White Nights And Polar Lights Investing In The Russian Oil Industry Case Study Solution


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Background and Facts

White Nights And Polar Lights Investing In The Russian Oil Industry a workplace materials retailer for tiny and moderate sized businesses has just recently been associated with preparing for a merger with its competitor House Deport, which has influenced performance degrees in departmentswith the senior manager involved in legal difficulties presented by the government Profession Commission. With the Advertising and marketing Head putting forward the news of his separation from the firm in one year, Jeannie Lewis, the current head of operations has actually been asked to take the function in the future. With challenges in the form of a prospective cultural change and also reduced employee spirits, the company is in need of a total reengineering effort at the marketing department.

Problem Statement
Porter's 5 Forces Analysis
The prospective social change at the marketing division of White Nights And Polar Lights Investing In The Russian Oil Industry is raising uncertainty in the working environment leading to different challenges for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major function in impacting calculated choices since Stapes Inc. needed to desert its plans of merging with Workplace Deport after the Federal Trade Payment's intervention while doing so. Provided the truth that the shop has a worldwide visibility with branches in UK, U.S.A., Canada and also Germany, political factors in each of these nations may have the ability to influence performance or tactical goals. Federal Trade Commission's antitrust fit versus the merger used up beneficial time of the organization's elderly monitoring recommending that 'political' factors can have significant ramifications for an international organisation.

Economic Factors: Economic factors such as the development of small companies in the global circumstance suggest that White Nights And Polar Lights Investing In The Russian Oil Industry is prospering in a setting where there is prospective growth of organisations. Fact that shop customers are primarily looking for workplace materials for home workplaces recommends that the market has an increasing pattern of entrepreneurs as well as house based organisations.

Social factors: Social patterns in the economy show that clients are searching for ease along with attractive costs. Marketing research shows how the customer for White Nights And Polar Lights Investing In The Russian Oil Industry lacks understanding about finding solutions which can offer a combination of comfort as well as affordable.

Technological factors: Modern technology plays an essential duty in White Nights And Polar Lights Investing In The Russian Oil Industry's business approach specifically as the company is piloting Innovation centers which would supply technology sales and also support in the kind of memory upgrades, outer installations. (Recap of BUG in appendix 2).

OB Issues and Effects.

Numerous underlying Business Behavior concerns can be seen in White Nights And Polar Lights Investing In The Russian Oil Industry's case as highlighted in this area.

Apprehensions regarding social change: There is worry regarding a cultural adjustment that would certainly happen once Todd Krasnow leaves from his position as the Exec Vice Head Of State of Advertising with the majority of the team member currently revealing discontent over this potential move. This predicted modification has actually produced stress and anxiety in the office which has been coupled with the previous stress and anxiety of preparing the company for a prospective merger with House Deport.
Pest Analysis
Stressful Work Atmosphere for Newcomers: There is shortage of workers that can match the stressful setting of a fast-paced company. Not only does this lead to problem in finding the ideal individuals, it puts tension on new hires as can not hold up against the rate and pressure that the company anticipates them to birth.

Dual Coverage Lines: Beginners discover this business society difficult and tough to manage particularly as dotted line relationships are meant to be weaker generally as well as objective setup and also performance assessment is still done by the solid line manager. This suggests that novices might shed clearness about their respective functions and also objectives especially as populated line coverage does not maintain them in straight interaction with the strong line managers.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles although it had been speculated that the last would certainly take Krasnow's setting came as a strike to her morale. Lewis might have been capable as well as ideal for the work yet the reality that Kransnow's departure would certainly make Coles a straight report to Lewis may have been the factor for Coles' resignation from services.

Worry & Work Insecurity: Anxiety and instability can be determined as two significant problems that Lewis would certainly be dealing with especially as the merger has currently be terminated and two elderly execs of the marketing division would be leaving. The whole responsibility of the department would certainly be falling on Lewis's shoulders who would certainly not just be in charge of brining regarding a cultural modification however would certainly additionally have to prove herself in her brand-new duty.

Incompatible Monitoring Design of Leader: Lewis's administration design and also its incompatibility with the advertising and marketing department's function can likewise be viewed as an OB obstacle particularly as she has been used to managing issues in the procedures division where employees are shown to concentrate on procedures as well as get them right. The advertising division on the various other hand can be seen as a team of people that are utilized to being nurtured by Krasnow who concentrated extra on output than processes.

Interdepartmental Disputes: Interdepartmental disputes between 3 divisions, advertising, merchandizing and also operations respectively over the allocation of the advertising and marketing mix can be determined as one more OB problem. Although the advertising department does not share the very same vision as the various other two departments regarding the aloocation of the marketing mix twoards promotions and advertsing, the merchandizing and also procedures divisions do not agree over the marketing mix allotment among one another either.

Disintegration in Marketing Division: Fragmentation in between the marketing and advertising divisions can be determined as an additional OB concern which might require additional focus. The fact that the marketing and advertising sections in the marketing department are separated is protecting against both departments from gaining from each other's experience and also competence. Integration of advertising and marketing with merchandising and also procedures would become harder if the marketing division itself is degenerated which can be another possible OB issue.

