Going Digital Building International Sales In A Digital Economy Case Study Solution


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Going Digital Building International Sales In A Digital Economy Case Study Solution

Background and Facts

Going Digital Building International Sales In A Digital Economy a workplace products store for small and also medium sized organisations has just recently been involved in planning for a merger with its rival House Deport, which has influenced performance degrees in departmentswith the senior supervisor associated with lawful issues presented by the government Profession Payment. With the Advertising and marketing Head putting forward the news of his departure from the business in one year, Jeannie Lewis, the present head of procedures has actually been asked to take the function in the future. With obstacles in the type of a possible social change and low employee spirits, the organization needs a total reengineering initiative at the advertising department.

Trouble Declaration
Porter's 5 Forces Analysis
The prospective cultural change at the advertising and marketing division of Going Digital Building International Sales In A Digital Economy is increasing unpredictability in the workplace resulting in different difficulties for the Jeannie Lewis that would be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in influencing critical decisions given that Stapes Inc. had to desert its plans of combining with Workplace Deport after the Federal Trade Compensation's intervention at the same time. Given the truth that the shop has an international existence with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these nations might be able to impact performance or calculated goals. Federal Profession Payment's antitrust suit versus the merger used up valuable time of the company's senior administration suggesting that 'political' factors can have severe effects for an international business.

Economic Factors: Economic factors such as the introduction of local business in the global situation recommend that Going Digital Building International Sales In A Digital Economy is growing in an atmosphere where there is potential development of companies. Along with this, truth that shop clients are primarily looking for office supplies for office recommends that the market has an increasing fad of business owners and also home based companies.

Social factors: Social patterns in the economy show that customers are looking for convenience as well as eye-catching costs. Market research demonstrates how the consumer for Going Digital Building International Sales In A Digital Economy does not have recognition regarding discovering solutions which can provide a mix of ease as well as low costs.

Technical factors: Innovation plays an important function in Going Digital Building International Sales In A Digital Economy's service method particularly as the organization is piloting Innovation facilities which would certainly offer technology sales as well as support in the type of memory upgrades, outer installations. (Summary of BUG in appendix 2).

OB Issues and also Manifestations.

Numerous underlying Business Actions issues can be seen in Going Digital Building International Sales In A Digital Economy's case as highlighted in this area.

Worries concerning social change: There is apprehension about a cultural change that would certainly occur once Todd Krasnow leaves from his setting as the Exec Vice Head Of State of Advertising with the majority of the employee already revealing discontent over this potential action. This anticipated adjustment has actually produced stress and anxiety in the work environment which has actually been combined with the previous anxiety of preparing the company for a potential merging with Residence Deport.
Pest Analysis
Difficult Work Setting for Newcomers: There is scarcity of workers that can match the demanding environment of a busy organization. Not just does this result in trouble in discovering the right people, it places stress and anxiety on new hires as can not endure the rate and pressure that the organization anticipates them to birth.

Double Coverage Lines: Newbies locate this business society difficult and also challenging to deal with particularly as populated line connections are implied to be weak as a whole and unbiased setup as well as performance examination is still done by the solid line supervisor. This means that newcomers might shed quality concerning their corresponding roles and purposes particularly as populated line coverage does not maintain them in straight interaction with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor instead of Bridget Coles despite the fact that it had been speculated that the latter would take Krasnow's setting came as a strike to her morale. Lewis may have been qualified and appropriate for the job yet the fact that Kransnow's departure would make Coles a direct report to Lewis might have been the reason for Coles' resignation from solutions.

Concern & Task Instability: Concern and insecurity can be recognized as 2 major problems that Lewis would certainly be taking care of especially as the merging has now be cancelled and 2 elderly executives of the advertising division would certainly be leaving. The entire duty of the division would certainly be dropping on Lewis's shoulders who would not just be in charge of brining about a social adjustment but would likewise need to verify herself in her new role.

Inappropriate Management Design of Leader: Lewis's administration style as well as its incompatibility with the marketing division's function can additionally be seen as an OB challenge particularly as she has actually been utilized to managing issues in the procedures division where workers are educated to concentrate on processes and obtain them. The marketing division on the other hand can be seen as a group of individuals that are utilized to being nurtured by Krasnow who concentrated much more on result than processes.

Interdepartmental Disputes: Interdepartmental arguments between 3 divisions, advertising and marketing, merchandizing as well as operations respectively over the allowance of the advertising mix can be identified as another OB worry. The advertising department does not share the very same vision as the various other 2 divisions regarding the aloocation of the advertising mix twoards promos and also advertsing, the merchandizing and procedures divisions do not agree over the marketing mix allocation among one an additional either.

Fragmentation in Advertising And Marketing Department: Fragmentation in between the advertising and marketing divisions can be determined as one more OB concern which can need additional focus. The fact that the marketing and advertising sections in the advertising and marketing division are disconnected is avoiding both departments from acquiring from each other's experience and also expertise. Integration of marketing with retailing as well as operations would become more difficult if the advertising department itself is degenerated which can be another prospective OB problem.

