Serena And Lily Case Study Analysis


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Serena And Lily Case Study Analysis

Background and Facts

Serena And Lily an office materials store for tiny and also moderate sized services has actually recently been associated with preparing for a merging with its competitor Residence Deport, which has impacted effectiveness levels in departmentswith the senior manager involved in lawful issues presented by the federal Profession Commission. With the Advertising Head putting forward the news of his departure from the company in one year, Jeannie Lewis, the existing head of operations has actually been asked to take the duty in the near future. With challenges in the form of a possible social change and also reduced employee morale, the company needs a full reengineering effort at the marketing department.

Trouble Statement

The possible cultural adjustment at the marketing department of Serena And Lily is boosting unpredictability in the workplace causing numerous obstacles for the Jeannie Lewis that would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in influencing tactical decisions since Stapes Inc. needed to abandon its plans of combining with Workplace Deport after the Federal Profession Commission's treatment at the same time. Offered the reality that the shop has a worldwide visibility with branches in UK, USA, Canada and also Germany, political consider each of these countries may be able to impact performance or tactical objectives. Federal Trade Payment's antitrust suit versus the merging used up valuable time of the organization's senior management suggesting that 'political' factors can have serious effects for a worldwide service.

Economic Factors: Economic factors such as the development of small companies in the global circumstance suggest that Serena And Lily is growing in a setting where there is potential development of services. In addition to this, truth that store customers are mainly searching for office materials for home offices suggests that the market has a rising fad of entrepreneurs as well as home based organisations.

Social factors: Social patterns in the economy reveal that consumers are looking for benefit in addition to appealing prices. Market research shows how the client for Serena And Lily does not have understanding about discovering solutions which can supply a mix of convenience and low costs.

Technical factors: Innovation plays an important role in Serena And Lily's company strategy especially as the company is piloting Technology facilities which would certainly offer modern technology sales and support in the form of memory upgrades, peripheral installments. (Recap of BUG in appendix 2).

OB Issues and also Effects.

Numerous underlying Business Behavior issues can be seen in Serena And Lily's case as highlighted in this area.

Uneasiness regarding social adjustment: There is uneasiness about a social adjustment that would take place once Todd Krasnow leaves from his placement as the Exec Vice President of Advertising And Marketing with the majority of the staff members already showing unhappiness over this prospective move. This expected adjustment has actually produced tension in the office which has been paired with the past anxiety of preparing the firm for a possible merger with Home Deport.

Difficult Work Atmosphere for Newcomers: There is shortage of employees that can match the stressful atmosphere of a fast-paced organization. Not just does this bring about problem in locating the best individuals, it puts tension on new hires as can not withstand the pace and also stress that the organization expects them to bear.

Dual Reporting Lines: Newcomers locate this organizational society cumbersome as well as tough to manage especially as dotted line connections are suggested to be weaker as a whole and also unbiased setup as well as performance assessment is still done by the solid line supervisor. This implies that newbies can lose quality regarding their particular functions as well as purposes particularly as populated line coverage does not keep them in straight interaction with the strong line supervisors.

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 certainly take Krasnow's placement came as a blow to her morale. Lewis may have been qualified and also proper for the work however the truth that Kransnow's separation would make Coles a straight report to Lewis may have been the reason for Coles' resignation from services.

Anxiety & Work Insecurity: Concern and also insecurity can be recognized as 2 major worries that Lewis would certainly be handling specifically as the merger has currently be cancelled as well as two elderly executives of the advertising division would be leaving. The entire responsibility of the department would certainly be falling on Lewis's shoulders that would not simply supervise of brining regarding a cultural change however would additionally have to confirm herself in her new duty.

Inappropriate Administration Style of Leader: Lewis's administration design as well as its conflict with the marketing department's function can also be seen as an OB difficulty especially as she has been made use of to taking care of concerns in the operations division where workers are educated to concentrate on procedures and obtain them. The marketing division on the various other hand can be viewed as a group of people that are made use of to being supported by Krasnow who concentrated extra on output than procedures.

Interdepartmental Arguments: Interdepartmental differences between three departments, advertising and marketing, merchandizing and operations specifically over the allotment of the advertising and marketing mix can be determined as an additional OB issue. Although the marketing division does not share the same vision as the other two divisions regarding the aloocation of the advertising and marketing mix twoards promos as well as advertsing, the merchandizing and also operations divisions do not concur over the advertising and marketing mix allocation amongst one another either.

Disintegration in Advertising Division: Disintegration in between the advertising and marketing divisions can be recognized as an additional OB problem which could need further attention. The reality that the advertising and marketing areas in the advertising and marketing department are detached is preventing both divisions from gaining from each various other's experience and knowledge. Integration of marketing with merchandising as well as operations would certainly come to be more difficult if the marketing department itself is degenerated which can be another possible OB concern.

Serena And Lily Analysis

Numerous theories have actually been utilized to describe the situations to get additional clearness concerning the scenario handy.

