Konys Inc Case Study Analysis


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Konys Inc Case Study Analysis

Background and Facts

Konys Inc an office products retailer for little and moderate sized companies has just recently been involved in preparing for a merger with its rival House Deport, which has actually impacted performance levels in departmentswith the senior supervisor involved in lawful difficulties put forth by the federal Trade Compensation. With the Advertising Head putting forward the news of his departure from the firm in one year, Jeannie Lewis, the existing head of procedures has actually been asked to take the role in the future. With challenges in the type of a prospective cultural change as well as low worker spirits, the company wants a complete reengineering initiative at the marketing department.

Issue Declaration
Porter's 5 Forces Analysis
The potential cultural modification at the advertising division of Konys Inc is raising uncertainty in the workplace bring about various 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 significant function in influencing tactical choices because Stapes Inc. needed to abandon its strategies of merging with Office Deport after the Federal Profession Compensation's intervention at the same time. Provided the fact that the shop has a global visibility with branches in UK, USA, Canada and also Germany, political consider each of these nations may have the ability to influence performance or strategic objectives. Federal Profession Compensation's antitrust match versus the merger occupied valuable time of the organization's senior management suggesting that 'political' factors can have severe effects for an international organisation.

Economic Factors: Economic factors such as the development of small businesses in the worldwide situation suggest that Konys Inc is flourishing in an environment where there is potential development of organisations. In addition to this, fact that store clients are mainly looking for office products for home offices suggests that the marketplace has an increasing trend of business owners as well as home services.

Social factors: Social trends in the economic climate reveal that clients are searching for convenience along with attractive costs. Marketing research demonstrates how the client for Konys Inc does not have recognition about finding solutions which can provide a mix of benefit and affordable.

Technological factors: Innovation plays a vital role in Konys Inc's service technique specifically as the organization is piloting Innovation centers which would certainly use innovation sales as well as support in the type of memory upgrades, outer installations. (Recap of BUG in appendix 2).

OB Issues and Effects.

Several underlying Business Habits issues can be seen in Konys Inc's case as highlighted in this area.

Uneasiness concerning social modification: There is concern concerning a social adjustment that would certainly take place as soon as Todd Krasnow leaves from his placement as the Exec Vice President of Marketing with the majority of the employee currently revealing discontent over this potential step. This expected adjustment has actually created tension in the workplace which has actually been coupled with the past stress and anxiety of preparing the company for a prospective merger with House Deport.
Pest Analysis
Demanding Work Environment for Newcomers: There is lack of workers that can match the demanding atmosphere of a fast-paced company. Not just does this lead to difficulty in locating the right people, it puts stress on brand-new hires as can not hold up against the pace and also pressure that the organization anticipates them to birth.

Twin Coverage Lines: Novices find this business society cumbersome as well as challenging to cope with particularly as populated line relationships are meant to be weaker as a whole as well as objective setting and performance examination is still done by the strong line manager. This indicates that newcomers might lose quality about their particular roles as well as 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 decision to make Lewis his successor instead of Bridget Coles despite the fact that it had actually been speculated that the last would certainly take Krasnow's position came as a strike to her spirits. Lewis may have been qualified and proper for the job but the fact that Kransnow's departure would certainly make Coles a straight record to Lewis may have been the reason for Coles' resignation from services.

Anxiety & Work Insecurity: Concern as well as insecurity can be identified as two major worries that Lewis would certainly be taking care of specifically as the merger has now be cancelled as well as 2 senior execs of the advertising and marketing department would be leaving. The entire duty of the division would certainly be dropping on Lewis's shoulders that would not simply be in charge of brining concerning a cultural change yet would certainly additionally have to confirm herself in her new role.

Incompatible Administration Design of Leader: Lewis's monitoring style as well as its incompatibility with the advertising and marketing division's function can also be seen as an OB difficulty particularly as she has been utilized to managing problems in the operations division where workers are shown to focus on processes and get them right. The advertising division on the other hand can be seen as a group of individuals that are used to being nurtured by Krasnow who focused more on outcome than procedures.

Interdepartmental Disputes: Interdepartmental differences between 3 departments, marketing, merchandizing and also procedures respectively over the allotment of the marketing mix can be determined as an additional OB concern. Although the marketing department does not share the exact same vision as the various other 2 departments concerning the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and operations departments do not agree over the marketing mix appropriation amongst each other either.

Fragmentation in Marketing Department: Fragmentation between the advertising and marketing divisions can be identified as an additional OB problem which might need further interest. The fact that the advertising and marketing areas in the advertising division are separated is protecting against both divisions from obtaining from each other's experience as well as proficiency. Assimilation of marketing with merchandising and also procedures would come to be more difficult if the advertising division itself is broken down which can be an additional prospective OB concern.

Konys Inc Analysis

Various concepts have been made use of to clarify the conditions to obtain further clearness about the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many supervisors believe that subordinates are passive as well as lazy, have little ambition and resist modification. The circumstance at Konys Inc is not completely adhering to Concept X, it can be seen that brand-new hires are locating this environment rather difficult which may eventually lead to a greater disposition of the management in the direction of Concept X. Even while assessing Lewis's monitoring design, concept X may have been appropriate in the procedures division to some degree but the Advertising department would call for reliance on Theory Y in order to obtain the creative thinking and creativity from the groups.

