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Daqi Case Study Solution

Background and Facts

Daqi a workplace products store for small and also medium sized businesses has recently been associated with planning for a merging with its competitor Home Deport, which has affected effectiveness levels in departmentswith the elderly manager involved in legal difficulties presented by the federal Trade Compensation. With the Advertising and marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the duty in the future. With obstacles in the type of a potential social change as well as low staff member spirits, the company requires a complete reengineering initiative at the marketing division.

Problem Statement
Porter's 5 Forces Analysis
The potential social adjustment at the advertising and marketing department of Daqi is enhancing uncertainty in the working environment leading to different challenges for the Jeannie Lewis that would be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in influencing tactical choices given that Stapes Inc. needed to desert its plans of merging with Workplace Deport after the Federal Profession Compensation's intervention while doing so. Offered the fact that the shop has a worldwide visibility with branches in UK, U.S.A., Canada and Germany, political factors in each of these nations might have the ability to affect performance or tactical goals. Federal Profession Compensation's antitrust fit versus the merger used up important time of the company's senior monitoring suggesting that 'political' factors can have serious ramifications for an international business.

Economic Factors: Economic factors such as the emergence of small businesses in the international scenario suggest that Daqi is flourishing in an atmosphere where there is prospective growth of companies. Truth that shop customers are primarily looking for office materials for residence offices recommends that the market has a climbing fad of entrepreneurs as well as house based services.

Social factors: Social trends in the economic situation reveal that customers are searching for benefit as well as appealing prices. Market research shows how the client for Daqi lacks understanding about locating options which can offer a combination of convenience and also inexpensive.

Technical factors: Innovation plays an essential role in Daqi's company method especially as the organization is piloting Technology centers which would certainly use innovation sales as well as assistance in the type of memory upgrades, outer installations. (Summary of BUG in appendix 2).

OB Issues and Effects.

Several underlying Organizational Behavior issues can be seen in Daqi's case as highlighted in this section.

Concerns regarding cultural adjustment: There is apprehension regarding a social modification that would take place when Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Marketing with a lot of the team member currently revealing discontent over this potential step. This expected change has actually developed stress and anxiety in the office which has been combined with the past anxiety of preparing the firm for a possible merger with Residence Deport.
Pest Analysis
Demanding Work Environment for Newcomers: There is scarcity of employees that can match the difficult environment of a hectic organization. Not just does this result in difficulty in discovering the best people, it puts stress on new hires as can not hold up against the rate and pressure that the organization anticipates them to bear.

Double Coverage Lines: Newcomers locate this organizational culture troublesome and also difficult to cope with specifically as dotted line relationships are meant to be weak as a whole and also unbiased setting and performance evaluation is still done by the solid line manager. This implies that newbies can lose quality about their respective functions and also goals particularly as dotted line coverage does not keep them in direct communication with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles even though it had been speculated that the last would take Krasnow's setting came as a blow to her spirits. Lewis might have been qualified and also appropriate for the job however the fact that Kransnow's separation would certainly make Coles a straight record to Lewis might have been the reason for Coles' resignation from solutions.

Anxiety & Job Instability: Anxiety and also instability can be identified as two major problems that Lewis would certainly be taking care of specifically as the merger has actually currently be cancelled and two senior execs of the marketing department would certainly be leaving. The whole obligation of the division would certainly be dropping on Lewis's shoulders who would certainly not simply supervise of brining about a social change but would additionally need to confirm herself in her brand-new function.

Incompatible Management Design of Leader: Lewis's administration style and also its conflict with the advertising and marketing department's function can likewise be seen as an OB difficulty especially as she has been utilized to handling problems in the procedures department where employees are educated to focus on procedures as well as obtain them. The marketing department on the other hand can be viewed as a group of individuals who are made use of to being supported by Krasnow who concentrated much more on result than processes.

Interdepartmental Differences: Interdepartmental disputes in between 3 departments, advertising, merchandizing and also operations respectively over the allocation of the advertising mix can be identified as another OB issue. The marketing division does not share the very same vision as the various other 2 divisions concerning the aloocation of the marketing mix twoards promos and advertsing, the merchandizing as well as operations departments do not agree over the advertising mix allowance among one another either.

Disintegration in Marketing Department: Fragmentation between the advertising and marketing departments can be determined as an additional OB issue which can need further focus. The truth that the marketing and advertising areas in the advertising and marketing department are disconnected is protecting against both departments from getting from each various other's experience as well as proficiency. Combination of marketing with merchandising and procedures would come to be more difficult if the advertising department itself is broken down which can be one more possible OB worry.

Daqi Analysis

Numerous concepts have been used to clarify the scenarios to obtain further clarity regarding the circumstance at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that staffs are easy as well as careless, have little ambition as well as stand up to modification. The circumstance at Daqi is not totally following Theory X, it can be seen that brand-new hires are finding this atmosphere rather difficult which may at some point lead to a greater inclination of the monitoring towards Theory X. Even while assessing Lewis's management design, theory X might have been suitable in the procedures department to some degree but the Marketing department would certainly require reliance on Concept Y in order to obtain the creative thinking as well as originality from the teams.

