Dollar Thrifty Automotive Group Online Discounting Case Study Solution


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Dollar Thrifty Automotive Group Online Discounting Case Study Help

Background and Facts

Dollar Thrifty Automotive Group Online Discounting a workplace materials retailer for small as well as average sized organisations has actually just recently been involved in planning for a merging with its competitor Residence Deport, which has influenced performance degrees in departmentswith the senior manager associated with legal complications presented by the federal Profession Payment. With the Advertising Head putting forward the information of his separation from the company in one year, Jeannie Lewis, the present head of procedures has been asked to take the duty in the near future. With difficulties in the kind of a prospective social modification as well as low employee spirits, the organization wants a complete reengineering initiative at the advertising and marketing division.

Trouble Declaration

The possible social change at the advertising and marketing department of Dollar Thrifty Automotive Group Online Discounting is boosting uncertainty in the workplace leading to 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 major role in affecting calculated choices because Stapes Inc. had to abandon its plans of combining with Workplace Deport after the Federal Trade Payment's treatment at the same time. Given the reality that the store has a worldwide presence with branches in UK, U.S.A., Canada and Germany, political factors in each of these nations might have the ability to affect efficiency or tactical objectives. Federal Trade Commission's antitrust fit against the merger occupied valuable time of the organization's elderly management suggesting that 'political' factors can have major implications for a global business.

Economic Factors: Economic factors such as the introduction of local business in the global circumstance recommend that Dollar Thrifty Automotive Group Online Discounting is thriving in an environment where there is prospective growth of services. Along with this, truth that shop consumers are mostly trying to find workplace materials for office recommends that the marketplace has a climbing pattern of business owners and also online organisations.

Social factors: Social fads in the economic climate show that consumers are seeking convenience along with eye-catching rates. Market research demonstrates how the consumer for Dollar Thrifty Automotive Group Online Discounting lacks understanding concerning locating services which can provide a combination of convenience and also affordable.

Technological factors: Modern technology plays an essential function in Dollar Thrifty Automotive Group Online Discounting's company technique specifically as the company is piloting Innovation facilities which would supply innovation sales and also assistance in the kind of memory upgrades, outer setups. (Summary of INSECT in appendix 2).

OB Issues and Manifestations.

A number of underlying Business Habits concerns can be seen in Dollar Thrifty Automotive Group Online Discounting's case as highlighted in this section.

Apprehensions concerning social adjustment: There is uneasiness concerning a social modification that would certainly take place when Todd Krasnow leaves from his position as the Executive Vice Head Of State of Advertising And Marketing with the majority of the staff members currently revealing unhappiness over this prospective move. This predicted change has developed stress and anxiety in the office which has been combined with the past anxiety of preparing the firm for a prospective merger with Home Deport.

Difficult Work Environment for Newcomers: There is shortage of employees that can match the difficult environment of a busy organization. Not just does this bring about difficulty in discovering the right people, it places stress on brand-new hires as can not withstand the speed and also stress that the company anticipates them to birth.

Double Reporting Lines: Newcomers discover this organizational culture troublesome as well as hard to cope with specifically as dotted line partnerships are meant to be weaker in general and objective setup as well as efficiency analysis is still done by the strong line manager. This indicates that newbies could lose quality concerning their particular functions and also objectives particularly as dotted line reporting does not keep them in straight interaction with the solid line managers.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles although it had been guessed that the latter would certainly take Krasnow's setting came as an impact to her spirits. Lewis might have been capable and also proper for the work however the fact that Kransnow's separation would certainly make Coles a straight report to Lewis might have been the reason for Coles' resignation from services.

Concern & Task Instability: Anxiety and also instability can be recognized as 2 major problems that Lewis would be dealing with particularly as the merging has currently be terminated as well as two elderly executives of the advertising and marketing department would be leaving. The whole responsibility of the department would be dropping on Lewis's shoulders who would not just be in charge of brining concerning a cultural change however would additionally need to verify herself in her brand-new duty.

Incompatible Monitoring Style of Leader: Lewis's monitoring style and its conflict with the advertising department's duty can additionally be seen as an OB challenge specifically as she has been used to taking care of concerns in the procedures division where workers are shown to focus on procedures and obtain them. The advertising and marketing division on the other hand can be seen as a group of individuals who are used to being nurtured by Krasnow that concentrated a lot more on result than processes.

Interdepartmental Arguments: Interdepartmental differences between three divisions, advertising and marketing, merchandizing and also procedures respectively over the allocation of the advertising mix can be determined as an additional OB issue. The marketing department does not share the exact same vision as the various other two divisions relating to the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing and also procedures departments do not concur over the marketing mix allowance among one an additional either.

Fragmentation in Advertising And Marketing Division: Disintegration between the advertising and marketing departments can be identified as one more OB issue which could require more focus. The fact that the marketing and advertising areas in the advertising and marketing department are separated is protecting against both divisions from obtaining from each other's experience and also expertise. Integration of advertising with retailing as well as operations would become more difficult if the advertising and marketing department itself is broken down which can be one more prospective OB concern.

