Serena And Lily Case Study Solution


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Serena And Lily Case Study Analysis

Background and Facts

Serena And Lily an office products store for tiny and also medium sized businesses has lately been associated with preparing for a merging with its competitor House Deport, which has actually affected performance levels in departmentswith the elderly manager involved in lawful difficulties presented by the government Profession Payment. With the Advertising and marketing Head putting forward the information of his departure from the firm in one year, Jeannie Lewis, the present head of operations has been asked to take the duty in the future. With obstacles in the kind of a potential cultural change as well as reduced employee spirits, the company needs a complete reengineering initiative at the advertising department.

Trouble Declaration
Porter's 5 Forces Analysis
The possible social adjustment at the marketing department of Serena And Lily is boosting unpredictability in the working environment resulting in various challenges for the Jeannie Lewis that would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in influencing strategic choices given that Stapes Inc. needed to abandon its strategies of combining with Workplace Deport after the Federal Profession Payment's treatment while doing so. Provided the fact that the shop has a worldwide visibility with branches in UK, U.S.A., Canada as well as Germany, political consider each of these nations may be able to impact efficiency or strategic objectives. Federal Trade Commission's antitrust match against the merging took up important time of the company's elderly monitoring recommending that 'political' factors can have serious implications for a global company.

Economic Factors: Financial factors such as the appearance of local business in the international scenario suggest that Serena And Lily is growing in an environment where there is possible development of services. In addition to this, fact that shop clients are mainly searching for office supplies for home offices suggests that the marketplace has a climbing trend of business owners and also home businesses.

Social factors: Social patterns in the economic situation show that consumers are looking for benefit in addition to attractive prices. Marketing research shows how the client for Serena And Lily does not have understanding regarding discovering options which can supply a mix of ease and also affordable.

Technical factors: Technology plays a vital function in Serena And Lily's service method specifically as the organization is piloting Technology centers which would supply technology sales and also support in the type of memory upgrades, peripheral setups. (Recap of BUG in appendix 2).

OB Issues and Symptoms.

A number of underlying Organizational Behavior concerns can be seen in Serena And Lily's case as highlighted in this section.

Apprehensions concerning social modification: There is concern about a cultural modification that would certainly take place once Todd Krasnow leaves from his position as the Executive Vice President of Advertising And Marketing with most of the personnel currently showing unhappiness over this possible relocation. This predicted adjustment has actually produced stress and anxiety in the work environment which has actually been combined with the past stress and anxiety of preparing the company for a prospective merger with House Deport.
Pest Analysis
Demanding Task Atmosphere for Newcomers: There is scarcity of personnel that can match the difficult atmosphere of a hectic organization. Not only does this lead to problem in locating the best people, it places tension on new hires as can not stand up to the pace and stress that the company expects them to birth.

Twin Coverage Lines: Novices locate this organizational culture difficult as well as tough to deal with particularly as dotted line connections are suggested to be weaker generally and objective setting as well as efficiency assessment is still done by the strong line manager. This suggests that newbies could shed quality concerning their particular functions and also goals specifically as populated line coverage does not keep them in direct communication with the strong line managers.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles although it had actually been guessed that the latter would certainly take Krasnow's position came as a blow to her spirits. Lewis may have been capable as well as appropriate for the task but the reality that Kransnow's departure would certainly make Coles a straight report to Lewis may have been the reason for Coles' resignation from solutions.

Worry & Work Insecurity: Worry as well as instability can be identified as 2 significant issues that Lewis would be managing specifically as the merger has actually currently be cancelled and also 2 elderly executives of the advertising division would certainly be leaving. The entire obligation of the department would be falling on Lewis's shoulders that would not just supervise of brining concerning a social change however would certainly also have to show herself in her brand-new duty.

Incompatible Management Style of Leader: Lewis's monitoring style and its conflict with the marketing division's role can additionally be seen as an OB difficulty specifically as she has actually been utilized to handling problems in the operations division where personnel are shown to concentrate on procedures and also get them right. The advertising division on the various other hand can be viewed as a group of people who are used to being supported by Krasnow that concentrated a lot more on outcome than procedures.

Interdepartmental Arguments: Interdepartmental disagreements between three divisions, advertising, merchandizing and also operations specifically over the allowance of the marketing mix can be recognized as an additional OB problem. The marketing department does not share the same vision as the various other 2 divisions concerning the aloocation of the advertising mix twoards promos and advertsing, the merchandizing as well as procedures divisions do not concur over the advertising mix allocation amongst one another either.

Fragmentation in Advertising And Marketing Division: Fragmentation in between the advertising and marketing departments can be recognized as one more OB issue which could require more focus. The truth that the marketing and advertising areas in the advertising department are disconnected is protecting against both divisions from acquiring from each other's experience as well as expertise. Combination of marketing with merchandising and also operations would come to be more difficult if the advertising and marketing department itself is broken down which can be an additional potential OB worry.

Serena And Lily Analysis

Different theories have been utilized to describe the circumstances to get more clarity about the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of supervisors believe that subordinates are passive and careless, have little ambition and resist change. The hard version of this theory emphasized threat, limited controls, risks and also penalties. Over time it generates low efficiency, refined sabotage and also rivalry (Deal, 2003). The scenario at Serena And Lily is not completely following Theory X, it can be seen that brand-new hires are discovering this environment instead stressful which might eventually lead to a better inclination of the monitoring in the direction of Theory X. Based on McGregor's supported sight, which he called Theory Y, the crucial job of the monitoring is to organize organizational problems to ensure that people can attain their very own objectives best by guiding their initiatives towards business incentives. If people locate no contentment in their work, the management would certainly have little selection but to rely upon theory X and also external control (Offer, 2003). Even while assessing Lewis's administration style, theory X may have been suitable in the procedures division somewhat however the Advertising department would certainly require dependence on Concept Y to get the creative thinking as well as originality from the teams.

