Gomak Inc Case Study Solution


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Gomak Inc Case Study Solution

Background and Facts

Gomak Inc an office materials merchant for tiny as well as average sized companies has actually lately been involved in preparing for a merger with its rival House Deport, which has actually impacted effectiveness levels in departmentswith the senior manager involved in legal issues put forth by the government Profession Commission. With the Advertising Head advancing the news of his departure from the company in one year, Jeannie Lewis, the current head of operations has actually been asked to take the duty in the near future. With obstacles in the kind of a possible cultural adjustment and also low employee spirits, the organization requires a total reengineering initiative at the advertising department.

Trouble Statement
Porter's 5 Forces Analysis
The potential cultural modification at the advertising and marketing division of Gomak Inc is enhancing uncertainty in the working environment bring about numerous challenges for the Jeannie Lewis who would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major duty in impacting calculated decisions considering that Stapes Inc. had to desert its plans of combining with Workplace Deport after the Federal Trade Compensation's intervention in the process. Given the truth that the shop has a worldwide presence with branches in UK, UNITED STATES, Canada as well as Germany, political consider each of these countries might be able to influence efficiency or calculated goals. Federal Trade Compensation's antitrust match versus the merging used up beneficial time of the company's elderly management suggesting that 'political' factors can have severe ramifications for a worldwide business.

Economic Factors: Economic factors such as the development of small businesses in the global situation suggest that Gomak Inc is prospering in an environment where there is possible development of organisations. Along with this, reality that shop clients are mainly seeking workplace materials for office recommends that the marketplace has a rising trend of business owners and also online companies.

Social factors: Social patterns in the economic climate show that clients are trying to find ease along with appealing prices. Market research shows how the client for Gomak Inc does not have awareness concerning finding services which can supply a mix of comfort and inexpensive.

Technical factors: Modern technology plays a vital duty in Gomak Inc's business method specifically as the company is piloting Innovation centers which would certainly supply modern technology sales and also support in the kind of memory upgrades, peripheral setups. (Summary of BUG in appendix 2).

OB Issues and also Manifestations.

Numerous underlying Business Habits concerns can be seen in Gomak Inc's case as highlighted in this area.

Worries concerning cultural change: There is apprehension concerning a cultural change that would take place once Todd Krasnow leaves from his position as the Exec Vice Head Of State of Advertising And Marketing with most of the personnel currently revealing discontent over this possible step. This expected modification has developed tension in the office which has been paired with the previous anxiety of preparing the company for a possible merger with House Deport.
Pest Analysis
Difficult Job Setting for Newcomers: There is lack of workers that can match the stressful setting of a busy company. Not only does this lead to problem in finding the best people, it places tension on brand-new hires as can not endure the pace and also stress that the company expects them to bear.

Dual Coverage Lines: Newcomers discover this business society cumbersome as well as tough to manage especially as populated line relationships are meant to be weaker as a whole as well as objective setting and performance analysis is still done by the strong line supervisor. This suggests that newcomers can shed clarity about their respective roles as well as purposes particularly as dotted line reporting does not keep them in direct communication with the solid line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower rather than Bridget Coles although it had been speculated that the last would certainly take Krasnow's position came as an impact to her morale. Lewis may have been capable as well as suitable for the job but the reality that Kransnow's separation would make Coles a straight record to Lewis might have been the factor for Coles' resignation from solutions.

Concern & Work Instability: Fear as well as instability can be determined as two major concerns that Lewis would be managing especially as the merger has currently be cancelled as well as 2 senior execs of the marketing department would be leaving. The entire obligation of the division would be dropping on Lewis's shoulders who would certainly not simply be in charge of brining regarding a social change yet would additionally have to verify herself in her brand-new function.

Inappropriate Management Style of Leader: Lewis's management style and also its conflict with the advertising division's function can additionally be seen as an OB difficulty especially as she has actually been utilized to taking care of issues in the procedures division where employees are educated to concentrate on procedures as well as obtain them. The advertising and marketing division on the various other hand can be viewed as a team of individuals that are utilized to being supported by Krasnow that focused more on output than procedures.

Interdepartmental Disputes: Interdepartmental disagreements in between 3 departments, advertising, merchandizing and operations specifically over the allotment of the advertising mix can be determined as one more OB worry. Although the marketing department does not share the same vision as the other two departments pertaining to the aloocation of the advertising and marketing mix twoards promotions and also advertsing, the merchandizing and procedures divisions do not agree over the marketing mix allowance amongst one another either.

Disintegration in Advertising And Marketing Division: Fragmentation in between the marketing and advertising departments can be determined as another OB concern which can require further attention. The truth that the advertising and marketing sections in the advertising and marketing department are disconnected is avoiding both divisions from obtaining from each other's experience and experience. Assimilation of marketing with merchandising as well as procedures would become harder if the marketing division itself is disintegrated which can be one more prospective OB worry.

