Kulicke And Soffa Industries Inc In China Transferring Knowledge A Case Study Help


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Kulicke And Soffa Industries Inc In China Transferring Knowledge A Case Study Help

Background and Facts

Kulicke And Soffa Industries Inc In China Transferring Knowledge A a workplace supplies store for small as well as moderate sized services has just recently been involved in preparing for a merging with its rival House Deport, which has impacted performance degrees in departmentswith the elderly manager associated with lawful complications put forth by the government Profession Payment. With the Marketing Head advancing the information of his separation from the business in one year, Jeannie Lewis, the present head of operations has been asked to take the duty in the near future. With difficulties in the kind of a prospective social adjustment as well as reduced employee spirits, the company needs a full reengineering initiative at the advertising and marketing division.

Issue Declaration
Porter's 5 Forces Analysis
The prospective cultural change at the marketing division of Kulicke And Soffa Industries Inc In China Transferring Knowledge A is increasing unpredictability in the workplace resulting in different challenges for the Jeannie Lewis who would certainly be changing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in influencing strategic choices because Stapes Inc. needed to abandon its plans of combining with Office Deport after the Federal Profession Commission's intervention while doing so. Provided the truth that the store has a global presence with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these nations may have the ability to impact performance or tactical objectives. Federal Profession Payment's antitrust match versus the merger took up useful time of the company's senior monitoring recommending that 'political' factors can have significant ramifications for a global service.

Economic Factors: Economic factors such as the appearance of small companies in the worldwide circumstance recommend that Kulicke And Soffa Industries Inc In China Transferring Knowledge A is thriving in a setting where there is potential growth of services. Reality that store customers are mainly looking for workplace products for home offices suggests that the market has a climbing fad of entrepreneurs and also home based companies.

Social factors: Social patterns in the economy show that consumers are seeking benefit as well as attractive rates. Market research shows how the customer for Kulicke And Soffa Industries Inc In China Transferring Knowledge A does not have awareness about locating solutions which can provide a mix of comfort and affordable.

Technical factors: Technology plays a vital role in Kulicke And Soffa Industries Inc In China Transferring Knowledge A's business approach specifically as the organization is piloting Modern technology facilities which would certainly offer innovation sales as well as assistance in the type of memory upgrades, outer setups. (Recap of PEST in appendix 2).

OB Issues as well as Symptoms.

A number of underlying Organizational Actions issues can be seen in Kulicke And Soffa Industries Inc In China Transferring Knowledge A's case as highlighted in this area.

Uneasiness regarding cultural modification: There is concern concerning a cultural adjustment that would certainly happen once Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Advertising with the majority of the employee already showing unhappiness over this possible step. This expected adjustment has developed stress and anxiety in the office which has actually been paired with the past stress of preparing the company for a prospective merging with House Deport.
Pest Analysis
Difficult Work Setting for Newcomers: There is shortage of personnel that can match the stressful atmosphere of a fast-paced company. Not just does this result in trouble in discovering the best people, it places stress on new hires as can not withstand the rate and also pressure that the company anticipates them to birth.

Twin Coverage Lines: Novices find this organizational culture difficult and also hard to cope with especially as dotted line connections are indicated to be weak generally and objective setup and performance examination is still done by the solid line manager. This suggests that newbies might shed clearness regarding their respective functions and goals particularly as populated line coverage does not keep them in straight interaction with the strong line supervisors.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower as opposed to Bridget Coles despite the fact that it had actually been speculated that the last would take Krasnow's setting came as a blow to her spirits. Lewis might have been qualified and suitable for the task yet the truth that Kransnow's departure would make Coles a straight report to Lewis might have been the factor for Coles' resignation from services.

Anxiety & Work Instability: Fear as well as instability can be recognized as two significant issues that Lewis would certainly be handling particularly as the merger has actually now be cancelled and also two senior executives of the marketing department would be leaving. The entire obligation of the department would certainly be dropping on Lewis's shoulders who would not just be in charge of brining regarding a cultural change but would likewise need to prove herself in her new duty.

Incompatible Management Style of Leader: Lewis's administration style as well as its conflict with the marketing division's duty can also be viewed as an OB challenge particularly as she has actually been used to managing issues in the operations division where employees are shown to focus on procedures and obtain them right. The advertising department on the other hand can be viewed as a team of people that are utilized to being nurtured by Krasnow that focused more on outcome than procedures.

Interdepartmental Arguments: Interdepartmental arguments between three departments, advertising and marketing, merchandizing as well as procedures respectively over the allowance of the advertising and marketing mix can be determined as one more OB issue. Although the advertising department does not share the same vision as the other 2 departments pertaining to the aloocation of the marketing mix twoards promos and also advertsing, the merchandizing and also operations divisions do not agree over the advertising mix appropriation amongst one another either.