Tuckman's Teamwork Theory: As far as Lewis's issue concerning bringing consistency between the marketing and also advertising and marketing division is worried, this would initially lead to clash as discussed by Bruce Tuckman in his 'Synergy Theory'. By integrating the advertising and also advertising department's job, there might be the very same initial disconnect which might lead to the 2nd stage of 'storming' where the teams challenge one another.

Bridges' Shift Design: According To William Bridge's concept (appendix 4), individuals are rather uncomfortable with modification, which is evident by the situation at Serena And Lily The situation can be seen as a regular course of life if is studied according to Bridge's concept where he discusses that people go through three stages of change when they experience change. 'Closing, losing and Letting go', The Neutral Zone and also 'The New Beginning' (Bridges, 2004). When people exist with modification, they go into stage one therefore there may be feelings like despair, unpredictability, aggravation, temper, concern, denial and disorientation.The circumstance at the advertising department of Serena And Lily is similar so Lewis can obtain comfy with the concept that it is not remarkable habits. In the second stage, there may be a need to connect the void in between the brand-new and also old culture so Lewis may have to encounter this challenge once Krasnow leaves. There might be reduced spirits and also low performance at this phase which need to not be taken as a problem. It is throughout this phase that Lewis will certainly need to give guidance to the division so that they can find a sense of direction. It can be seen just how Krasnow has already made this transition simpler by making Lewis get involved in the department a year prior to his actual departure. As per Bridges' Model, phase 3 will certainly cause visibility to understanding, High energy as well as commitment as individuals will certainly accept the change (Bridges, 2004).
Vrio Analysis
Maslow's Demand pecking order: The OB problem related to insecurity at the work environment has been triggered firstly by the change in monitoring and secondly by the reality that the merging will certainly no more be initiated. Abraham Maslow in his Theory of 'Demands Pecking order' (appendix 5) has talks about the value of 'protection requires as being a reduced level need of a human for triggering motivation. As seen in the pyramid cooperated appendix 3, we can see just how 'the need to feel secure as well as out of danger' is at the 2nd degree of demands. Before an employee can be made to develop emotionally, he needs to have his 'Physical 'and 'Security' requires met. This suggests that unless the employees are made to really feel protected concerning their present employment status in Serena And Lily they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Serena And Lily Case Study

Effects of Analysis.

The OB analysis has considered different concepts to understand how to handle the current situation handy. The adhering to three alternatives have actually been recommended to help Lewis deal with the organizational challenges in the advertising division. Each of these options has actually been proposed for reducing the transition needed to bring the marketing division according to the requirements of the market and for making the cultural modification that would certainly follow as soon as the existing leader leaves.

Assimilation of advertising and marketing functions. Separating Adverting as well as Manufacturing functions. Integration of Advertising with Operations.

Assessment of Alternatives.

Assimilation of Marketing & Advertising Functions: The internal advertising company of Serena And Lily is currently strength for the company in terms of saving up on overheads associated with marketing and also promotion. Since no new employment has been done after Bridget Cole's separation with the coverage line being straight appointed to Krasnow for the advertising function, this is a desirable opportunity for incorporating the advertising and marketing functions. Judith Shapiro that has earlier been spoken with by Lewis during the earlier merging days has knowledge in business-to-business advertising along with company and also retail advertising experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for marketing to take care of both advertising and marketing features.

The advantage of this approach is that it will integrate both functions while minimizing the need for working with an added resource for advertising. Lewis would certainly be heading the advertising and marketing department as well as in any case her replacement would be required for the present duty that she is doing. The drawback of this option is that external hiring might produce resentment from internal personnel who might be eying the position of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting as well as Manufacturing: Given the affordable pressures and also high top quality work required from the advertising and marketing company, it is suggested that Lewis ought to enable the manufacturing device to be a different feature from the advertising device. Given that most advertising companies had these two functions as separate systems, it makes even more sense to comply with the standard.

Combination of Advertising And Marketing with Workflows: Since Lewis is currently taking care of the advertising as well as procedures divisions at the same time; it makes sense to integrate the two functions because she has been effectively taking treatment of both ends. The truth that Lewis has to adapt her monitoring style for the advertising department recommends that these 2 departments would certainly be culturally varied.


An evaluation of the 3 options suggests that assimilation of advertising as well as operations would not be a practical move due to the large differences between the 2 divisions despite the truth that currently Lewis is dealing with both. While splitting up of the production feature may have been a positive step for the advertising and marketing department, the truth that it would imply placing a third function under Lewis's wing indicates this need to be stayed clear of.

Action Strategy.
Lewis will certainly take over the function of EVP Advertising after Krasnow leaves.

Marketing and advertising features would certainly be combined.

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

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

Lewis will divide herself from procedures.

A democratic management design with worker empowerment will be used in advertising and marketing division.

Open up door plan and also focus on cross departmental communication will certainly be focused on eliminating disharmony.

Contingency strategy.

If the integration does not exercise as prepared, a contingency strategy would adhere to which would certainly separate the production feature from the marketing function to decrease the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will be heading the marketing department without an SVP. In that case the manufacturing feature will definitely be divided by placing it under an SVP production.