Relayfoodscom Case Study Solution


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Relayfoodscom Case Study Analysis

Background and Facts

Relayfoodscom a workplace products merchant for little and also moderate sized organisations has lately been associated with preparing for a merging with its competitor Home Deport, which has actually affected effectiveness levels in departmentswith the elderly supervisor associated with legal difficulties presented by the government Profession Payment. With the Advertising and marketing Head advancing the information of his departure from the firm in one year, Jeannie Lewis, the current head of operations has actually been asked to take the function in the future. With challenges in the type of a potential cultural modification and also reduced employee morale, the organization requires a full reengineering effort at the advertising and marketing division.

Issue Declaration
Porter's 5 Forces Analysis
The potential social modification at the marketing division of Relayfoodscom is boosting unpredictability in the working environment causing different difficulties 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 role in affecting calculated decisions since Stapes Inc. had to desert its plans of merging with Office Deport after the Federal Trade Compensation's treatment at the same time. Provided the fact that the store has a global visibility with branches in UK, U.S.A., Canada as well as Germany, political consider each of these countries may have the ability to influence efficiency or calculated objectives. Federal Trade Compensation's antitrust match against the merging used up important time of the company's senior monitoring recommending that 'political' factors can have serious effects for a global business.

Economic Factors: Financial factors such as the emergence of small companies in the global situation recommend that Relayfoodscom is growing in a setting where there is prospective development of businesses. Along with this, fact that shop customers are mostly seeking workplace supplies for office suggests that the marketplace has an increasing fad of business owners and also home companies.

Social factors: Social patterns in the economic climate show that clients are trying to find comfort in addition to appealing costs. Market research demonstrates how the consumer for Relayfoodscom does not have understanding about locating services which can supply a combination of comfort as well as affordable.

Technological factors: Innovation plays a crucial function in Relayfoodscom's organisation approach particularly as the company is piloting Innovation centers which would certainly offer modern technology sales and also assistance in the form of memory upgrades, peripheral setups. (Recap of INSECT in appendix 2).

OB Issues as well as Symptoms.

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

Apprehensions about social modification: There is concern regarding a cultural adjustment that would happen when Todd Krasnow leaves from his position as the Executive Vice President of Advertising And Marketing with a lot of the employee already revealing discontent over this potential action. This anticipated change has developed stress in the office which has actually been coupled with the previous anxiety of preparing the company for a potential merging with House Deport.
Pest Analysis
Stressful Work Environment for Newcomers: There is lack of personnel that can match the difficult atmosphere of a fast-paced company. Not only does this cause difficulty in locating the ideal people, it places stress on new hires as can not hold up against the speed as well as pressure that the organization expects them to bear.

Double Coverage Lines: Novices discover this organizational society troublesome as well as tough to handle particularly as dotted line relationships are meant to be weak generally and also objective setup and also efficiency analysis is still done by the strong line manager. This indicates that novices could shed clearness about their respective roles and also goals particularly as populated line reporting does not keep them in straight communication with the solid line managers.

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

Fear & Work Instability: Worry and instability can be recognized as 2 major concerns that Lewis would certainly be managing particularly as the merger has now be terminated as well as 2 elderly executives of the marketing division would certainly be leaving. The whole obligation of the division would certainly be falling on Lewis's shoulders who would not just be in charge of brining about a cultural modification however would certainly additionally need to prove herself in her new function.

Inappropriate Monitoring Style of Leader: Lewis's monitoring style as well as its incompatibility with the marketing department's role can additionally be seen as an OB obstacle specifically as she has been utilized to dealing with concerns in the procedures division where workers are shown to concentrate on processes as well as get them. The advertising and marketing division on the other hand can be viewed as a team of people that are used to being nurtured by Krasnow that focused a lot more on output than procedures.

Interdepartmental Differences: Interdepartmental disagreements in between three divisions, marketing, merchandizing and procedures specifically over the allocation of the advertising mix can be recognized as another OB problem. Although the advertising and marketing division does not share the exact same vision as the various other 2 divisions pertaining to the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing as well as operations departments do not concur over the advertising mix appropriation amongst each other either.

Disintegration in Marketing Department: Fragmentation in between the advertising and marketing departments can be identified as another OB issue which could require more focus. The truth that the marketing and advertising areas in the advertising department are separated is stopping both departments from obtaining from each other's experience as well as expertise. Combination of marketing with retailing and also operations would certainly come to be more difficult if the marketing department itself is degenerated which can be one more possible OB worry.

Relayfoodscom Analysis

Various theories have actually been made use of to explain the circumstances to get more clarity about the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, many managers think that subordinates are passive as well as lazy, have little ambition and also stand up to change. The situation at Relayfoodscom is not completely following Theory X, it can be seen that brand-new hires are discovering this environment rather stressful which may eventually lead to a better disposition of the management in the direction of Concept X. Even while assessing Lewis's management design, theory X may have been suitable in the operations division to some extent however the Marketing department would certainly call for dependence on Theory Y in order to get the creative thinking and creativity from the teams.

