Westjet Airlines Ltd Investment Strategy Case Study Solution


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Westjet Airlines Ltd Investment Strategy Case Study Help

Background and Facts

Westjet Airlines Ltd Investment Strategy an office products retailer for little and average sized organisations has actually just recently been associated with planning for a merger with its rival Residence Deport, which has actually impacted efficiency levels in departmentswith the senior supervisor involved in lawful difficulties put forth by the federal Trade Commission. With the Marketing Head advancing the news of his departure from the firm in one year, Jeannie Lewis, the present head of operations has actually been asked to take the function in the future. With obstacles in the kind of a potential cultural change and reduced employee morale, the organization wants a full reengineering effort at the marketing division.

Issue Declaration
Porter's 5 Forces Analysis
The potential social modification at the advertising department of Westjet Airlines Ltd Investment Strategy is boosting unpredictability in the workplace causing different 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 role in influencing critical choices since Stapes Inc. needed to abandon its plans of combining with Office Deport after the Federal Profession Payment's intervention in the process. Given the fact that the store has an international existence with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these nations might have the ability to impact efficiency or calculated goals. Federal Trade Payment's antitrust fit against the merging occupied important time of the company's senior monitoring suggesting that 'political' factors can have significant ramifications for a global organisation.

Economic Factors: Economic factors such as the appearance of small businesses in the worldwide circumstance suggest that Westjet Airlines Ltd Investment Strategy is growing in a setting where there is potential development of organisations. Fact that store clients are primarily looking for workplace materials for home workplaces suggests that the market has an increasing fad of entrepreneurs as well as house based businesses.

Social factors: Social patterns in the economy show that clients are trying to find comfort in addition to attractive rates. Market research demonstrates how the consumer for Westjet Airlines Ltd Investment Strategy does not have understanding regarding discovering services which can offer a mix of convenience and also low costs.

Technological factors: Innovation plays a crucial duty in Westjet Airlines Ltd Investment Strategy's service technique particularly as the company is piloting Modern technology centers which would certainly offer innovation sales and also support in the type of memory upgrades, peripheral installments. (Summary of INSECT in appendix 2).

OB Issues as well as Effects.

Several underlying Business Actions concerns can be seen in Westjet Airlines Ltd Investment Strategy's case as highlighted in this section.

Worries regarding cultural modification: There is uneasiness regarding a cultural change that would occur once Todd Krasnow leaves from his position as the Executive Vice Head Of State of Marketing with the majority of the team member currently showing discontent over this prospective move. This expected adjustment has actually created stress in the workplace which has been paired with the previous tension of preparing the company for a potential merger with House Deport.
Pest Analysis
Stressful Task Setting for Newcomers: There is lack of workers that can match the stressful environment of a fast-paced organization. Not only does this bring about difficulty in discovering the ideal individuals, it puts stress and anxiety on brand-new hires as can not hold up against the rate as well as pressure that the organization expects them to birth.

Dual Coverage Lines: Newbies discover this business culture troublesome as well as tough to handle specifically as populated line relationships are implied to be weak as a whole and also unbiased setup as well as performance evaluation is still done by the strong line supervisor. This means that beginners could shed quality about their particular roles as well as goals especially as dotted line coverage does not keep them in direct interaction with the solid line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles even though it had been speculated that the latter would take Krasnow's setting came as a blow to her morale. Lewis may have been qualified and appropriate for the job however the truth that Kransnow's separation would certainly make Coles a straight report to Lewis may have been the reason for Coles' resignation from services.

Concern & Task Insecurity: Worry and insecurity can be recognized as 2 significant worries that Lewis would be dealing with specifically as the merger has actually currently be cancelled and 2 senior executives of the advertising division would certainly be leaving. The entire obligation of the division would certainly be dropping on Lewis's shoulders that would not just supervise of brining regarding a social modification but would certainly additionally have to show herself in her brand-new function.

Incompatible Monitoring Style of Leader: Lewis's administration style and its incompatibility with the advertising division's function can likewise be viewed as an OB difficulty especially as she has actually been utilized to handling issues in the procedures department where employees are shown to focus on procedures as well as get them right. The advertising and marketing department on the other hand can be seen as a team of people who are utilized to being nurtured by Krasnow who concentrated a lot more on output than procedures.

Interdepartmental Disputes: Interdepartmental arguments in between 3 departments, advertising and marketing, merchandizing as well as procedures specifically over the allotment of the advertising and marketing mix can be determined as another OB problem. Although the marketing division does not share the same vision as the various other 2 divisions concerning the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing and procedures divisions do not concur over the marketing mix appropriation amongst one another either.

Disintegration in Advertising Division: Disintegration between the marketing and advertising departments can be identified as another OB issue which might require further attention. The reality that the advertising and marketing areas in the advertising and marketing department are separated is preventing both divisions from getting from each other's experience and also knowledge. Combination of advertising with merchandising and also operations would end up being more difficult if the marketing division itself is disintegrated which can be an additional potential OB problem.