Tuckman's Synergy Concept: As much as Lewis's concern about bringing harmony between the marketing and also advertising division is worried, this would originally lead to clash as talked about by Bruce Tuckman in his 'Synergy Theory'. By incorporating the marketing as well as advertising division's work, there may be the same preliminary disconnect which might lead to the second phase of 'storming' where the teams test one another.

Bridges' Change Model: According To William Bridge's theory (appendix 4), people are rather awkward with adjustment, which is obvious by the scenario at Konys Inc The circumstance can be viewed as a normal training course of life if is studied based on Bridge's concept where he describes that individuals undergo three phases of shift when they experience adjustment. 'Closing, losing and also Letting go', The Neutral Area as well as 'The New Beginning' (Bridges, 2004). When people are presented with change, they go into phase one therefore there may be emotions like despair, uncertainty, aggravation, temper, concern, denial and also disorientation.The situation at the marketing department of Konys Inc is comparable so Lewis can get comfy with the idea that it is not remarkable behavior. In the second stage, there might be a demand to link the void between the brand-new and also old society so Lewis may have to encounter this ordeal as soon as Krasnow leaves. There may be low spirits as well as reduced productivity at this stage which ought to not be taken as an obstacle. It is throughout this phase that Lewis will need to give assistance to the division so that they can locate an orientation. It can be seen how Krasnow has actually currently made this transition much easier by making Lewis obtain associated with the department a year prior to his real departure. Based on Bridges' Model, phase 3 will certainly bring about visibility to knowing, High power as well as dedication as individuals will embrace the adjustment (Bridges, 2004).
Vrio Analysis
Abraham Maslow in his Concept of 'Requirements Power structure' (appendix 5) has talks about the significance of 'safety and security requires as being a reduced degree need of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the need to feel secure as well as out of risk' is at the second level of demands. Prior to a worker can be made to establish psychologically, he requires to have his 'Physical 'and 'Security' requires fulfilled.

SWOT Analysis for Konys Inc Case Study

Implication of Analysis.

The OB analysis has actually taken a look at numerous theories to comprehend just how to deal with the current scenario at hand. The adhering to three options have actually been suggested to assist Lewis manage the organizational difficulties in the advertising and marketing division. Each of these choices has been proposed for reducing the shift required to bring the advertising and marketing division in accordance with the demands of the marketplace and for making the cultural change that would comply with as soon as the existing leader leaves.

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

Analysis of Alternatives.

Integration of Advertising And Marketing & Marketing Functions: The in-house marketing firm of Konys Inc is already stamina for the company in terms of conserving up on expenses connected to advertising and promotion. Given that no brand-new recruitment has actually been done after Bridget Cole's departure with the coverage line being straight designated to Krasnow for the advertising function, this is a desirable chance for incorporating the marketing and advertising features. Judith Shapiro that has actually earlier been talked to by Lewis during the earlier merging days has knowledge in business-to-business advertising together with agency and retail marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to handle both advertising and marketing features.

The advantage of this approach is that it will certainly incorporate both functions while minimizing the requirement for employing an additional source for advertising. Along with this, Lewis would certainly be heading the marketing division and in any case her substitute would certainly be required for the present duty that she is carrying out. The negative aspect of this choice is that outside hiring might produce animosity from internal employees that may be looking at the placement of EVP after Lewis takes over Krasnow's placement.

Separating Adverting as well as Production: Provided the affordable pressures and high top quality work needed from the advertising and marketing company, it is suggested that Lewis ought to allow the manufacturing device to be a separate function from the marketing system. Because the majority of marketing companies had these two functions as separate devices, it makes more feeling to follow the norm.

Assimilation of Marketing with Procedures: Given that Lewis is currently taking care of the marketing as well as procedures departments all at once; it makes sense to incorporate the 2 features considering that she has actually been effectively taking care of both ends. The truth that Lewis has to adapt her monitoring style for the advertising division suggests that these two departments would certainly be culturally varied.


An analysis of the three choices indicates that combination of advertising and operations would certainly not be a feasible move as a result of the large differences in between both divisions although that currently Lewis is managing both. While splitting up of the manufacturing feature might have been a favorable action for the advertising and marketing department, the fact that it would imply positioning a third function under Lewis's wing suggests this should be avoided. The combination of the advertising division is the best option in terms of getting the ideal results from the department. An activity plan for this choice is reviewed listed below.

Action Plan.
Lewis will certainly take over the duty of EVP Advertising after Krasnow leaves.

Advertising and Marketing functions would certainly be merged.

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

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

Lewis will certainly divide herself from operations.

A democratic leadership style with worker empowerment will certainly be made use of in advertising department.

Open up door policy and also focus on cross department communication will certainly be targeted at getting rid of disharmony.

Contingency plan.

If the assimilation does not exercise as planned, a backup plan would certainly adhere to which would separate the production feature from the marketing function to reduce the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing feature will most definitely be separated by positioning it under an SVP production.