Dollar Thrifty Automotive Group Online Discounting Analysis

Different theories have been made use of to clarify the conditions to get additional quality regarding the scenario at hand.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, a lot of supervisors think that subordinates are easy and careless, have little aspiration and also stand up to adjustment. The circumstance at Dollar Thrifty Automotive Group Online Discounting is not entirely adhering to Theory X, it can be seen that new hires are finding this setting rather difficult which might ultimately lead to a greater disposition of the management towards Concept X. Also while analyzing Lewis's administration design, theory X may have been suitable in the operations division to some extent but the Marketing division would certainly call for dependence on Concept Y in order to obtain the creativity and also originality from the teams.

Tuckman's Team effort Concept: As much as Lewis's worry regarding bringing consistency in between the advertising and advertising and marketing department is concerned, this would at first lead to conflict as talked about by Bruce Tuckman in his 'Team effort Theory'. By integrating the advertising and marketing and marketing department's work, there might be the exact same initial separate which might lead to the second phase of 'storming' where the groups challenge one another.

When people are offered with change, they enter stage one and also so there might be emotions like despair, unpredictability, stress, anger, concern, denial as well as disorientation.The situation at the advertising and marketing department of Dollar Thrifty Automotive Group Online Discounting is similar so Lewis can get comfortable with the suggestion that it is not extraordinary behavior. It is throughout this stage that Lewis will certainly have to offer assistance to the division so that they can find a sense of instructions. It can be seen just how Krasnow has actually already made this change less complicated by making Lewis get involved in the division a year before his real departure.

Maslow's Demand power structure: The OB problem pertaining to instability at the office has been triggered to start with by the adjustment in management and secondly by the truth that the merging will no more be launched. Abraham Maslow in his Theory of 'Needs Hierarchy' (appendix 5) has reviews the significance of 'protection requires as being a reduced level requirement of a human for activating inspiration. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the need to feel secure and unharmed' goes to the 2nd degree of demands. Prior to a staff member can be made to establish psychologically, he needs to have his 'Physical 'and also 'Safety' requires fulfilled. This suggests that unless the workers are made to really feel safe and secure about their present work standing in Dollar Thrifty Automotive Group Online Discounting they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Dollar Thrifty Automotive Group Online Discounting Case Study

Implication of Analysis.

The OB analysis has actually considered various theories to comprehend exactly how to deal with the current situation at hand. The complying with 3 choices have actually been recommended to help Lewis take care of the business obstacles in the advertising department. Each of these alternatives has actually been proposed for relieving the transition required to bring the advertising and marketing department according to the needs of the market and also for making the social adjustment that would adhere to when the existing leader leaves.

Assimilation of marketing and advertising functions. Separating Adverting and also Production functions. Integration of Advertising with Procedures.

Analysis of Alternatives.

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

The benefit of this strategy is that it will integrate the two functions while lowering the requirement for hiring an additional source for advertising. Along with this, Lewis would certainly be heading the advertising and marketing department as well as all the same her substitute would be required for the existing duty that she is carrying out. The drawback of this choice is that exterior hiring might produce resentment from internal employees that might be looking at the setting of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and Manufacturing: Offered the affordable stress and also premium quality job called for from the ad agency, it is advised that Lewis must allow the manufacturing unit to be a different function from the advertising device. Because the majority of advertising agencies had these two functions as different units, it makes more sense to comply with the norm. Both features may be able to concentrate on their core activates much more effectively. However, the disadvantage of this approach would be that additional costs would certainly need to be borne for setting up separate manufacturing functions. A manufacturing head might have to be employed which might increase expenses for the company.

Integration of Advertising And Marketing with Operations: Considering that Lewis is already looking after the advertising and marketing and procedures departments all at once; it makes good sense to incorporate both features because she has been successfully looking after both ends. The truth that the two divisions already have significant differences over allocation of resources suggests that this integration might have the ability to cause harmony especially as Lewis would certainly be heading both ends.However there are numerous drawbacks of this step particularly as it would certainly place way too much problem over Lewis's shoulders. The reality that Lewis has to adjust her administration design for the marketing department suggests that these 2 divisions would certainly be culturally varied. Lewis might not be able to apply one kind of leadership design to both departments which can result in inefficiency in either one of the two functions.


An assessment of the 3 choices indicates that integration of advertising as well as operations would not be a feasible action due to the huge differences between the two departments although that currently Lewis is managing both. While separation of the production feature might have been a beneficial step for the advertising department, the reality that it would mean putting a 3rd function under Lewis's wing implies this should be avoided too. The assimilation of the marketing division is the best alternative in terms of getting the ideal results from the department. An activity prepare for this option is talked about listed below.

Activity Strategy.

Lewis will certainly take over the duty of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising functions would be merged.

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

Production feature will continue to be part of advertising under advertising feature.

Lewis will separate herself from operations.

A democratic management design with staff member empowerment will be utilized in advertising and marketing department.

Open up door plan and focus on cross departmental communication will certainly be focused on getting rid of dissonance.

Contingency strategy.

If the combination does not work out as intended, a backup strategy would adhere to which would certainly separate the production feature from the advertising feature to reduce the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will certainly be heading the marketing department without an SVP. Because case the manufacturing function will most definitely be separated by positioning it under an SVP production.