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Relayfoodscom Case Study Analysis

Background and Facts

Relayfoodscom an office products seller for tiny and medium sized businesses has lately been involved in planning for a merging with its competitor Residence Deport, which has affected effectiveness degrees in departmentswith the senior supervisor involved in legal difficulties presented by the federal Trade Compensation. With the Advertising and marketing Head putting forward the information of his departure from the company in one year, Jeannie Lewis, the current head of operations has actually been asked to take the role in the future. With challenges in the type of a prospective cultural modification and also low worker morale, the company is in need of a complete reengineering initiative at the advertising department.

Trouble Statement
Porter's 5 Forces Analysis
The prospective social adjustment at the advertising and marketing division of Relayfoodscom is increasing unpredictability in the working environment resulting in numerous difficulties for the Jeannie Lewis that would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in affecting strategic decisions given that Stapes Inc. had to desert its plans of combining with Workplace Deport after the Federal Profession Compensation's treatment at the same time. Offered the truth that the shop has a global visibility with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these countries may be able to influence performance or tactical objectives. Federal Profession Compensation's antitrust suit versus the merger took up valuable time of the organization's elderly administration recommending that 'political' factors can have significant ramifications for a global company.

Economic Factors: Economic factors such as the development of small businesses in the global circumstance suggest that Relayfoodscom is flourishing in a setting where there is prospective growth of organisations. Along with this, reality that store clients are mainly seeking workplace supplies for office recommends that the market has a rising pattern of business owners and home businesses.

Social factors: Social fads in the economic climate show that customers are seeking convenience as well as attractive rates. Market research demonstrates how the client for Relayfoodscom lacks recognition about discovering services which can provide a mix of comfort and low costs.

Technical factors: Modern technology plays a vital duty in Relayfoodscom's service method specifically as the organization is piloting Innovation centers which would certainly provide technology sales and also assistance in the form of memory upgrades, peripheral installments. (Recap of BUG in appendix 2).

OB Issues and also Symptoms.

Numerous underlying Organizational Behavior issues can be seen in Relayfoodscom's case as highlighted in this section.

Uneasiness regarding social adjustment: There is concern about a cultural modification that would certainly take place once Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising with the majority of the personnel currently revealing unhappiness over this prospective step. This anticipated modification has actually developed stress and anxiety in the office which has actually been coupled with the past stress and anxiety of preparing the company for a potential merger with House Deport.
Pest Analysis
Stressful Work Atmosphere for Newcomers: There is scarcity of personnel that can match the demanding setting of a fast-paced organization. Not just does this result in trouble in discovering the right people, it places tension on new hires as can not stand up to the pace as well as pressure that the organization anticipates them to birth.

Twin Reporting Lines: Beginners locate this business society cumbersome and also difficult to manage particularly as populated line partnerships are suggested to be weaker as a whole and also objective setting as well as efficiency evaluation is still done by the solid line manager. This means that novices could lose clarity concerning their particular functions and purposes especially as dotted line reporting does not maintain them in direct interaction with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles even though it had been speculated that the latter would certainly take Krasnow's placement came as an impact to her morale. Lewis may have been capable and suitable for the task yet the fact that Kransnow's departure would make Coles a straight report to Lewis may have been the factor for Coles' resignation from services.

Worry & Job Instability: Anxiety as well as instability can be determined as 2 major problems that Lewis would certainly be dealing with specifically as the merging has actually currently be cancelled as well as 2 elderly execs of the advertising and marketing department would certainly be leaving. The entire obligation of the department would be falling on Lewis's shoulders that would certainly not just be in charge of brining regarding a cultural change however would likewise need to show herself in her new function.

Incompatible Monitoring Style of Leader: Lewis's monitoring design and its incompatibility with the marketing division's function can likewise be seen as an OB obstacle specifically as she has actually been made use of to taking care of problems in the procedures division where personnel are educated to concentrate on processes as well as get them right. The advertising division on the various other hand can be viewed as a group of individuals who are used to being nurtured by Krasnow who focused more on output than procedures.

Interdepartmental Disagreements: Interdepartmental disagreements between three departments, advertising, merchandizing and also operations respectively over the allocation of the marketing mix can be recognized as another OB worry. The advertising division does not share the exact same vision as the various other 2 divisions regarding the aloocation of the advertising and marketing mix twoards promos and advertsing, the merchandizing as well as procedures departments do not agree over the marketing mix allocation amongst one an additional either.

Disintegration in Advertising And Marketing Department: Disintegration in between the marketing and advertising departments can be identified as one more OB issue which can require more focus. The truth that the marketing and advertising areas in the marketing division are detached is avoiding both divisions from acquiring from each various other's experience and competence. Assimilation of advertising and marketing with retailing and operations would certainly end up being more difficult if the marketing division itself is disintegrated which can be another prospective OB issue.

Relayfoodscom Analysis

Various theories have been utilized to describe the situations to obtain more clarity about the scenario available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of supervisors think that staffs are passive and careless, have little aspiration as well as resist modification. The difficult version of this theory emphasized browbeating, limited controls, risks and also punishments. In time it produces low productivity, refined sabotage and also rivalry (Deal, 2003). The circumstance at Relayfoodscom is not completely complying with Concept X, it can be seen that brand-new hires are locating this atmosphere instead stressful which might ultimately lead to a greater inclination of the management in the direction of Concept X. According to McGregor's supported sight, which he called Theory Y, the crucial job of the administration is to arrange organizational conditions to ensure that people can attain their own objectives best by directing their initiatives in the direction of business rewards. If individuals find no fulfillment in their job, the monitoring would certainly have little choice but to rely on theory X as well as outside control (Bargain, 2003). Also while assessing Lewis's monitoring style, concept X might have been suitable in the procedures division to some extent however the Advertising and marketing division would certainly need reliance on Concept Y in order to get the imagination and creativity from the teams.

