Dollar Thrifty Automotive Group Online Discounting Case Study Analysis


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Dollar Thrifty Automotive Group Online Discounting Case Study Help

Background and Facts

Dollar Thrifty Automotive Group Online Discounting a workplace products store for little and also average sized businesses has actually recently been associated with planning for a merger with its competitor Home Deport, which has actually influenced performance degrees in departmentswith the senior supervisor involved in legal issues presented by the federal Trade Commission. With the Marketing Head putting forward the information of his separation from the firm in one year, Jeannie Lewis, the present head of operations has been asked to take the duty in the future. With obstacles in the type of a possible cultural change and reduced employee spirits, the company is in need of a complete reengineering effort at the marketing department.

Trouble Declaration
Porter's 5 Forces Analysis
The possible social change at the advertising and marketing department of Dollar Thrifty Automotive Group Online Discounting is boosting unpredictability in the working environment bring about numerous difficulties for the Jeannie Lewis that would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in affecting calculated decisions given that Stapes Inc. had to desert its plans of combining with Office Deport after the Federal Profession Payment's intervention while doing so. Given the reality that the store has a worldwide presence with branches in UK, USA, Canada as well as Germany, political consider each of these nations might be able to impact efficiency or strategic objectives. Federal Profession Payment's antitrust suit against the merger used up important time of the company's elderly management recommending that 'political' factors can have significant effects for an international service.

Economic Factors: Financial factors such as the development of small businesses in the worldwide situation recommend that Dollar Thrifty Automotive Group Online Discounting is flourishing in an atmosphere where there is potential development of companies. Truth that store customers are mostly looking for office products for residence offices suggests that the market has a rising trend of business owners and also residence based businesses.

Social factors: Social trends in the economic climate show that customers are searching for ease in addition to appealing costs. Marketing research demonstrates how the customer for Dollar Thrifty Automotive Group Online Discounting does not have awareness regarding discovering options which can supply a mix of benefit as well as affordable.

Technological factors: Technology plays an important role in Dollar Thrifty Automotive Group Online Discounting's service approach specifically as the organization is piloting Technology facilities which would provide innovation sales and also assistance in the type of memory upgrades, outer installations. (Recap of PEST in appendix 2).

OB Issues and Manifestations.

Several underlying Organizational Habits problems can be seen in Dollar Thrifty Automotive Group Online Discounting's case as highlighted in this area.

Concerns concerning cultural adjustment: There is worry concerning a social modification that would certainly take place as soon as Todd Krasnow leaves from his setting as the Executive Vice President of Advertising with the majority of the employee already showing discontent over this potential move. This anticipated modification has created stress and anxiety in the workplace which has been combined with the previous stress and anxiety of preparing the company for a possible merger with Home Deport.
Pest Analysis
Demanding Work Atmosphere for Newcomers: There is lack of workers that can match the difficult environment of a fast-paced organization. Not only does this bring about problem in finding the appropriate individuals, it puts anxiety on new hires as can not hold up against the rate and also pressure that the company expects them to birth.

Double Reporting Lines: Beginners locate this business society difficult and also challenging to cope with specifically as dotted line connections are suggested to be weak as a whole and unbiased setup and performance analysis is still done by the strong line manager. This means that novices can shed clarity about their corresponding functions as well as purposes especially as populated line coverage does not keep them in direct communication with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor rather than Bridget Coles although it had actually been speculated that the latter would certainly take Krasnow's setting came as a strike to her spirits. Lewis may have been qualified and suitable for the job yet the reality that Kransnow's separation would certainly make Coles a direct record to Lewis may have been the factor for Coles' resignation from services.

Concern & Task Instability: Anxiety as well as instability can be recognized as two major issues that Lewis would certainly be dealing with especially as the merger has actually currently be terminated and also 2 senior executives of the advertising and marketing department would be leaving. The entire duty of the department would certainly be dropping on Lewis's shoulders that would certainly not simply be in charge of brining concerning a cultural change however would likewise have to show herself in her brand-new duty.

Incompatible Administration Design of Leader: Lewis's administration style as well as its incompatibility with the advertising division's function can also be seen as an OB challenge especially as she has actually been used to dealing with issues in the procedures department where employees are shown to focus on processes and also obtain them. The advertising department on the other hand can be seen as a team of people who are made use of to being supported by Krasnow who focused more on result than procedures.

Interdepartmental Arguments: Interdepartmental disputes in between 3 departments, advertising and marketing, merchandizing and operations specifically over the allotment of the advertising and marketing mix can be determined as an additional OB concern. Although the marketing department does not share the exact same vision as the other two departments pertaining to the aloocation of the advertising and marketing mix twoards promotions and also advertsing, the merchandizing as well as operations departments do not agree over the marketing mix appropriation among one another either.

Fragmentation in Advertising And Marketing Division: Disintegration between the marketing and advertising departments can be recognized as one more OB problem which can need additional interest. The truth that the advertising and marketing areas in the advertising and marketing department are disconnected is stopping both divisions from getting from each various other's experience and also know-how. Assimilation of advertising with merchandising and also operations would come to be more difficult if the advertising division itself is degenerated which can be another prospective OB problem.

