Coca Cola In Vietnam Case Study Help


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Coca Cola In Vietnam Case Study Help

Background and Facts

Coca Cola In Vietnam a workplace products seller for tiny and also medium sized businesses has lately been involved in planning for a merging with its rival Home Deport, which has actually influenced performance levels in departmentswith the elderly supervisor involved in legal issues presented by the federal Trade Commission. With the Marketing Head putting forward the information 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 future. With difficulties in the kind of a possible social adjustment and low employee morale, the organization requires a full reengineering effort at the advertising and marketing division.

Issue Statement

The possible social adjustment at the marketing department of Coca Cola In Vietnam is raising uncertainty in the working environment bring about various obstacles 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 significant duty in affecting critical choices since Stapes Inc. needed to abandon its strategies of merging with Office Deport after the Federal Profession Compensation's treatment at the same time. Given the fact that the store has a worldwide presence with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these countries might be able to influence performance or strategic objectives. Federal Trade Commission's antitrust suit against the merging used up important time of the company's elderly monitoring suggesting that 'political' factors can have severe implications for a worldwide business.

Economic Factors: Financial factors such as the introduction of small companies in the international scenario suggest that Coca Cola In Vietnam is flourishing in a setting where there is possible growth of organisations. Along with this, truth that shop customers are primarily trying to find office products for home offices recommends that the marketplace has an increasing trend of business owners and also online services.

Social factors: Social patterns in the economy reveal that customers are seeking ease along with eye-catching costs. Marketing research shows how the client for Coca Cola In Vietnam lacks understanding about discovering solutions which can offer a mix of convenience and affordable.

Technological factors: Modern technology plays an important function in Coca Cola In Vietnam's company strategy specifically as the organization is piloting Modern technology centers which would offer innovation sales as well as assistance in the form of memory upgrades, peripheral installations. (Summary of INSECT in appendix 2).

OB Issues and Symptoms.

Several underlying Business Behavior concerns can be seen in Coca Cola In Vietnam's case as highlighted in this section.

Apprehensions regarding cultural modification: There is concern concerning a social adjustment that would happen when Todd Krasnow leaves from his position as the Executive Vice President of Advertising with the majority of the employee already showing discontent over this prospective move. This predicted adjustment has developed tension in the work environment which has actually been combined with the past tension of preparing the firm for a prospective merging with House Deport.

Difficult Task Environment for Newcomers: There is shortage of employees that can match the stressful setting of a busy company. Not just does this result in trouble in locating the right people, it places stress and anxiety on brand-new hires as can not withstand the speed and stress that the company anticipates them to bear.

Double Reporting Lines: Newbies locate this organizational society cumbersome as well as hard to deal with specifically as dotted line relationships are indicated to be weak as a whole and unbiased setting and also performance assessment is still done by the strong line manager. This means that novices might shed clarity regarding their respective duties as well as purposes especially as populated line coverage does not keep them in straight communication with the strong line managers.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor as opposed to Bridget Coles even though it had been speculated that the latter would take Krasnow's position came as a strike to her spirits. Lewis may have been capable and also ideal for the job but the fact that Kransnow's departure would make Coles a direct report to Lewis may have been the factor for Coles' resignation from services.

Anxiety & Job Insecurity: Concern as well as insecurity can be determined as 2 significant issues that Lewis would certainly be taking care of especially as the merger has now be terminated and two elderly executives of the advertising department would be leaving. The whole obligation of the department would certainly be dropping on Lewis's shoulders that would certainly not simply be in charge of brining concerning a social adjustment yet would certainly additionally need to verify herself in her new duty.

Inappropriate Management Style of Leader: Lewis's monitoring design and also its incompatibility with the advertising and marketing department's function can additionally be seen as an OB challenge specifically as she has been used to handling concerns in the operations division where workers are taught to concentrate on processes and also get them. The marketing department on the various other hand can be viewed as a team of individuals that are made use of to being supported by Krasnow that focused extra on outcome than procedures.

Interdepartmental Arguments: Interdepartmental differences in between 3 departments, marketing, merchandizing and also procedures specifically over the allocation of the advertising and marketing mix can be determined as one more OB issue. The advertising department does not share the very same vision as the various other two departments concerning the aloocation of the advertising and marketing mix twoards promos and advertsing, the merchandizing as well as procedures divisions do not concur over the advertising mix appropriation amongst one another either.

Disintegration in Marketing Division: Disintegration between the marketing and advertising departments can be recognized as another OB issue which could need more attention. The truth that the marketing and advertising sections in the advertising and marketing division are separated is avoiding both divisions from obtaining from each other's experience and experience. Combination of advertising with retailing and also operations would certainly come to be more difficult if the advertising and marketing division itself is degenerated which can be one more potential OB problem.

Coca Cola In Vietnam Analysis

Various theories have actually been utilized to clarify the circumstances to obtain further quality regarding the situation handy.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, most supervisors think that staffs are easy and careless, have little passion and stand up to modification. The situation at Coca Cola In Vietnam is not entirely adhering to Theory X, it can be seen that new hires are finding this atmosphere rather demanding which may eventually lead to a greater inclination of the management towards Theory X. Also while analyzing Lewis's administration style, theory X might have been appropriate in the operations department to some level but the Marketing department would certainly call for dependence on Theory Y in order to get the imagination and also originality from the teams.