Tuckman's Team effort Theory: As far as Lewis's problem concerning bringing harmony between the marketing as well as advertising department is worried, this would initially lead to contrast as gone over by Bruce Tuckman in his 'Team effort Concept'. By incorporating the marketing and advertising division's job, there might be the very same first disconnect which can lead to the 2nd phase of 'storming' where the teams challenge one an additional.

When individuals are offered with adjustment, they enter phase one and also so there may be emotions like sadness, unpredictability, frustration, rage, fear, denial as well as disorientation.The scenario at the advertising and marketing division of Relayfoodscom is comparable so Lewis can obtain comfy with the idea that it is not phenomenal habits. It is during this stage that Lewis will certainly have to provide support to the division so that they can locate a feeling of instructions. It can be seen how Krasnow has actually already made this shift less complicated by making Lewis get included in the division a year before his real separation.
Vrio Analysis
Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has goes over the significance 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 exactly how 'the requirement to feel protected as well as out of risk' is at the second level of needs. Before an employee can be made to establish mentally, he requires to have his 'Physiological 'and also 'Safety and security' needs satisfied.

SWOT Analysis for Relayfoodscom Case Study

Effects of Analysis.

The OB analysis has actually looked at numerous concepts to understand just how to cope with the present scenario at hand. The adhering to 3 choices have been recommended to help Lewis handle the business obstacles in the advertising and marketing department. Each of these alternatives has been recommended for easing the shift needed to bring the advertising and marketing department in line with the needs of the market and for making the social change that would certainly follow as soon as the current leader leaves.

Integration of advertising and marketing functions. Separating Adverting and also Production functions. Combination of Advertising with Operations.

Examination of Alternatives.

Integration of Advertising And Marketing & Advertising And Marketing Functions: The in-house advertising and marketing agency of Relayfoodscom is currently stamina for the organization in terms of saving up on expenses connected to advertising and marketing as well as promotion. Since no new employment has been done after Bridget Cole's separation with the coverage line being straight assigned to Krasnow for the advertising and marketing function, this is a desirable opportunity for incorporating the advertising and marketing functions. Judith Shapiro who has actually earlier been talked to by Lewis during the earlier merger days has proficiency in business-to-business marketing in addition to company and retail marketing experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to handle both marketing and advertising features.

The benefit of this strategy is that it will certainly incorporate the two functions while minimizing the requirement for working with an extra resource for marketing. Lewis would be heading the advertising and marketing department and also in any case her substitute would certainly be required for the current function that she is executing. The drawback of this alternative is that outside hiring may bring about animosity from interior workers who may be eying the placement of EVP after Lewis takes control of Krasnow's position.

Separating Adverting as well as Production: Given the affordable pressures and top quality job needed from the ad agency, it is advised that Lewis ought to enable the production system to be a separate function from the marketing device. Given that most ad agency had these two functions as separate devices, it makes even more sense to comply with the norm. Both functions might be able to focus on their core triggers a lot more efficiently. However, the negative aspect of this approach would certainly be that additional costs would certainly need to be borne for establishing different manufacturing functions. Along with this, a manufacturing head might need to be worked with which could boost overheads for the company.

Combination of Advertising with Operations: Considering that Lewis is already dealing with the advertising and marketing and also operations divisions concurrently; it makes good sense to incorporate both functions considering that she has actually been successfully caring for both ends. The fact that the two departments currently have significant distinctions over allowance of sources recommends that this combination might have the ability to cause consistency especially as Lewis would certainly be heading both ends.However there are different drawbacks of this step particularly as it would place excessive burden over Lewis's shoulders. The truth that Lewis needs to adjust her management design for the advertising and marketing department recommends that these two departments would certainly be culturally diverse. Lewis might not be able to apply one kind of leadership style to both departments which might result in inadequacy in either one of the two features.


An analysis of the three choices indicates that combination of marketing and operations would certainly not be a possible relocation as a result of the huge differences between the two departments despite the fact that currently Lewis is dealing with both. While separation of the manufacturing feature might have been a desirable relocation for the advertising and marketing division, the fact that it would indicate putting a 3rd function under Lewis's wing indicates this ought to be stayed clear of. The assimilation of the marketing department is the very best option in terms of obtaining the optimal results from the division. An action plan for this alternative is gone over below.

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

Marketing and advertising features would be merged.

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

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

Lewis will certainly divide herself from procedures.

A democratic leadership design with employee empowerment will certainly be utilized in advertising and marketing department.

Open up door policy and emphasis on cross departmental communication will certainly be focused on getting rid of dissonance.

Backup plan.

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