Cambridge Nanotech Case Study Help


Home >> Kelloggs >> Cambridge Nanotech >>

Cambridge Nanotech Case Study Analysis

Background and Facts

Cambridge Nanotech a workplace products retailer for small as well as average sized businesses has lately been involved in planning for a merging with its competitor House Deport, which has actually influenced performance degrees in departmentswith the elderly supervisor associated with lawful difficulties presented by the government Trade Commission. With the Advertising and marketing Head putting forward the news of his departure from the firm in one year, Jeannie Lewis, the current head of operations has been asked to take the function in the near future. With difficulties in the type of a potential cultural modification and reduced worker spirits, the organization is in need of a full reengineering initiative at the advertising department.

Trouble Declaration
Porter's 5 Forces Analysis
The potential cultural adjustment at the marketing division of Cambridge Nanotech is enhancing unpredictability in the working environment resulting in different obstacles for the Jeannie Lewis who would be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing calculated decisions because Stapes Inc. had to desert its plans of combining with Office Deport after the Federal Profession Payment's intervention at the same time. Offered the truth that the shop has a worldwide presence with branches in UK, U.S.A., Canada and also Germany, political factors in each of these nations might be able to influence performance or critical goals. Federal Trade Commission's antitrust fit against the merger took up important time of the company's senior management suggesting that 'political' factors can have severe effects for an international company.

Economic Factors: Financial factors such as the development of local business in the global situation suggest that Cambridge Nanotech is thriving in an environment where there is potential development of companies. In addition to this, reality that store customers are mostly seeking office products for home offices suggests that the marketplace has a climbing pattern of business owners and home companies.

Social factors: Social trends in the economic situation show that customers are looking for convenience as well as eye-catching rates. Marketing research demonstrates how the consumer for Cambridge Nanotech lacks understanding concerning finding services which can offer a combination of convenience and low costs.

Technical factors: Innovation plays a crucial role in Cambridge Nanotech's service approach particularly as the company is piloting Technology centers which would certainly offer innovation sales and support in the type of memory upgrades, peripheral setups. (Summary of PARASITE in appendix 2).

OB Issues and Manifestations.

Numerous underlying Business Habits problems can be seen in Cambridge Nanotech's case as highlighted in this area.

Uneasiness concerning cultural change: There is apprehension regarding a cultural adjustment that would occur as soon as Todd Krasnow leaves from his placement as the Exec Vice Head Of State of Marketing with most of the employee currently showing discontent over this prospective relocation. This predicted change has actually created tension in the workplace which has actually been coupled with the previous tension of preparing the company for a possible merger with House Deport.
Pest Analysis
Stressful Work Setting for Newcomers: There is scarcity of personnel that can match the demanding setting of a hectic company. Not only does this lead to trouble in finding the appropriate individuals, it puts tension on brand-new hires as can not endure the rate and also pressure that the company expects them to birth.

Dual Reporting Lines: Newcomers discover this business society cumbersome as well as challenging to handle particularly as dotted line relationships are meant to be weak generally and also objective setting as well as performance evaluation is still done by the solid line manager. This indicates that newcomers could shed clearness regarding their respective duties and goals specifically as populated line reporting does not maintain them in straight interaction with the solid line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower instead of Bridget Coles although it had been hypothesized that the latter would take Krasnow's placement came as an impact to her spirits. Lewis may have been capable and also suitable for the work yet the truth that Kransnow's departure would make Coles a direct report to Lewis might have been the factor for Coles' resignation from solutions.

Fear & Work Instability: Worry and also instability can be recognized as two significant issues that Lewis would certainly be handling especially as the merging has currently be terminated as well as 2 senior executives of the advertising and marketing department would certainly be leaving. The whole obligation of the division would be dropping on Lewis's shoulders that would certainly not just supervise of brining about a social modification but would certainly likewise have to confirm herself in her brand-new role.

Inappropriate Administration Style of Leader: Lewis's management style and its conflict with the advertising and marketing department's role can likewise be seen as an OB difficulty specifically as she has actually been made use of to handling issues in the operations division where personnel are educated to concentrate on procedures and get them. The advertising and marketing department on the other hand can be seen as a group of people who are used to being nurtured by Krasnow that focused a lot more on output than processes.

Interdepartmental Differences: Interdepartmental arguments in between three divisions, advertising and marketing, merchandizing as well as operations respectively over the allotment of the advertising mix can be determined as one more OB problem. The advertising department does not share the very same vision as the various other 2 divisions regarding the aloocation of the advertising and marketing mix twoards promos and advertsing, the merchandizing and procedures departments do not agree over the advertising and marketing mix allocation among one another either.

Fragmentation in Advertising Department: Fragmentation in between the marketing and advertising divisions can be identified as one more OB problem which might need more focus. The reality that the marketing and advertising areas in the advertising and marketing department are detached is preventing both divisions from gaining from each various other's experience and also expertise. Assimilation of advertising with merchandising and operations would come to be more difficult if the marketing department itself is degenerated which can be one more prospective OB problem.