Tuckman's Synergy Theory: As for Lewis's worry about bringing harmony in between the advertising and marketing division is worried, this would originally result in contrast as gone over by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). According to Tuckman's concept received appendix 3, during the first stage of team growth, individuals might not bond, as they are active discovering their location in the team. By combining the advertising and marketing department's work, there might coincide initial disconnect which could result in the 2nd stage of 'storming' where the teams test each other. Nonetheless, it is only throughout the third phase or 'norming' when they would collaborate to share suggestions before the group can cause synergy in the fourth stage 'doing'.

Bridges' Shift Model: According To William Bridge's concept (appendix 4), individuals are rather uncomfortable with change, which is noticeable by the scenario at Coca Cola In Vietnam The situation can be viewed as a typical training course of life if is examined according to Bridge's concept where he describes that people undergo 3 phases of transition when they experience change. 'End, shedding as well as Letting go', The Neutral Zone as well as 'The New Beginning' (Bridges, 2004). When individuals are presented with modification, they get in phase one therefore there might be feelings like unhappiness, unpredictability, disappointment, temper, worry, rejection as well as disorientation.The circumstance at the advertising and marketing department of Coca Cola In Vietnam is comparable so Lewis can get comfortable with the idea that it is not phenomenal habits. In the 2nd stage, there might be a demand to bridge the gap in between the brand-new as well as old culture so Lewis may need to encounter this challenge as soon as Krasnow leaves. There may be low spirits and reduced performance at this phase which ought to not be taken as a setback. It is during this phase that Lewis will need to offer guidance to the department to make sure that they can locate an orientation. It can be seen how Krasnow has already made this shift easier by making Lewis obtain involved in the division a year before his actual separation. Based on Bridges' Model, stage 3 will certainly bring about openness to learning, High energy and also commitment as people will certainly embrace the adjustment (Bridges, 2004).

Abraham Maslow in his Theory of 'Demands Pecking order' (appendix 5) has reviews the value of 'safety and security requires as being a lower level need of a human for causing motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the requirement to really feel safe and out of danger' is at the second level of demands. Before an employee can be made to establish mentally, he needs to have his 'Physiological 'as well as 'Safety and security' requires satisfied.

SWOT Analysis for Coca Cola In Vietnam Case Study

Implication of Analysis.

The OB analysis has actually checked out numerous theories to comprehend how to cope with the current situation handy. The complying with three choices have been proposed to help Lewis deal with the organizational obstacles in the advertising and marketing division. Each of these choices has actually been proposed for relieving the change needed to bring the advertising division in line with the demands of the marketplace and also for making the social change that would adhere to when the existing leader leaves.

Combination of advertising and marketing functions. Dividing Adverting and also Production features. Integration of Marketing with Workflow.

Assessment of Alternatives.

Integration of Advertising And Marketing & Advertising And Marketing Functions: The in-house advertising agency of Coca Cola In Vietnam is already stamina for the organization in regards to saving up on overheads associated with advertising and also promotion. Because no new employment has been done after Bridget Cole's departure with the reporting line being directly assigned to Krasnow for the advertising function, this is a positive opportunity for integrating the marketing and advertising features. Judith Shapiro that has earlier been talked to by Lewis during the earlier merging days has proficiency in business-to-business advertising in addition to firm as well as retail marketing experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising to manage both advertising and marketing features.

The benefit of this strategy is that it will certainly incorporate both features while minimizing the demand for employing an added source for marketing. Lewis would certainly be heading the advertising and marketing division and also in any case her replacement would certainly be needed for the existing role that she is executing. The negative aspect of this alternative is that outside hiring may cause bitterness from interior workers who may be considering the position of EVP after Lewis takes over Krasnow's position.

Separating Adverting and also Manufacturing: Provided the affordable stress as well as high quality work called for from the ad agency, it is advised that Lewis ought to allow the manufacturing unit to be a separate function from the marketing unit. Since a lot of advertising agencies had these two functions as different units, it makes more sense to adhere to the standard. In addition to this, both functions might be able to focus on their core activates a lot more successfully. The downside of this strategy would certainly be that added costs would certainly have to be borne for establishing up separate production features. A manufacturing head may have to be hired which could increase expenses for the company.

Assimilation of Marketing with Operations: Because Lewis is already taking treatment of the advertising and procedures divisions all at once; it makes sense to incorporate the two features considering that she has been effectively taking treatment of both ends. The fact that Lewis has to adapt her monitoring style for the marketing department recommends that these 2 departments would be culturally diverse.


An analysis of the three options shows that assimilation of marketing and also procedures would certainly not be a possible relocation due to the vast distinctions in between the 2 departments despite the truth that presently Lewis is handling both. While separation of the production function may have been a beneficial relocation for the advertising division, the reality that it would certainly suggest positioning a third function under Lewis's wing indicates this should be stayed clear of.

Activity Plan.

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

Marketing and advertising features would certainly be merged.

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

Production feature will certainly remain part of advertising and marketing under advertising function.

Lewis will certainly separate herself from operations.

A democratic leadership design with worker empowerment will be used in marketing division.

Open door plan as well as focus on cross department communication will be focused on removing discord.

Contingency plan.

If the combination does not exercise as planned, a backup strategy would follow which would certainly separate the manufacturing function from the advertising and marketing function to lower the tons on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing feature will certainly be separated by putting it under an SVP manufacturing.