Westjet Airlines Ltd Investment Strategy Analysis

Various concepts have been utilized to clarify the situations to get additional clarity about the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of managers believe that staffs are passive and careless, have little aspiration as well as resist adjustment. The scenario at Westjet Airlines Ltd Investment Strategy is not entirely complying with Theory X, it can be seen that brand-new hires are locating this atmosphere instead difficult which might eventually lead to a higher disposition of the management in the direction of Theory X. Also while assessing Lewis's monitoring style, theory X might have been ideal in the procedures division to some degree but the Advertising and marketing department would certainly call for dependence on Theory Y in order to get the creativity and also creativity from the groups.

Tuckman's Team effort Concept: As for Lewis's problem regarding bringing harmony in between the advertising and marketing department is worried, this would initially cause conflict as gone over by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). Based on Tuckman's concept displayed in appendix 3, during the initial stage of group growth, individuals might not bond, as they are busy locating their place in the group. By incorporating the advertising and marketing department's job, there might coincide initial detach which can bring about the second phase of 'storming' where the groups challenge one another. However, it is just throughout the 3rd stage or 'norming' when they would certainly collaborate to share concepts prior to the team can bring about harmony in the 4th phase 'doing'.

When individuals are presented with adjustment, they get in phase one as well as so there might be feelings like sadness, uncertainty, frustration, rage, fear, rejection and disorientation.The scenario at the advertising and marketing department of Westjet Airlines Ltd Investment Strategy is comparable so Lewis can obtain comfortable with the concept that it is not extraordinary actions. It is throughout this stage that Lewis will have to give support to the department so that they can find a sense of instructions. It can be seen how Krasnow has actually currently made this shift easier by making Lewis obtain entailed in the department a year before his real departure.
Vrio Analysis
Abraham Maslow in his Concept of 'Requirements Pecking order' (appendix 5) has goes over the relevance of 'safety and security needs as being a reduced degree demand of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the demand to feel safe and out of threat' is at the 2nd degree of demands. Before a staff member can be made to create emotionally, he requires to have his 'Physiological 'and 'Security' needs fulfilled.

SWOT Analysis for Westjet Airlines Ltd Investment Strategy Case Study

Implication of Analysis.

The OB analysis has actually considered various theories to comprehend just how to cope with the existing circumstance at hand. The following three options have actually been recommended to assist Lewis handle the business obstacles in the advertising and marketing division. Each of these choices has been recommended for reducing the transition needed to bring the advertising department in line with the requirements of the market and for making the cultural adjustment that would adhere to as soon as the existing leader leaves.

Integration of advertising and marketing features. Dividing Adverting as well as Manufacturing functions. Assimilation of Advertising with Operations.

Analysis of Alternatives.

Judith Shapiro who has actually earlier been interviewed by Lewis throughout the earlier merger days has proficiency in business-to-business advertising and marketing along with agency and also retail advertising experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to take care of both marketing and also advertising features.

The benefit of this strategy is that it will certainly integrate both functions while minimizing the need for hiring an additional resource for advertising and marketing. Along with this, Lewis would be heading the advertising department and also in any case her replacement would be needed for the present duty that she is executing. The disadvantage of this alternative is that external hiring might cause bitterness from internal personnel that may be eying the placement of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and also Production: Given the competitive stress and also high quality work needed from the marketing company, it is advised that Lewis should allow the manufacturing system to be a separate function from the advertising and marketing device. Since a lot of advertising and marketing firms had these 2 functions as separate systems, it makes even more sense to adhere to the norm.

Combination of Marketing with Workflows: Considering that Lewis is already looking after the advertising and procedures divisions simultaneously; it makes good sense to integrate the two features given that she has actually been efficiently dealing with both ends. The fact that both departments already have significant differences over appropriation of resources suggests that this combination might be able to bring about consistency particularly as Lewis would certainly be heading both ends.However there are different drawbacks of this action especially as it would place excessive worry over Lewis's shoulders. The truth that Lewis needs to adjust her administration style for the marketing department recommends that these 2 departments would be culturally varied. Lewis may not be able to apply one kind of leadership design to both divisions which might result in inadequacy in either one of the 2 functions.


An examination of the three choices suggests that integration of advertising and marketing and also procedures would certainly not be a possible step as a result of the substantial differences in between the two departments although that currently Lewis is managing both. While separation of the production feature may have been a positive move for the marketing department, the truth that it would suggest placing a 3rd function under Lewis's wing implies this should be stayed clear of too. The integration of the marketing division is the very best choice in regards to getting the ideal arise from the division. An activity plan for this alternative is reviewed below.

Activity Strategy.
Lewis will certainly take over the function of EVP Advertising after Krasnow leaves.

Marketing and advertising functions would certainly be combined.

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

Manufacturing function will certainly stay part of advertising under advertising feature.

Lewis will divide herself from operations.

An autonomous leadership style with staff member empowerment will certainly be used in marketing division.

Open up door plan and also focus on cross department interaction will certainly be focused on eliminating discord.

Backup plan.

If the combination does not work out as intended, a backup strategy would follow which would separate the manufacturing function from the advertising and marketing feature to lower the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain hired, Lewis will certainly be heading the advertising department without an SVP. In that case the production function will most definitely be divided by positioning it under an SVP production.