Going Digital Building International Sales In A Digital Economy Analysis

Numerous theories have actually been utilized to discuss the scenarios to obtain further clarity about the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that staffs are easy as well as lazy, have little passion and withstand adjustment. The difficult variation of this theory emphasized browbeating, tight controls, dangers as well as penalties. Gradually it generates reduced efficiency, subtle sabotage and also competition (Bargain, 2003). The situation at Going Digital Building International Sales In A Digital Economy is not completely complying with Concept X, it can be seen that new hires are finding this atmosphere instead stressful which might ultimately lead to a greater inclination of the management in the direction of Theory X. According to McGregor's promoted view, which he called Concept Y, the essential task of the monitoring is to arrange business problems to make sure that people can attain their very own goals best by directing their efforts in the direction of business rewards. If individuals find no complete satisfaction in their job, the management would have little selection yet to rely upon theory X as well as external control (Deal, 2003). Also while evaluating Lewis's monitoring design, concept X might have appropriated in the procedures division somewhat but the Marketing department would certainly need dependence on Theory Y to get the imagination and originality from the teams.

Tuckman's Synergy Theory: As far as Lewis's worry about bringing harmony in between the advertising as well as advertising division is worried, this would originally lead to contrast as discussed by Bruce Tuckman in his 'Team effort Concept'. By integrating the advertising and marketing as well as advertising division's work, there may be the same initial detach which can lead to the 2nd phase of 'storming' where the teams challenge one another.

Bridges' Change Version: According To William Bridge's concept (appendix 4), individuals are rather unpleasant with adjustment, which is obvious by the situation at Going Digital Building International Sales In A Digital Economy The circumstance can be seen as a regular program of life if is researched as per Bridge's theory where he explains that individuals undergo 3 phases of transition when they experience modification. 'End, shedding as well as Releasing', The Neutral Area and 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they enter phase one therefore there might be feelings like unhappiness, uncertainty, frustration, temper, concern, rejection and also disorientation.The circumstance at the advertising and marketing division of Going Digital Building International Sales In A Digital Economy is similar so Lewis can obtain comfortable with the concept that it is not extraordinary actions. In the 2nd stage, there may be a requirement to bridge the void between the new and also old culture so Lewis might need to face this challenge once Krasnow leaves. There might be low spirits and also low efficiency at this phase which ought to not be taken as a trouble. It is throughout this phase that Lewis will need to provide support to the department to ensure that they can find a sense of direction. It can be seen how Krasnow has already made this transition much easier by making Lewis obtain associated with the division a year prior to his actual departure. As per Bridges' Design, stage three will cause visibility to knowing, High energy and also commitment as individuals will certainly embrace the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Requirement hierarchy: The OB issue related to insecurity at the workplace has actually been triggered to start with by the adjustment in management and secondly by the truth that the merger will certainly no longer be started. Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has talks about the importance of 'safety and security needs as being a reduced degree requirement of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see just how 'the requirement to feel safe as well as unharmed' is at the second degree of needs. Before an employee can be made to establish psychologically, he needs to have his 'Physical 'and also 'Security' needs satisfied. This suggests that unless the personnel are made to really feel safe and secure regarding their current employment standing in Going Digital Building International Sales In A Digital Economy they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Going Digital Building International Sales In A Digital Economy Case Study

Implication of Analysis.

The OB analysis has actually taken a look at various concepts to recognize just how to handle the current situation handy. The following 3 options have actually been suggested to assist Lewis handle the business challenges in the marketing division. Each of these options has actually been proposed for relieving the change required to bring the advertising and marketing department in line with the demands of the marketplace and for making the social adjustment that would certainly follow as soon as the current leader leaves.

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

Examination of Alternatives.

Judith Shapiro who has earlier been spoken with by Lewis during the earlier merging days has knowledge in business-to-business advertising and marketing along with agency and also retail advertising experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to take care of both marketing and also advertising features.

The benefit of this technique is that it will integrate the two functions while minimizing the need for hiring an additional source for marketing. Along with this, Lewis would certainly be heading the advertising division and also all the same her substitute would be needed for the existing function that she is performing. The disadvantage of this alternative is that outside hiring may bring about resentment from interior employees that might be considering the position of EVP after Lewis takes over Krasnow's placement.

Dividing Adverting and also Production: Offered the competitive stress as well as high quality job needed from the advertising firm, it is recommended that Lewis ought to permit the production unit to be a different function from the marketing device. Since a lot of marketing firms had these 2 functions as separate devices, it makes more sense to follow the norm.

Combination of Advertising And Marketing with Workflows: Because Lewis is already taking treatment of the marketing and also procedures departments simultaneously; it makes sense to integrate the two features because she has actually been effectively taking treatment of both ends. The reality that Lewis has to adjust her administration style for the advertising division suggests that these 2 departments would be culturally varied.


An analysis of the 3 options shows that integration of advertising and marketing and procedures would not be a feasible move because of the vast differences between the two departments despite the fact that presently Lewis is taking care of both. While splitting up of the production feature may have been a positive move for the advertising division, the fact that it would suggest putting a third feature under Lewis's wing indicates this should be prevented as well. The integration of the marketing division is the best option in regards to obtaining the optimal results from the division. An action prepare for this choice is gone over below.

Action Strategy.
Lewis will certainly take over the duty of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would be combined.

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

Production function will continue to be component of advertising and marketing under marketing function.

Lewis will separate herself from operations.

An autonomous management style with staff member empowerment will certainly be utilized in marketing department.

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

Backup strategy.

If the combination does not exercise as planned, a contingency plan would adhere to which would certainly separate the manufacturing function from the advertising and marketing function to lower the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the marketing division without an SVP. Because case the production function will absolutely be divided by placing it under an SVP manufacturing.