Dollar Thrifty Automotive Group Online Discounting Analysis

Various concepts have actually been used to discuss the scenarios to obtain more quality about the scenario handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of supervisors think that juniors are passive as well as lazy, have little ambition and withstand change. The circumstance at Dollar Thrifty Automotive Group Online Discounting is not completely following Theory X, it can be seen that brand-new hires are finding this atmosphere instead stressful which may ultimately lead to a higher disposition of the management towards Concept X. Even while evaluating Lewis's management style, theory X might have been ideal in the procedures department to some level however the Marketing division would need reliance on Concept Y in order to obtain the creative thinking as well as creativity from the groups.

Tuckman's Teamwork Theory: As for Lewis's issue about bringing harmony between the marketing and advertising department is worried, this would originally result in conflict as reviewed by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). Based on Tuckman's concept displayed in appendix 3, during the initial phase of group growth, individuals may not bond, as they are busy locating their place in the group. By combining the marketing and advertising division's job, there might coincide first separate which might lead to the second stage of 'storming' where the teams challenge one another. It is just throughout the third phase or 'norming' when they would come together to share concepts before the team can bring about harmony in the fourth stage 'doing'.

When people are offered with modification, they get in stage one and so there might be feelings like despair, unpredictability, irritation, temper, worry, rejection and also disorientation.The situation at the marketing department of Dollar Thrifty Automotive Group Online Discounting is similar so Lewis can obtain comfortable with the concept that it is not remarkable behavior. It is throughout this stage that Lewis will certainly have to offer advice to the division so that they can locate a feeling of instructions. It can be seen how Krasnow has currently made this transition much easier by making Lewis get involved in the department a year prior to his real separation.
Vrio Analysis
Maslow's Requirement power structure: The OB problem pertaining to instability at the workplace has actually been set off firstly by the adjustment in administration and second of all by the fact that the merging will no longer be launched. Abraham Maslow in his Theory of 'Requirements Pecking order' (appendix 5) has reviews the value of 'safety requires as being a lower degree demand of a human for causing inspiration. As seen in the pyramid cooperated appendix 3, we can see how 'the requirement to feel protected and out of danger' goes to the second degree of demands. Before a staff member can be made to create emotionally, he requires to have his 'Physical 'and also 'Security' requires fulfilled. This suggests that unless the employees are made to really feel safe and secure regarding their current employment status 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

Ramification of Analysis.

The OB analysis has actually checked out various concepts to recognize how to cope with the existing circumstance available. The complying with 3 choices have been suggested to help Lewis take care of the organizational obstacles in the marketing division. Each of these choices has been proposed for easing the shift required to bring the marketing division in line with the demands of the market and for making the cultural modification that would adhere to as soon as the present leader leaves.

Combination of marketing and advertising features. Separating Adverting as well as Manufacturing functions. Combination of Advertising And Marketing with Operations.

Examination of Alternatives.

Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merging days has experience in business-to-business advertising and marketing along with company and also retail marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to take care of both marketing and advertising and marketing functions.

The benefit of this strategy is that it will incorporate the two features while lowering the demand for working with an additional resource for advertising. Lewis would be heading the advertising and marketing department and in any kind of case her replacement would be needed for the existing duty that she is doing. The negative aspect of this choice is that outside hiring may produce resentment from internal workers who may be considering the position of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting and Manufacturing: Offered the competitive stress and also premium quality work required from the ad agency, it is advised that Lewis should enable the manufacturing unit to be a different function from the advertising unit. Given that the majority of advertising agencies had these two features as separate systems, it makes more feeling to follow the norm. In addition to this, both features might have the ability to concentrate on their core triggers a lot more efficiently. The drawback of this approach would be that added expenses would certainly have to be birthed for establishing up different manufacturing features. In addition to this, a production head might need to be hired which might raise expenses for the company.

Assimilation of Advertising with Workflows: Considering that Lewis is already looking after the advertising and marketing as well as procedures divisions all at once; it makes sense to incorporate both features since she has been successfully caring for both ends. The fact that both divisions currently have significant distinctions over allocation of sources recommends that this assimilation may have the ability to bring about harmony especially as Lewis would be heading both ends.However there are numerous drawbacks of this relocation especially as it would place too much burden over Lewis's shoulders. The reality that Lewis has to adapt her monitoring style for the advertising and marketing department recommends that these two divisions would be culturally diverse. Lewis might not be able to apply one type of management design to both divisions which can result in ineffectiveness in either one of the 2 features.


An assessment of the 3 choices suggests that integration of advertising and marketing and procedures would not be a viable step as a result of the huge distinctions between the two divisions despite the fact that presently Lewis is dealing with both. While splitting up of the manufacturing function may have been a favorable action for the marketing department, the reality that it would certainly indicate putting a 3rd function under Lewis's wing means this must be stayed clear of also. The assimilation of the advertising and marketing department is the most effective choice in regards to obtaining the optimal arise from the department. An action prepare for this choice is discussed below.

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

Advertising and Marketing features would certainly be combined.

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

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

Lewis will certainly separate herself from operations.

An autonomous management design with staff member empowerment will be made use of in advertising and marketing division.

Open up door policy and emphasis on cross department communication will be targeted at eliminating dissonance.

Backup strategy.

If the integration does not work out as intended, a contingency plan would certainly follow which would certainly separate the production feature from the advertising and marketing function to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the advertising department without an SVP. In that case the production feature will absolutely be divided by putting it under an SVP production.