Tuckman's Team effort Theory: As much as Lewis's issue about bringing harmony between the advertising as well as advertising and marketing department is worried, this would at first lead to contrast as reviewed by Bruce Tuckman in his 'Teamwork Concept'. By incorporating the advertising as well as marketing division's work, there may be the exact same first detach which might lead to the 2nd phase of 'storming' where the teams challenge one an additional.

Bridges' Transition Design: According To William Bridge's concept (appendix 4), people are fairly awkward with modification, which is evident by the scenario at Daqi The scenario can be viewed as a regular program of life if is studied based on Bridge's theory where he clarifies that individuals go through 3 phases of change when they experience change. 'End, shedding as well as Releasing', The Neutral Area as well as 'The New Starting' (Bridges, 2004). When individuals are presented with modification, they enter stage one and so there may be emotions like despair, uncertainty, disappointment, anger, anxiety, denial as well as disorientation.The scenario at the marketing division of Daqi is similar so Lewis can obtain comfortable with the suggestion that it is not extraordinary behavior. In the second stage, there may be a requirement to link the gap in between the new and old culture so Lewis might have to encounter this ordeal once Krasnow leaves. There might be reduced morale and reduced performance at this phase which ought to not be taken as a trouble. It is during this phase that Lewis will certainly need to provide support to the department to make sure that they can locate an orientation. It can be seen just how Krasnow has currently made this transition easier by making Lewis get involved in the division a year before his actual departure. As per Bridges' Model, stage 3 will certainly cause openness to discovering, High power and dedication as people will certainly welcome the change (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has reviews the significance of 'protection needs as being a lower degree demand of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the requirement to feel safe and out of danger' is at the second degree of needs. Prior to an employee can be made to create mentally, he needs to have his 'Physical 'and also 'Safety and security' needs met.

SWOT Analysis for Daqi Case Study

Implication of Analysis.

The OB analysis has actually taken a look at different concepts to comprehend how to cope with the current situation handy. The following three options have been suggested to assist Lewis deal with the business challenges in the advertising and marketing department. Each of these alternatives has been proposed for relieving the transition needed to bring the advertising and marketing department in accordance with the demands of the marketplace as well as for making the cultural adjustment that would follow once the existing leader leaves.

Combination of marketing and advertising features. Dividing Adverting and also Production functions. Combination of Advertising with Workflow.

Evaluation of Alternatives.

Assimilation of Marketing & Advertising And Marketing Functions: The internal marketing firm of Daqi is currently strength for the company in regards to saving up on expenses associated with advertising as well as promotion. Because no new recruitment has actually been done after Bridget Cole's separation with the coverage line being straight assigned to Krasnow for the advertising function, this is a desirable opportunity for integrating the marketing and advertising features. Judith Shapiro that has earlier been talked to by Lewis throughout the earlier merger days has expertise in business-to-business marketing together with company and retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to take care of both advertising and marketing functions.

The advantage of this strategy is that it will integrate both features while reducing the demand for employing an additional source for marketing. In addition to this, Lewis would be heading the advertising division and all the same her replacement would certainly be required for the current role that she is performing. The disadvantage of this alternative is that external hiring may cause animosity from inner workers who may be looking at the placement of EVP after Lewis takes over Krasnow's placement.

Separating Adverting and also Production: Offered the competitive pressures and excellent quality job required from the advertising agency, it is recommended that Lewis should enable the manufacturing device to be a different function from the marketing unit. Because a lot of ad agency had these two features as separate systems, it makes more feeling to follow the norm. Both functions may be able to concentrate on their core turns on extra successfully. The disadvantage of this method would be that extra costs would have to be borne for establishing up separate manufacturing functions. A manufacturing head might have to be hired which can boost expenses for the organization.

Combination of Advertising with Workflows: Given that Lewis is already taking care of the advertising and marketing and also procedures departments at the same time; it makes sense to integrate the two functions because she has actually been efficiently taking care of both ends. The reality that Lewis has to adapt her administration style for the advertising and marketing division suggests that these two departments would be culturally diverse.


An analysis of the 3 alternatives indicates that assimilation of advertising and marketing as well as procedures would not be a practical move because of the large differences in between both divisions although that currently Lewis is taking care of both. While splitting up of the production function might have been a beneficial step for the advertising division, the fact that it would suggest putting a third feature under Lewis's wing implies this ought to be avoided. The integration of the advertising and marketing department is the best choice in regards to obtaining the ideal arise from the division. An activity prepare for this choice is discussed listed below.

Activity Strategy.
Lewis will certainly take control of the role of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

Production function will certainly remain part of advertising under marketing feature.

Lewis will divide herself from operations.

An autonomous leadership design with staff member empowerment will certainly be used in advertising division.

Open up door policy and also emphasis on cross department communication will be focused on getting rid of dissonance.

Backup strategy.

If the integration does not exercise as prepared, a contingency plan would certainly comply with which would separate the manufacturing feature from the advertising and marketing feature to lower the tons on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will be heading the advertising and marketing division without an SVP. Because case the production feature will definitely be divided by placing it under an SVP production.