lewis who would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in affecting strategic choices given that Stapes Inc. had to abandon its plans of combining with Workplace Deport after the Federal Profession Commission's intervention while doing so. Given the fact that the store has an international existence with branches in UK, USA, Canada as well as Germany, political consider each of these nations may be able to impact efficiency or critical objectives. Federal Profession Commission's antitrust match against the merger occupied beneficial time of the company's senior administration suggesting that 'political' factors can have serious ramifications for an international company.

Economic Factors: Financial factors such as the development of small companies in the worldwide situation recommend that Veja Sneakers With A Conscience is flourishing in a setting where there is possible development of businesses. Along with this, truth that shop customers are mainly looking for office products for office recommends that the market has a climbing trend of entrepreneurs as well as home based organisations.

Social factors: Social patterns in the economic situation reveal that consumers are searching for comfort as well as appealing costs. Marketing research demonstrates how the consumer for Veja Sneakers With A Conscience does not have understanding regarding locating services which can supply a combination of benefit as well as inexpensive.

Technical factors: Innovation plays a crucial duty in Veja Sneakers With A Conscience's company technique particularly as the company is piloting Modern technology facilities which would certainly supply technology sales and support in the form of memory upgrades, peripheral installments. (Recap of PARASITE in appendix 2).

OB Issues and also Manifestations.

Numerous underlying Organizational Actions issues can be seen in Veja Sneakers With A Conscience's case as highlighted in this section.

Worries concerning social modification: There is concern about a social adjustment that would certainly take place once Todd Krasnow leaves from his setting as the Exec Vice President of Advertising And Marketing with the majority of the staff members already revealing unhappiness over this possible action. This expected modification has produced stress in the work environment which has been combined with the previous tension of preparing the firm for a prospective merger with Residence Deport.
Pest Analysis
Difficult Work Setting for Newcomers: There is shortage of workers that can match the demanding atmosphere of a fast-paced company. Not just does this result in difficulty in locating the appropriate people, it puts anxiety on brand-new hires as can not hold up against the rate as well as stress that the organization anticipates them to bear.

Twin Coverage Lines: Beginners discover this organizational culture difficult and challenging to deal with specifically as dotted line relationships are implied to be weaker generally and also unbiased setting and performance evaluation is still done by the solid line supervisor. This suggests that newbies might shed clarity regarding their corresponding functions and purposes particularly as populated line coverage does not maintain them in straight communication with the strong line managers.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles despite the fact that it had actually been hypothesized that the latter would take Krasnow's placement came as a blow to her morale. Lewis may have been qualified and suitable for the work but the fact that Kransnow's departure would certainly make Coles a straight record to Lewis may have been the factor for Coles' resignation from solutions.

Anxiety & Task Instability: Anxiety as well as instability can be determined as two major worries that Lewis would certainly be dealing with especially as the merging has now be cancelled and also two elderly execs of the advertising and marketing division would be leaving. The whole duty of the division would be falling on Lewis's shoulders who would not simply supervise of brining regarding a social modification but would certainly also have to prove herself in her brand-new duty.

Inappropriate Administration Design of Leader: Lewis's management design and its conflict with the advertising department's duty can additionally be viewed as an OB obstacle specifically as she has actually been utilized to dealing with problems in the procedures division where employees are shown to focus on processes as well as obtain them right. The advertising department on the other hand can be seen as a team of people that are made use of to being supported by Krasnow who focused more on result than procedures.

Interdepartmental Differences: Interdepartmental disputes in between 3 departments, advertising and marketing, merchandizing as well as procedures specifically over the allowance of the marketing mix can be identified as one more OB issue. The advertising department does not share the same vision as the other two divisions relating to the aloocation of the advertising mix twoards promotions and also advertsing, the merchandizing and procedures divisions do not concur over the advertising and marketing mix allocation amongst one an additional either.

Disintegration in Advertising And Marketing Division: Disintegration in between the marketing and advertising departments can be determined as one more OB concern which could require more attention. The reality that the marketing and advertising areas in the advertising department are disconnected is preventing both divisions from gaining from each various other's experience and also competence. Combination of advertising and marketing with retailing and also operations would certainly become more difficult if the advertising department itself is disintegrated which can be an additional prospective OB problem.

Veja Sneakers With A Conscience Analysis

Different theories have actually been made use of to discuss the conditions to obtain additional quality regarding the circumstance available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of managers believe that staffs are easy and lazy, have little passion and resist adjustment. The hard variation of this concept highlighted coercion, limited controls, threats and penalties. Gradually it produces reduced productivity, subtle sabotage and also rivalry (Offer, 2003). Although the scenario at Veja Sneakers With A Conscience is not entirely complying with Concept X, it can be seen that brand-new hires are finding this environment rather demanding which might eventually cause a greater disposition of the monitoring in the direction of Theory X. According to McGregor's advocated view, which he called Concept Y, the necessary job of the monitoring is to prepare organizational conditions so that people can attain their own goals best by routing their initiatives in the direction of organizational incentives. If individuals discover no contentment in their work, the management would have little option however to rely upon theory X and outside control (Deal, 2003). Even while assessing Lewis's administration style, concept X might have been suitable in the operations division to some extent yet the Advertising and marketing division would need reliance on Theory Y so as to get the imagination as well as creativity from the teams.