McGregor's Concept X & Y: According to Douglas McGregor's Concept X, a lot of supervisors believe that staffs are easy and careless, have little aspiration and stand up to change. The hard version of this concept stressed coercion, tight controls, hazards as well as punishments. In time it produces low productivity, subtle sabotage and also competition (Deal, 2003). The circumstance at Serena And Lily is not completely adhering to Theory X, it can be seen that brand-new hires are locating this environment instead difficult which may ultimately lead to a higher inclination of the management in the direction of Theory X. As per McGregor's supported view, which he called Concept Y, the crucial task of the administration is to arrange business conditions to make sure that individuals can achieve their own objectives best by guiding their efforts towards business benefits. If individuals locate no fulfillment in their work, the management would certainly have little choice however to count on concept X and also exterior control (Bargain, 2003). Even while evaluating Lewis's management design, theory X may have been suitable in the operations division to some extent but the Advertising and marketing department would certainly require dependence on Concept Y in order to get the imagination and also creativity from the teams.

Tuckman's Team effort Theory: As far as Lewis's problem concerning bringing harmony in between the advertising and marketing as well as marketing division is concerned, this would at first lead to contrast as discussed by Bruce Tuckman in his 'Synergy Theory'. By integrating the advertising as well as marketing department's work, there might be the very same first detach which could lead to the 2nd stage of 'storming' where the teams test one another.

Bridges' Transition Design: Based On William Bridge's theory (appendix 4), people are quite awkward with change, which is noticeable by the scenario at Serena And Lily The situation can be viewed as a normal program of life if is studied according to Bridge's concept where he discusses that people go through 3 phases of transition when they experience adjustment. 'Closing, losing and Letting go', The Neutral Zone and also 'The New Beginning' (Bridges, 2004). When individuals are presented with adjustment, they get in stage one and so there may be emotions like sadness, unpredictability, irritation, rage, worry, rejection and disorientation.The situation at the advertising and marketing department of Serena And Lily is comparable so Lewis can obtain comfy with the suggestion that it is not remarkable actions. In the second phase, there might be a demand to connect the void between the brand-new and also old culture so Lewis might need to encounter this challenge once Krasnow leaves. There may be low spirits and reduced performance at this phase which must not be taken as a setback. It is throughout this phase that Lewis will have to provide guidance to the department to ensure that they can discover a sense of direction. It can be seen just how Krasnow has currently made this shift easier by making Lewis obtain associated with the division a year before his real departure. Based on Bridges' Model, stage 3 will produce openness to understanding, High power and commitment as individuals will certainly accept the modification (Bridges, 2004).

Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has talks about the relevance of 'safety and security requires as being a reduced level need of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to feel secure as well as out of risk' is at the 2nd level of requirements. Prior to a staff member can be made to develop mentally, he requires to have his 'Physiological 'as well as 'Security' needs met.

SWOT Analysis for Serena And Lily Case Study

Implication of Analysis.

The OB analysis has actually taken a look at different concepts to comprehend just how to handle the existing scenario at hand. The complying with 3 alternatives have been proposed to help Lewis deal with the organizational difficulties in the advertising and marketing department. Each of these options has been proposed for alleviating the transition required to bring the advertising and marketing division in line with the requirements of the market and also for making the cultural modification that would follow when the current leader leaves.

Assimilation of marketing and advertising functions. Separating Adverting and also Production functions. Integration of Advertising And Marketing with Workflow.

Examination of Alternatives.

Judith Shapiro that has actually earlier been spoken with by Lewis during the earlier merger days has expertise in business-to-business advertising and marketing along with firm and also retail advertising experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to deal with both advertising and marketing as well as advertising functions.

The benefit of this strategy is that it will certainly integrate the two features while minimizing the demand for employing an added resource for advertising. Lewis would certainly be heading the marketing division and also in any kind of case her replacement would be required for the current duty that she is doing. The negative aspect of this choice is that outside hiring might produce resentment from inner personnel that may be eying the position of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting as well as Manufacturing: Offered the competitive pressures as well as high top quality job called for from the advertising company, it is recommended that Lewis should permit the production system to be a different function from the advertising and marketing unit. Considering that a lot of marketing firms had these two functions as different units, it makes even more feeling to comply with the standard.

Integration of Advertising And Marketing with Workflows: Considering that Lewis is currently caring for the marketing and procedures departments at the same time; it makes good sense to integrate both features given that she has been effectively dealing with both ends. The truth that the two divisions currently have major distinctions over allocation of sources suggests that this combination may be able to produce harmony especially as Lewis would certainly be heading both ends.However there are different negative aspects of this relocation especially as it would place excessive burden over Lewis's shoulders. The truth that Lewis needs to adapt her management design for the advertising division suggests that these two divisions would certainly be culturally diverse. Lewis might not be able to apply one type of leadership design to both departments which can result in inefficiency in either one of the 2 features.


An analysis of the 3 options shows that integration of advertising and also procedures would not be a feasible move due to the large differences between the two departments despite the fact that presently Lewis is handling both. While separation of the production feature might have been a favorable relocation for the advertising division, the truth that it would certainly indicate placing a third feature under Lewis's wing implies this should be avoided.

Activity Strategy.

Lewis will certainly take control of the duty of EVP Marketing after Krasnow leaves.

Marketing and advertising functions would certainly be merged.

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

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

Lewis will certainly separate herself from procedures.

A democratic leadership style with worker empowerment will be utilized in advertising division.

Open door policy and also focus on cross department interaction will certainly be targeted at removing disharmony.

Backup strategy.

If the integration does not exercise as intended, a backup plan would adhere to which would divide the production feature from the advertising and marketing feature to lower the tons 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 function will certainly be divided by placing it under an SVP manufacturing.