Cambridge Nanotech Analysis

Various theories have actually been utilized to describe the conditions to obtain additional clearness regarding the situation at hand.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, many managers believe that staffs are passive and careless, have little aspiration as well as withstand adjustment. The scenario at Cambridge Nanotech is not completely complying with Concept X, it can be seen that brand-new hires are discovering this environment instead difficult which may at some point lead to a better inclination of the monitoring towards Concept X. Also while evaluating Lewis's administration style, theory X might have been ideal in the procedures division to some degree but the Marketing division would need reliance on Theory Y in order to get the imagination as well as creativity from the teams.

Tuckman's Team effort Concept: As far as Lewis's issue about bringing harmony between the marketing as well as advertising department is concerned, this would originally lead to clash as gone over by Bruce Tuckman in his 'Synergy Theory'. By integrating the advertising and also marketing division's work, there might be the very same preliminary detach which could lead to the 2nd stage of 'storming' where the groups challenge one another.

When people are offered with adjustment, they enter stage one and so there might be emotions like despair, uncertainty, frustration, anger, anxiety, rejection and also disorientation.The situation at the advertising and marketing department of Cambridge Nanotech is similar so Lewis can get comfy with the suggestion that it is not extraordinary behavior. It is throughout this phase that Lewis will certainly have to provide advice to the division so that they can locate a sense of instructions. It can be seen just how Krasnow has actually already made this shift less complicated by making Lewis get entailed in the division a year before his real departure.
Vrio Analysis
Maslow's Demand power structure: The OB issue pertaining to insecurity at the office has actually been triggered first of all by the change in management and also secondly by the reality that the merger will certainly no more be started. Abraham Maslow in his Concept of 'Needs Hierarchy' (appendix 5) has goes over the importance of 'protection needs as being a reduced degree requirement of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the need to really feel safe and secure as well as untouched' goes to the 2nd level of needs. Before a staff member can be made to establish emotionally, he needs to have his 'Physical 'and 'Security' needs satisfied. This suggests that unless the personnel are made to feel secure regarding their present work condition in Cambridge Nanotech they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Cambridge Nanotech Case Study

Ramification of Analysis.

The OB analysis has looked at numerous theories to recognize how to cope with the existing circumstance handy. The following three alternatives have been suggested to assist Lewis deal with the business obstacles in the marketing department. Each of these options has been recommended for easing the transition needed to bring the advertising division in line with the needs of the marketplace as well as for making the social adjustment that would adhere to once the present leader leaves.

Combination of advertising and marketing functions. Dividing Adverting as well as Production functions. Assimilation of Marketing with Workflow.

Examination of Alternatives.

Assimilation of Advertising And Marketing & Marketing Functions: The in-house marketing firm of Cambridge Nanotech is already stamina for the company in terms of saving up on overheads related to advertising and marketing and also promotion. Given that no new employment has been done after Bridget Cole's separation with the coverage line being straight designated to Krasnow for the marketing function, this is a positive chance for integrating the advertising and marketing functions. Judith Shapiro who has actually earlier been spoken with by Lewis throughout the earlier merging days has proficiency in business-to-business advertising and marketing along with agency and retail advertising and marketing experience. When Krasnow leaves, Lewis can employ Shapiro as an EVP for marketing to manage both advertising and marketing functions.

The advantage of this technique is that it will certainly integrate the two functions while decreasing the requirement for hiring an extra source for marketing. Lewis would certainly be heading the marketing division and in any kind of case her substitute would certainly be required for the present function that she is executing. The negative aspect of this alternative is that exterior hiring might bring about resentment from inner personnel who might be eying the placement of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting and Manufacturing: Offered the affordable stress and also high top quality job called for from the marketing agency, it is recommended that Lewis should enable the manufacturing system to be a separate function from the marketing device. Since many advertising firms had these two functions as different devices, it makes more sense to comply with the norm.

Integration of Advertising And Marketing with Procedures: Since Lewis is currently taking treatment of the advertising and marketing as well as procedures divisions at the same time; it makes sense to incorporate the two functions since she has been efficiently taking care of both ends. The truth that Lewis has to adjust her administration style for the advertising and marketing department recommends that these two departments would be culturally varied.


An evaluation of the 3 options indicates that integration of advertising and marketing as well as operations would not be a possible action due to the huge distinctions between the two departments despite the reality that currently Lewis is dealing with both. While separation of the production feature may have been a positive move for the marketing department, the reality that it would indicate positioning a 3rd feature under Lewis's wing means this should be stayed clear of.

Activity Strategy.
Lewis will certainly take over the role of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising features would certainly be merged.

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

Production function will stay component of marketing under advertising function.

Lewis will divide herself from operations.

An autonomous management design with worker empowerment will be made use of in advertising department.

Open up door policy as well as focus on cross departmental communication will certainly be focused on eliminating discord.

Backup strategy.

If the combination does not work out as prepared, a backup strategy would follow which would separate the production feature from the advertising and marketing feature to decrease the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain hired, Lewis will be heading the advertising and marketing division without an SVP. In that case the production feature will absolutely be separated by placing it under an SVP manufacturing.