Tuckman's Teamwork Theory: As far as Lewis's problem about bringing harmony in between the advertising and marketing department is concerned, this would originally cause conflict as discussed by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). According to Tuckman's concept received appendix 3, throughout the preliminary phase of team growth, people may not bond, as they are hectic locating their location in the group. By combining the marketing and advertising division's work, there might coincide first separate which might result in the 2nd stage of 'storming' where the groups challenge one another. It is only during the 3rd stage or 'norming' when they would certainly come with each other to share concepts prior to the group can bring about synergy in the 4th phase 'executing'.

Bridges' Change Model: According To William Bridge's concept (appendix 4), individuals are fairly awkward with modification, which is noticeable by the scenario at Veja Sneakers With A Conscience The situation can be seen as a regular training course of life if is studied based on Bridge's theory where he clarifies that individuals experience 3 phases of shift when they experience change. 'End, shedding as well as Letting go', The Neutral Zone and also 'The New Starting' (Bridges, 2004). When individuals are presented with modification, they enter stage one and so there may be emotions like unhappiness, unpredictability, irritation, anger, worry, denial and also disorientation.The circumstance at the advertising department of Veja Sneakers With A Conscience is similar so Lewis can obtain comfy with the suggestion that it is not phenomenal habits. In the 2nd phase, there might be a requirement to connect the gap in between the brand-new and old culture so Lewis may have to face this experience when Krasnow leaves. There may be low spirits and also low efficiency at this phase which should not be taken as a setback. It is throughout this stage that Lewis will have to offer support to the department so that they can discover an orientation. It can be seen exactly how Krasnow has currently made this change much easier by making Lewis get associated with the department a year prior to his real separation. Based on Bridges' Version, phase 3 will certainly cause visibility to understanding, High power as well as dedication as individuals will accept the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Pecking order' (appendix 5) has goes over the value of 'protection needs as being a reduced level requirement of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the demand to feel safe and secure as well as out of risk' is at the 2nd level of requirements. Prior to a worker can be made to create emotionally, he needs to have his 'Physiological 'as well as 'Safety' needs fulfilled.

SWOT Analysis for Veja Sneakers With A Conscience Case Study

Implication of Analysis.

The OB analysis has considered various theories to comprehend how to deal with the current circumstance available. The following three options have been recommended to assist Lewis take care of the business challenges in the marketing division. Each of these alternatives has been recommended for reducing the change required to bring the advertising division according to the demands of the marketplace and also for making the cultural change that would follow when the current leader leaves.

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

Analysis of Alternatives.

Judith Shapiro that has actually earlier been spoken with by Lewis during the earlier merging days has knowledge in business-to-business advertising along with company as well as retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to handle both marketing as well as advertising features.

The benefit of this strategy is that it will incorporate the two functions while decreasing the demand for employing an additional source for advertising and marketing. In addition to this, Lewis would certainly be heading the advertising and marketing department and also in any case her replacement would certainly be needed for the current role that she is doing. The drawback of this choice is that exterior hiring may bring about animosity from interior workers who may be eying the position of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting and Production: Offered the competitive pressures and also high quality work called for from the ad agency, it is recommended that Lewis should permit the manufacturing unit to be a separate feature from the advertising and marketing device. Because many ad agency had these two functions as separate devices, it makes even more sense to comply with the norm. Both functions might be able to focus on their core activates extra effectively. However, the disadvantage of this technique would be that added expenses would have to be borne for establishing different manufacturing functions. Along with this, a production head might have to be hired which might raise overheads for the organization.

Integration of Advertising And Marketing with Procedures: Because Lewis is currently taking care of the advertising and procedures divisions at the same time; it makes sense to integrate the 2 functions considering that she has actually been effectively taking care of both ends. The truth that Lewis has to adjust her monitoring design for the marketing department recommends that these 2 departments would be culturally varied.


An evaluation of the 3 alternatives shows that assimilation of marketing and procedures would not be a viable relocation due to the large differences in between the two divisions regardless of the truth that currently Lewis is taking care of both. While splitting up of the manufacturing feature might have been a positive step for the marketing division, the reality that it would indicate positioning a third feature under Lewis's wing means this must be stayed clear of.

Action Strategy.
Lewis will certainly take control of the function of EVP Advertising after Krasnow leaves.

Marketing and advertising functions would certainly be merged.

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

Manufacturing feature will remain component of marketing under advertising and marketing feature.

Lewis will certainly separate herself from operations.

A democratic management style with staff member empowerment will certainly be utilized in advertising division.

Open up door plan and also emphasis on cross departmental interaction will certainly be targeted at getting rid of discord.

Contingency strategy.

If the integration does not exercise as intended, a backup plan would comply with which would separate the production function from the advertising and marketing feature to decrease the load on the SVP of advertising and marketing. In case Judith Shapiro does not get hired, Lewis will be heading the marketing division without an SVP. Because case the production feature will definitely be divided by placing it under an SVP manufacturing.