Relayfoodscom Case Study Analysis


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Relayfoodscom Case Study Help

Background and Facts

Relayfoodscom a workplace products merchant for small and also moderate sized businesses has recently been associated with planning for a merging with its rival Home Deport, which has actually affected efficiency degrees in departmentswith the senior manager associated with legal difficulties put forth by the government Trade Compensation. With the Advertising Head putting forward the news of his departure from the company in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the function in the future. With obstacles in the kind of a possible social modification and also reduced employee spirits, the company is in need of a complete reengineering effort at the advertising division.

Issue Declaration

The possible social change at the marketing division of Relayfoodscom is boosting unpredictability in the working environment resulting in different obstacles for the Jeannie Lewis that would be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in impacting calculated decisions because Stapes Inc. needed to abandon its plans of merging with Workplace Deport after the Federal Trade Commission's treatment at the same time. Given the reality that the store has a worldwide visibility with branches in UK, USA, Canada and also Germany, political factors in each of these countries might have the ability to influence efficiency or calculated objectives. Federal Profession Compensation's antitrust fit against the merger used up important time of the company's elderly management suggesting that 'political' factors can have severe implications for an international service.

Economic Factors: Financial factors such as the introduction of local business in the global scenario suggest that Relayfoodscom is flourishing in an atmosphere where there is potential development of services. Reality that store customers are mainly looking for workplace supplies for residence workplaces recommends that the market has a climbing trend of business owners and also residence based organisations.

Social factors: Social fads in the economic climate reveal that consumers are trying to find convenience along with attractive rates. Marketing research demonstrates how the consumer for Relayfoodscom lacks awareness about locating remedies which can provide a combination of convenience as well as inexpensive.

Technical factors: Modern technology plays an essential duty in Relayfoodscom's business strategy especially as the organization is piloting Modern technology centers which would certainly supply innovation sales and also support in the form of memory upgrades, peripheral installments. (Recap of INSECT in appendix 2).

OB Issues and Symptoms.

A number of underlying Business Behavior concerns can be seen in Relayfoodscom's case as highlighted in this area.

Worries regarding social modification: There is concern about a social adjustment that would certainly take place as soon as Todd Krasnow leaves from his position as the Exec Vice Head Of State of Marketing with a lot of the staff members currently showing unhappiness over this prospective move. This anticipated adjustment has created stress in the work environment which has been combined with the previous stress of preparing the company for a possible merging with House Deport.

Difficult Task Setting for Newcomers: There is shortage of personnel that can match the demanding atmosphere of a busy company. Not just does this result in problem in finding the appropriate individuals, it places anxiety on new hires as can not stand up to the pace as well as stress that the company expects them to bear.

Double Reporting Lines: Newcomers locate this business society difficult and also tough to cope with specifically as populated line connections are meant to be weaker as a whole and objective setup as well as performance examination is still done by the solid line supervisor. This suggests that novices might lose clearness concerning their corresponding roles as well as objectives specifically as dotted line reporting does not maintain them in straight communication with the solid line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles despite the fact that it had been guessed that the latter would take Krasnow's position came as a strike to her morale. Lewis may have been qualified and suitable for the work however the truth that Kransnow's separation would make Coles a straight record to Lewis may have been the reason for Coles' resignation from solutions.

Concern & Task Instability: Worry and also instability can be identified as 2 significant problems that Lewis would certainly be taking care of specifically as the merging has currently be terminated and 2 senior executives of the advertising division would be leaving. The whole duty of the department would be falling on Lewis's shoulders that would not just be in charge of brining concerning a social adjustment however would certainly also have to prove herself in her new duty.

Incompatible Administration Design of Leader: Lewis's administration design as well as its conflict with the advertising department's function can likewise be seen as an OB difficulty specifically as she has actually been used to handling problems in the operations department where employees are shown to concentrate on processes as well as get them right. The advertising and marketing division on the various other hand can be seen as a group of people who are utilized to being nurtured by Krasnow who concentrated more on outcome than processes.

Interdepartmental Disagreements: Interdepartmental differences between three departments, advertising and marketing, merchandizing as well as procedures respectively over the allocation of the advertising and marketing mix can be recognized as one more OB worry. Although the marketing division does not share the same vision as the other 2 departments concerning the aloocation of the advertising and marketing mix twoards promos and also advertsing, the merchandizing and operations divisions do not agree over the advertising and marketing mix allotment among one another either.

Fragmentation in Advertising Division: Fragmentation in between the marketing and advertising departments can be identified as another OB issue which can need further focus. The truth that the marketing and advertising sections in the advertising and marketing department are detached is protecting against both departments from gaining from each various other's experience and knowledge. Assimilation of advertising and marketing with retailing and operations would certainly become harder if the advertising and marketing division itself is degenerated which can be one more possible OB issue.