Tuckman's Teamwork Concept: Regarding Lewis's concern concerning bringing harmony between the advertising and marketing department is worried, this would initially result in contrast as gone over by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). As per Tuckman's theory displayed in appendix 3, throughout the preliminary phase of group growth, individuals might not bond, as they are active finding their location in the group. By incorporating the marketing and advertising department's job, there may coincide preliminary separate which might result in the 2nd stage of 'storming' where the teams test each other. It is just throughout the third stage or 'norming' when they would come together to share ideas before the team can bring about harmony in the 4th phase 'doing'.

Bridges' Shift Model: Based On William Bridge's concept (appendix 4), individuals are rather uneasy with adjustment, which is obvious by the situation at Relayfoodscom The circumstance can be viewed as a regular program of life if is studied according to Bridge's concept where he discusses that individuals experience three phases of change when they experience modification. 'Ending, losing and Releasing', The Neutral Zone as well as 'The New Starting' (Bridges, 2004). When people exist with adjustment, they enter stage one therefore there may be emotions like unhappiness, unpredictability, aggravation, anger, concern, rejection as well as disorientation.The situation at the advertising and marketing division of Relayfoodscom is similar so Lewis can get comfortable with the suggestion that it is not amazing actions. In the 2nd stage, there might be a need to bridge the space in between the brand-new as well as old society so Lewis may have to encounter this challenge when Krasnow leaves. There might be reduced morale and low performance at this stage which ought to not be taken as a setback. It is during this phase that Lewis will certainly have to provide assistance to the division so that they can find an orientation. It can be seen how Krasnow has actually already made this transition much easier by making Lewis get associated with the department a year before his actual departure. According to Bridges' Design, phase 3 will certainly produce visibility to learning, High energy and commitment as individuals will certainly embrace the adjustment (Bridges, 2004).
Vrio Analysis
Maslow's Need pecking order: The OB problem pertaining to instability at the work environment has been set off to start with by the adjustment in monitoring as well as second of all by the reality that the merging will no more be started. Abraham Maslow in his Concept of 'Requirements Pecking order' (appendix 5) has discusses the value of 'protection requires as being a lower degree requirement of a human for causing motivation. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the demand to feel protected and out of danger' is at the second level of requirements. Prior to a worker can be made to develop mentally, he requires to have his 'Physical 'and also 'Security' needs satisfied. This indicates that unless the employees are made to feel secure concerning their existing employment condition in Relayfoodscom they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Relayfoodscom Case Study

Implication of Analysis.

The OB analysis has checked out numerous concepts to recognize how to cope with the existing situation at hand. The adhering to 3 alternatives have been proposed to help Lewis take care of the organizational difficulties in the marketing department. Each of these choices has been proposed for easing the transition needed to bring the advertising division in line with the demands of the marketplace as well as for making the social adjustment that would adhere to once the existing leader leaves.

Assimilation of marketing and advertising features. Dividing Adverting and Production features. Integration of Advertising And Marketing with Procedures.

Examination of Alternatives.

Judith Shapiro that has actually earlier been interviewed by Lewis throughout the earlier merging days has proficiency in business-to-business marketing along with firm as well as retail marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to manage both advertising and marketing and also advertising and marketing features.

The benefit of this approach is that it will certainly integrate the two functions while minimizing the demand for hiring an extra source for advertising. Lewis would be heading the marketing division and also in any kind of case her substitute would be required for the existing role that she is executing. The drawback of this choice is that outside hiring might bring about bitterness from inner workers that might be considering the setting of EVP after Lewis takes over Krasnow's setting.

Dividing Adverting and Production: Provided the affordable pressures and also high top quality work called for from the marketing firm, it is recommended that Lewis ought to enable the production system to be a separate feature from the advertising unit. Since the majority of advertising and marketing firms had these 2 features as separate devices, it makes more feeling to adhere to the norm.

Integration of Advertising And Marketing with Workflows: Given that Lewis is currently looking after the advertising and marketing as well as procedures divisions all at once; it makes sense to integrate both functions considering that she has actually been effectively caring for both ends. The reality that both divisions currently have major distinctions over allowance of resources suggests that this integration might be able to produce harmony especially as Lewis would be heading both ends.However there are different disadvantages of this action especially as it would put excessive concern over Lewis's shoulders. The fact that Lewis needs to adapt her monitoring style for the marketing division recommends that these two divisions would be culturally varied. Lewis may not be able to apply one kind of management style to both divisions which could result in inadequacy in either one of the two functions.


An evaluation of the three alternatives shows that combination of marketing and also operations would certainly not be a viable move due to the large distinctions between the two divisions although that presently Lewis is managing both. While separation of the manufacturing function might have been a beneficial relocation for the advertising division, the fact that it would imply putting a third function under Lewis's wing means this ought to be avoided as well. The assimilation of the marketing division is the very best alternative in regards to getting the optimum results from the division. An action prepare for this choice is discussed below.

Activity Plan.
Lewis will certainly take over the function of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would be combined.

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

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

Lewis will certainly separate herself from operations.

A democratic management design with worker empowerment will certainly be utilized in marketing department.

Open up door plan and focus on cross department communication will be targeted at getting rid of discord.

Contingency strategy.

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