Jetblue Airways Deicing At Logan Airport Case Study Analysis


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Jetblue Airways Deicing At Logan Airport Case Study Analysis

Background and Facts

Jetblue Airways Deicing At Logan Airport an office materials seller for small and also medium sized organisations has actually lately been associated with planning for a merger with its rival House Deport, which has affected performance degrees in departmentswith the elderly supervisor associated with lawful problems put forth by the federal Trade Compensation. With the Marketing Head putting forward the information of his departure from the company in one year, Jeannie Lewis, the current head of operations has actually been asked to take the role in the near future. With challenges in the form of a possible social change as well as low staff member spirits, the organization is in need of a complete reengineering effort at the advertising and marketing department.

Issue Declaration

The prospective cultural change at the marketing division of Jetblue Airways Deicing At Logan Airport is enhancing unpredictability in the workplace leading to various obstacles for the Jeannie Lewis that would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in impacting calculated decisions considering that Stapes Inc. had to desert its plans of merging with Workplace Deport after the Federal Trade Compensation's treatment while doing so. Offered the fact that the shop has a global visibility with branches in UK, USA, Canada and also Germany, political consider each of these nations may have the ability to impact efficiency or critical objectives. Federal Profession Compensation's antitrust suit versus the merger occupied useful time of the company's elderly management recommending that 'political' factors can have serious effects for a global company.

Economic Factors: Economic factors such as the appearance of small businesses in the international scenario recommend that Jetblue Airways Deicing At Logan Airport is prospering in an atmosphere where there is prospective growth of services. Fact that store consumers are mainly looking for office products for home workplaces suggests that the market has a rising pattern of business owners as well as residence based companies.

Social factors: Social patterns in the economic situation show that clients are searching for convenience along with eye-catching prices. Marketing research demonstrates how the customer for Jetblue Airways Deicing At Logan Airport lacks recognition about locating solutions which can offer a mix of comfort as well as inexpensive.

Technical factors: Technology plays a crucial role in Jetblue Airways Deicing At Logan Airport's company technique especially as the company is piloting Innovation centers which would provide modern technology sales as well as support in the type of memory upgrades, peripheral setups. (Summary of PEST in appendix 2).

OB Issues as well as Effects.

Numerous underlying Business Behavior concerns can be seen in Jetblue Airways Deicing At Logan Airport's case as highlighted in this section.

Concerns regarding cultural adjustment: There is worry regarding a social adjustment that would certainly take place as soon as Todd Krasnow leaves from his setting as the Executive Vice President of Marketing with most of the team member already showing unhappiness over this potential relocation. This predicted adjustment has actually created anxiety in the work environment which has been combined with the previous tension of preparing the firm for a prospective merger with Residence Deport.

Demanding Work Setting for Newcomers: There is lack of workers that can match the difficult atmosphere of a hectic organization. Not just does this bring about difficulty in locating the appropriate individuals, it puts stress and anxiety on brand-new hires as can not stand up to the rate and pressure that the company expects them to birth.

Dual Coverage Lines: Newbies locate this business culture cumbersome and difficult to cope with specifically as dotted line partnerships are implied to be weaker generally and also objective setup and efficiency assessment is still done by the strong line supervisor. This suggests that novices can shed quality regarding their corresponding roles as well as objectives specifically as dotted line coverage does not maintain them in direct communication with the solid line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower as opposed to Bridget Coles although it had been speculated that the last would take Krasnow's placement came as a blow to her morale. Lewis might have been capable and appropriate for the job however the fact that Kransnow's departure would make Coles a straight report to Lewis may have been the factor for Coles' resignation from services.

Worry & Job Instability: Worry and insecurity can be identified as 2 significant problems that Lewis would be dealing with particularly as the merging has actually currently be terminated and also 2 senior executives of the advertising division would be leaving. The entire obligation of the department would certainly be dropping on Lewis's shoulders that would certainly not just supervise of brining about a cultural modification yet would certainly additionally have to prove herself in her new duty.

Inappropriate Administration Style of Leader: Lewis's monitoring design and also its incompatibility with the advertising and marketing division's duty can additionally be seen as an OB difficulty especially as she has actually been utilized to managing problems in the operations department where personnel are shown to focus on procedures as well as get them right. The advertising division on the various other hand can be seen as a group of individuals who are used to being supported by Krasnow that concentrated more on outcome than procedures.

Interdepartmental Differences: Interdepartmental differences between 3 divisions, marketing, merchandizing and also procedures specifically over the allocation of the advertising and marketing mix can be identified as an additional OB worry. Although the marketing division does not share the same vision as the other two divisions regarding the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing as well as operations divisions do not concur over the advertising mix allotment among one another either.

Disintegration in Advertising And Marketing Department: Disintegration in between the marketing and advertising divisions can be determined as an additional OB concern which could need additional attention. The fact that the advertising and marketing areas in the advertising and marketing division are detached is protecting against both divisions from acquiring from each various other's experience as well as competence. Assimilation of marketing with retailing and also operations would come to be more difficult if the marketing division itself is broken down which can be one more prospective OB worry.

Jetblue Airways Deicing At Logan Airport Analysis

Numerous concepts have been utilized to explain the scenarios to get further clarity regarding the scenario handy.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, most managers believe that juniors are easy and also careless, have little aspiration as well as stand up to adjustment. The situation at Jetblue Airways Deicing At Logan Airport is not totally following Concept X, it can be seen that new hires are discovering this environment instead demanding which may ultimately lead to a higher inclination of the monitoring towards Concept X. Also while assessing Lewis's management style, concept X may have been suitable in the procedures department to some degree but the Advertising division would certainly need reliance on Concept Y in order to obtain the creativity and originality from the teams.