Relayfoodscom Analysis

Different concepts have been utilized to explain the situations to get more clearness concerning the situation available.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of managers believe that staffs are passive and careless, have little passion and also withstand change. The hard version of this concept highlighted browbeating, limited controls, threats and punishments. Over time it creates low performance, refined sabotage as well as rivalry (Bargain, 2003). The situation at Relayfoodscom is not completely complying with Concept X, it can be seen that new hires are locating this environment instead demanding which may ultimately lead to a better disposition of the administration towards Concept X. According to McGregor's advocated sight, which he called Concept Y, the essential task of the management is to arrange business problems to ensure that people can attain their own objectives best by guiding their efforts towards organizational incentives. If individuals discover no contentment in their job, the administration would have little choice yet to count on concept X as well as external control (Offer, 2003). Even while assessing Lewis's administration style, concept X might have been suitable in the operations division to some extent yet the Advertising and marketing department would certainly need reliance on Concept Y in order to get the imagination as well as originality from the teams.

Tuckman's Synergy Theory: Regarding Lewis's problem regarding bringing harmony in between the marketing and advertising division is concerned, this would initially cause conflict as talked about by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). Based on Tuckman's theory shown in appendix 3, during the first stage of team growth, people might not bond, as they are hectic discovering their place in the team. By combining the advertising and marketing department's work, there may be the same initial disconnect which could result in the 2nd stage of 'storming' where the groups test one another. Nonetheless, it is only during the 3rd stage or 'norming' when they would integrate to share ideas prior to the group can produce harmony in the fourth stage 'performing'.

When individuals are provided with change, they enter stage one and also so there may be emotions like despair, unpredictability, stress, temper, concern, denial and disorientation.The situation at the advertising and marketing division of Relayfoodscom is comparable so Lewis can get comfy with the suggestion that it is not extraordinary actions. It is throughout this phase that Lewis will certainly have to provide support to the department so that they can find a sense of instructions. It can be seen just how Krasnow has actually currently made this shift simpler by making Lewis get entailed in the department a year before his real separation.

Abraham Maslow in his Theory of 'Demands Pecking order' (appendix 5) has goes over the importance of 'safety and security requires as being a lower degree demand of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the need to really feel safe and out of risk' is at the second level of requirements. Before a worker can be made to establish emotionally, he needs to have his 'Physical 'and also 'Security' requires met.

SWOT Analysis for Relayfoodscom Case Study

Effects of Analysis.

The OB analysis has considered various concepts to comprehend just how to deal with the existing circumstance available. The adhering to three alternatives have been recommended to help Lewis handle the business obstacles in the marketing division. Each of these options has actually been suggested for easing the shift needed to bring the advertising department in line with the requirements of the market and for making the cultural adjustment that would certainly adhere to when the current leader leaves.

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

Examination of Alternatives.

Combination of Marketing & Advertising Functions: The in-house advertising and marketing company of Relayfoodscom is currently toughness for the organization in terms of saving up on overheads connected to advertising and marketing as well as promo. Since no brand-new recruitment has actually been done after Bridget Cole's departure with the coverage line being straight assigned to Krasnow for the marketing feature, this is a favorable opportunity for integrating the marketing and advertising functions. Judith Shapiro who has actually earlier been talked to by Lewis during the earlier merging days has proficiency in business-to-business marketing together with agency and retail marketing experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to take care of both marketing and advertising features.

The advantage of this approach is that it will certainly incorporate the two functions while reducing the need for employing an extra source for advertising and marketing. Lewis would certainly be heading the advertising and marketing division and in any kind of case her replacement would certainly be required for the current duty that she is carrying out. The disadvantage of this choice is that external hiring may produce resentment from interior personnel that may be eying the position of EVP after Lewis takes over Krasnow's position.

Dividing Adverting as well as Production: Given the affordable stress as well as high top quality work called for from the advertising and marketing agency, it is advised that Lewis needs to enable the manufacturing unit to be a separate feature from the marketing device. Since most marketing firms had these 2 features as different systems, it makes more feeling to follow the standard.

Integration of Advertising with Procedures: Given that Lewis is currently taking care of the marketing and operations departments at the same time; it makes good sense to incorporate both features since she has been efficiently caring for both ends. The fact that the two departments already have significant differences over appropriation of resources recommends that this integration might be able to produce consistency specifically as Lewis would certainly be heading both ends.However there are various disadvantages of this step particularly as it would certainly put excessive problem over Lewis's shoulders. The fact that Lewis has to adapt her management design for the advertising division suggests that these two divisions would certainly be culturally varied. Lewis may not be able to apply one kind of management design to both divisions which can result in inefficiency in either one of the two functions.


An assessment of the 3 options suggests that assimilation of advertising and marketing and procedures would not be a viable step due to the huge differences in between both divisions although that currently Lewis is taking care of both. While splitting up of the manufacturing feature might have been a positive action for the marketing division, the truth that it would certainly imply putting a third function under Lewis's wing implies this must be stayed clear of. The assimilation of the marketing division is the best choice in regards to getting the optimum results from the division. An activity prepare for this choice is discussed below.

Activity Strategy.

Lewis will take control of the function of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would certainly be combined.

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

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

Lewis will divide herself from operations.

A democratic management style with staff member empowerment will certainly be used in advertising and marketing department.

Open door plan and also focus on cross department communication will certainly be targeted at eliminating dissonance.

Backup strategy.

If the combination does not exercise as prepared, a contingency plan would comply with which would certainly separate the production feature from the marketing function to reduce the lots on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the marketing department without an SVP. In that case the production function will definitely be divided by positioning it under an SVP production.