Gomak Inc Analysis

Various theories have been made use of to discuss the situations to get further quality about the scenario handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most managers believe that juniors are passive and lazy, have little aspiration and resist change. The tough version of this concept stressed threat, limited controls, dangers and penalties. Gradually it creates reduced efficiency, subtle sabotage as well as rivalry (Offer, 2003). The situation at Gomak Inc is not completely complying with Concept X, it can be seen that brand-new hires are finding this environment rather difficult which may ultimately lead to a higher inclination of the administration towards Concept X. Based on McGregor's advocated sight, which he called Concept Y, the necessary task of the administration is to organize organizational conditions to make sure that people can achieve their very own goals best by guiding their initiatives towards organizational rewards. If individuals find no fulfillment in their work, the monitoring would have little option yet to rely upon theory X and also external control (Bargain, 2003). Even while evaluating Lewis's administration design, concept X may have appropriated in the procedures department to some extent however the Marketing department would require dependence on Theory Y to get the creativity and originality from the teams.

Tuckman's Teamwork Theory: Regarding Lewis's issue about bringing harmony in between the marketing and advertising department is worried, this would at first bring about conflict as reviewed by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). According to Tuckman's theory received appendix 3, during the initial stage of group growth, individuals might not bond, as they are hectic finding their area in the team. By integrating the advertising and marketing division's job, there might be the same preliminary detach which can cause the second phase of 'storming' where the groups test one another. It is only throughout the 3rd stage or 'norming' when they would certainly come with each other to share concepts before the team can bring around synergy in the 4th phase 'doing'.

Bridges' Change Model: Based On William Bridge's theory (appendix 4), individuals are rather unpleasant with modification, which is obvious by the scenario at Gomak Inc The situation can be viewed as a regular course of life if is researched as per Bridge's theory where he clarifies that individuals go through three stages of shift when they experience adjustment. '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 phase one therefore there might be emotions like unhappiness, uncertainty, stress, anger, anxiety, denial and also disorientation.The situation at the marketing department of Gomak Inc is similar so Lewis can get comfy with the idea that it is not amazing behavior. In the second stage, there might be a need to link the space in between the new and old society so Lewis might need to encounter this experience when Krasnow leaves. There may be reduced spirits and also low efficiency at this stage which should not be taken as a problem. It is throughout this phase that Lewis will certainly need to offer guidance to the division to ensure that they can find a sense of direction. It can be seen how Krasnow has currently made this shift simpler by making Lewis obtain associated with the division a year prior to his actual separation. According to Bridges' Design, stage three will certainly produce openness to knowing, High power and commitment as people will certainly embrace the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Demands Pecking order' (appendix 5) has talks about the value of 'security needs as being a lower degree requirement of a human for triggering motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the demand to feel safe and secure and out of threat' is at the 2nd degree of requirements. Before an employee can be made to establish psychologically, he needs to have his 'Physiological 'and 'Safety' requires met.

SWOT Analysis for Gomak Inc Case Study

Implication of Analysis.

The OB analysis has considered various concepts to comprehend how to cope with the present situation at hand. The following 3 options have been suggested to help Lewis deal with the organizational obstacles in the advertising and marketing division. Each of these alternatives has actually been proposed for alleviating the transition needed to bring the marketing department in line with the demands of the market as well as for making the cultural adjustment that would certainly follow once the existing leader leaves.

Combination of advertising and marketing features. Separating Adverting and also Production functions. Assimilation of Marketing with Procedures.

Analysis of Alternatives.

Judith Shapiro that has earlier been talked to by Lewis throughout the earlier merging days has proficiency in business-to-business marketing along with company as well as retail advertising experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to manage both marketing and advertising and marketing functions.

The advantage of this strategy is that it will integrate both functions while reducing the demand for hiring an extra resource for marketing. Along with this, Lewis would certainly be heading the advertising division and also regardless her replacement would certainly be required for the current role that she is executing. The negative aspect of this option is that external hiring may cause bitterness from interior workers that might be eying the position of EVP after Lewis takes over Krasnow's setting.

Separating Adverting and also Manufacturing: Provided the affordable pressures and also high quality work needed from the advertising and marketing firm, it is recommended that Lewis should enable the production system to be a different feature from the advertising and marketing system. Considering that a lot of marketing companies had these two functions as different units, it makes even more sense to adhere to the norm.

Integration of Advertising And Marketing with Operations: Since Lewis is currently taking care of the advertising and marketing and also operations departments all at once; it makes sense to incorporate the 2 features since she has actually been effectively taking treatment of both ends. The reality that Lewis has to adjust her monitoring style for the advertising department suggests that these 2 divisions would be culturally varied.


An evaluation of the three choices suggests that assimilation of marketing and operations would certainly not be a viable relocation due to the large differences in between the two divisions despite the fact that presently Lewis is handling both. While separation of the manufacturing function may have been a positive relocation for the advertising and marketing division, the reality that it would certainly suggest placing a third function under Lewis's wing indicates this ought to be avoided.

Action Strategy.
Lewis will take over the role of EVP Advertising and marketing after Krasnow leaves.

Advertising and Marketing functions would be merged.

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

Manufacturing feature will continue to be part of advertising under advertising and marketing feature.

Lewis will certainly separate herself from operations.

A democratic leadership style with staff member empowerment will certainly be made use of in marketing division.

Open up door plan and focus on cross department interaction will certainly be focused on removing disharmony.

Backup strategy.

If the combination does not work out as prepared, a contingency strategy would certainly comply with which would separate the production feature from the marketing feature to reduce the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain employed, Lewis will certainly be heading the advertising and marketing division without an SVP. In that case the production feature will definitely be divided by putting it under an SVP manufacturing.