Tuckman's Synergy Concept: Regarding Lewis's worry concerning bringing harmony in between the advertising and marketing division is worried, this would originally lead to contrast as reviewed by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, during the first phase of team advancement, individuals might not bond, as they are busy finding their location in the group. By combining the marketing and advertising division's job, there might be the same initial detach which might result in the second phase of 'storming' where the groups test each other. It is just during the 3rd stage or 'norming' when they would come together to share ideas before the team can bring about synergy in the fourth stage 'doing'.

When individuals are presented with modification, they go into stage one and so there might be emotions like sadness, uncertainty, aggravation, anger, fear, rejection and also disorientation.The situation at the marketing department of Jetblue Airways Deicing At Logan Airport is similar so Lewis can obtain comfy with the concept that it is not remarkable behavior. It is throughout this stage that Lewis will certainly have to give assistance to the department so that they can discover a sense of instructions. It can be seen just how Krasnow has currently made this transition much easier by making Lewis obtain involved in the department a year prior to his real separation.

Maslow's Demand power structure: The OB concern related to instability at the office has been triggered firstly by the change in management and second of all by the truth that the merger will certainly no more be started. Abraham Maslow in his Theory of 'Needs Power structure' (appendix 5) has goes over the value of 'security needs as being a reduced level requirement of a human for activating inspiration. As seen in the pyramid cooperated appendix 3, we can see just how 'the demand to feel safe and secure and also safe' is at the second level of needs. Before an employee can be made to develop mentally, he needs to have his 'Physiological 'and also 'Security' needs satisfied. This suggests that unless the personnel are made to really feel safe about their present work status in Jetblue Airways Deicing At Logan Airport they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Jetblue Airways Deicing At Logan Airport Case Study

Implication of Analysis.

The OB analysis has considered various concepts to understand how to deal with the present situation handy. The adhering to three options have been proposed to aid Lewis handle the business obstacles in the advertising and marketing department. Each of these alternatives has actually been proposed for alleviating the transition required to bring the advertising and marketing department in line with the needs of the market and for making the cultural change that would certainly adhere to when the present leader leaves.

Combination of advertising and marketing features. Separating Adverting and Production functions. Combination of Advertising with Procedures.

Evaluation of Alternatives.

Assimilation of Marketing & Marketing Functions: The in-house marketing agency of Jetblue Airways Deicing At Logan Airport is already strength for the organization in regards to saving up on overheads connected to advertising and marketing and promotion. Considering that no new recruitment has been done after Bridget Cole's departure with the coverage line being directly assigned to Krasnow for the advertising and marketing feature, this is a beneficial chance for integrating the advertising and marketing features. Judith Shapiro who has actually earlier been talked to by Lewis throughout the earlier merger days has proficiency in business-to-business advertising together with company and retail marketing experience. As soon as Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to deal with both marketing and advertising features.

The benefit of this technique is that it will incorporate the two functions while minimizing the requirement for employing an added source for advertising. In addition to this, Lewis would be heading the advertising division as well as regardless her substitute would certainly be required for the present role that she is carrying out. The downside of this choice is that exterior hiring may cause animosity from internal employees that might be considering the setting of EVP after Lewis takes control of Krasnow's position.

Separating Adverting as well as Manufacturing: Offered the competitive pressures as well as high quality job required from the advertising agency, it is suggested that Lewis must permit the manufacturing unit to be a separate feature from the advertising and marketing device. Considering that the majority of ad agency had these two functions as separate devices, it makes even more sense to comply with the standard. In addition to this, both features might be able to focus on their core turns on extra successfully. Nonetheless, the disadvantage of this technique would certainly be that additional costs would need to be borne for establishing different production features. Along with this, a manufacturing head might have to be employed which might increase expenses for the company.

Assimilation of Advertising And Marketing with Workflows: Considering that Lewis is already dealing with the advertising and also operations departments concurrently; it makes sense to incorporate the two features given that she has been effectively looking after both ends. The truth that the two divisions already have significant distinctions over allowance of resources suggests that this assimilation may be able to produce consistency specifically as Lewis would certainly be heading both ends.However there are various negative aspects of this step especially as it would put too much problem over Lewis's shoulders. The fact that Lewis needs to adapt her monitoring style for the advertising and marketing department recommends that these 2 departments would be culturally varied. Along with this, Lewis may not be able to apply one sort of management design to both divisions which could cause ineffectiveness in either one of the two features.


An examination of the 3 choices indicates that integration of marketing and also operations would certainly not be a viable action because of the huge distinctions in between the two divisions despite the fact that presently Lewis is managing both. While splitting up of the production feature might have been a favorable move for the marketing department, the truth that it would certainly imply placing a 3rd feature under Lewis's wing suggests this need to be prevented. The integration of the advertising and marketing division is the most effective alternative in regards to getting the ideal results from the department. An action plan for this alternative is gone over below.

Activity Strategy.

Lewis will take control of the role of EVP Advertising after Krasnow leaves.

Advertising and Marketing features would be merged.

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

Manufacturing feature will stay part of advertising and marketing under marketing feature.

Lewis will separate herself from operations.

A democratic leadership style with staff member empowerment will certainly be used in advertising and marketing department.

Open door plan and focus on cross department interaction will be focused on eliminating discord.

Backup plan.

If the assimilation does not work out as planned, a backup plan would certainly adhere to which would certainly divide the production feature from the advertising and marketing feature to reduce the tons on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will be heading the advertising department without an SVP. Because case the production feature will definitely be divided by placing it under an SVP manufacturing.