White Nights And Polar Lights Investing In The Russian Oil Industry Analysis

Numerous theories have been made use of to clarify the conditions to obtain additional clearness concerning the situation available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, most managers think that staffs are passive and careless, have little ambition and also resist change. The circumstance at White Nights And Polar Lights Investing In The Russian Oil Industry is not totally adhering to Concept X, it can be seen that new hires are locating this setting rather difficult which might at some point lead to a better inclination of the monitoring towards Theory X. Also while assessing Lewis's administration style, concept X may have been appropriate in the operations department to some level yet the Advertising and marketing department would need dependence on Theory Y in order to get the creativity and also originality from the groups.

Tuckman's Teamwork Theory: As far as Lewis's worry regarding bringing consistency in between the advertising as well as marketing division is worried, this would originally lead to contrast as discussed by Bruce Tuckman in his 'Teamwork Theory'. By integrating the advertising as well as advertising and marketing division's job, there may be the very same first separate which can lead to the second phase of 'storming' where the groups challenge one another.

When people are provided with change, they get in stage one and so there might be feelings like sadness, unpredictability, irritation, temper, concern, denial as well as disorientation.The situation at the advertising and marketing department of White Nights And Polar Lights Investing In The Russian Oil Industry is comparable so Lewis can obtain comfortable with the suggestion that it is not phenomenal habits. It is during this stage that Lewis will certainly have to give support to the department so that they can locate a sense of direction. It can be seen just how Krasnow has currently made this transition easier by making Lewis get involved in the department a year before his actual departure.
Vrio Analysis
Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has goes over the value of 'safety and security needs as being a lower level demand of a human for activating inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the demand to feel safe and also out of danger' is at the second degree of needs. Prior to a staff member can be made to create psychologically, he needs to have his 'Physiological 'and 'Safety' requires met.

SWOT Analysis for White Nights And Polar Lights Investing In The Russian Oil Industry Case Study

Implication of Analysis.

The OB analysis has considered different concepts to understand how to manage the existing circumstance at hand. The complying with 3 choices have been suggested to help Lewis manage the business difficulties in the advertising department. Each of these options has actually been proposed for alleviating the transition required to bring the advertising division according to the needs of the marketplace and also for making the social change that would adhere to when the existing leader leaves.

Combination of advertising and marketing features. Separating Adverting and also Manufacturing functions. Combination of Advertising And Marketing with Workflow.

Analysis of Alternatives.

Assimilation of Advertising And Marketing & Marketing Functions: The in-house advertising and marketing firm of White Nights And Polar Lights Investing In The Russian Oil Industry is already toughness for the organization in terms of conserving up on overheads connected to marketing as well as promotion. Because no new recruitment has actually been done after Bridget Cole's departure with the coverage line being straight assigned to Krasnow for the advertising function, this is a desirable chance for integrating the marketing and advertising functions. Judith Shapiro that has actually earlier been talked to by Lewis throughout the earlier merger days has expertise in business-to-business marketing in addition to firm and also retail advertising experience. Once Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to handle both advertising and marketing features.

The advantage of this technique is that it will certainly incorporate the two functions while minimizing the demand for hiring an extra resource for advertising and marketing. Lewis would certainly be heading the advertising and marketing department and also in any kind of case her replacement would certainly be needed for the present duty that she is executing. The downside of this alternative is that outside hiring might cause resentment from internal workers that may be considering the position of EVP after Lewis takes control of Krasnow's position.

Dividing Adverting as well as Manufacturing: Offered the affordable stress as well as excellent quality work needed from the advertising agency, it is suggested that Lewis ought to permit the manufacturing system to be a separate function from the marketing unit. Given that most advertising agencies had these 2 functions as different units, it makes more feeling to follow the standard. In addition to this, both features may be able to concentrate on their core activates a lot more effectively. The disadvantage of this technique would certainly be that added prices would have to be birthed for establishing up different manufacturing functions. A production head might have to be hired which could boost overheads for the organization.

Integration of Marketing with Procedures: Given that Lewis is already looking after the advertising and also procedures departments simultaneously; it makes good sense to incorporate both features because she has been efficiently taking care of both ends. The fact that the two departments currently have major distinctions over allowance of resources recommends that this assimilation may have the ability to bring about consistency specifically as Lewis would certainly be heading both ends.However there are various disadvantages of this move specifically as it would certainly place way too much burden over Lewis's shoulders. The fact that Lewis needs to adapt her management design for the marketing division recommends that these two departments would be culturally diverse. Lewis may not be able to use one type of leadership style to both departments which could result in inefficiency in either one of the 2 functions.


An evaluation of the three options suggests that assimilation of advertising and marketing and also operations would certainly not be a possible action due to the huge differences between the two departments although that currently Lewis is dealing with both. While splitting up of the production function might have been a beneficial action for the advertising and marketing division, the reality that it would certainly suggest placing a third feature under Lewis's wing implies this must be avoided as well. The assimilation of the advertising and marketing department is the best alternative in terms of getting the optimal results from the division. An activity prepare for this choice is talked about below.

Action Plan.
Lewis will take control of the role of EVP Advertising after Krasnow leaves.

Marketing and advertising functions would certainly be merged.

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

Production feature will certainly stay component of advertising and marketing under marketing function.

Lewis will certainly divide herself from procedures.

A democratic leadership style with employee empowerment will be used in advertising and marketing division.

Open up door policy as well as emphasis on cross department interaction will certainly be aimed at removing discord.

Backup plan.

If the combination does not work out as intended, a contingency strategy would certainly comply with 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 get hired, Lewis will certainly be heading the advertising division without an SVP. In that case the manufacturing function will certainly be divided by placing it under an SVP production.