Disintegration in Advertising Department: Disintegration in between the marketing and advertising departments can be identified as an additional OB problem which could need additional interest. The truth that the marketing and advertising sections in the marketing division are disconnected is stopping both divisions from acquiring from each various other's experience as well as competence. Integration of advertising with merchandising and operations would certainly become more difficult if the advertising and marketing department itself is broken down which can be one more prospective OB concern.

Kulicke And Soffa Industries Inc In China Transferring Knowledge A Analysis

Numerous concepts have been utilized to describe the conditions to obtain more quality about the scenario handy.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Concept X, most managers think that staffs are easy and lazy, have little aspiration as well as stand up to modification. The situation at Kulicke And Soffa Industries Inc In China Transferring Knowledge A is not entirely following Concept X, it can be seen that new hires are locating this atmosphere rather demanding which may eventually lead to a higher inclination of the management in the direction of Concept X. Also while assessing Lewis's management design, concept X may have been appropriate in the procedures department to some degree yet the Advertising division would certainly need reliance on Concept Y in order to get the creativity as well as originality from the groups.

Tuckman's Team effort Concept: Regarding Lewis's worry concerning bringing harmony between the marketing and advertising department is worried, this would initially lead to conflict as discussed by Bruce Tuckman in his 'Synergy Concept'. (Tuckman, 1965). According to Tuckman's concept received appendix 3, throughout the preliminary phase of group development, people may not bond, as they are active discovering their area in the team. By incorporating the marketing and advertising department's job, there may be the same first detach which can cause the 2nd stage of 'storming' where the teams test each other. However, it is just throughout the third stage or 'norming' when they would certainly come together to share concepts prior to the group can cause synergy in the 4th phase 'executing'.

When people are provided with adjustment, they go into phase one as well as so there may be emotions like despair, unpredictability, aggravation, anger, fear, rejection as well as disorientation.The situation at the marketing division of Kulicke And Soffa Industries Inc In China Transferring Knowledge A is similar so Lewis can obtain comfortable with the suggestion that it is not amazing actions. It is during this stage that Lewis will certainly have to give guidance to the division so that they can discover a sense of instructions. It can be seen just how Krasnow has actually already made this shift much easier by making Lewis obtain involved in the division a year before his real departure.
Vrio Analysis
Maslow's Need pecking order: The OB problem related to instability at the office has actually been triggered firstly by the change in monitoring as well as secondly by the fact that the merging will certainly no longer be initiated. Abraham Maslow in his Concept of 'Requirements Pecking order' (appendix 5) has talks about the value of 'protection requires as being a lower level need of a human for triggering motivation. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the need to feel secure as well as out of danger' is at the 2nd degree of requirements. Prior to an employee can be made to develop psychologically, he needs to have his 'Physical 'as well as 'Security' requires fulfilled. This indicates that unless the workers are made to feel safe and secure regarding their existing employment condition in Kulicke And Soffa Industries Inc In China Transferring Knowledge A they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Kulicke And Soffa Industries Inc In China Transferring Knowledge A Case Study

Ramification of Analysis.

The OB analysis has checked out various theories to comprehend how to cope with the existing scenario available. The following 3 alternatives have actually been proposed to assist Lewis take care of the business difficulties in the advertising department. Each of these options has been suggested for relieving the shift required to bring the advertising and marketing division in line with the requirements of the market and also for making the cultural adjustment that would adhere to as soon as the present leader leaves.

Combination of marketing and advertising functions. Dividing Adverting and Production features. Assimilation of Advertising And Marketing with Procedures.

Assessment of Alternatives.

Combination of Marketing & Advertising And Marketing Functions: The internal advertising and marketing agency of Kulicke And Soffa Industries Inc In China Transferring Knowledge A is already toughness for the company in terms of saving up on overheads related to advertising and marketing as well as promo. Given that no new employment has been done after Bridget Cole's departure with the coverage line being straight assigned to Krasnow for the advertising and marketing feature, this is a beneficial possibility for integrating the marketing and advertising functions. Judith Shapiro that has earlier been interviewed by Lewis during the earlier merging days has knowledge in business-to-business advertising and marketing in addition to agency as well as retail advertising and marketing experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising and marketing to take care of both marketing and advertising features.

The benefit of this strategy is that it will certainly integrate the two functions while lowering the need for hiring an extra source for advertising. In addition to this, Lewis would be heading the advertising and marketing division as well as all the same her replacement would certainly be required for the existing role that she is doing. The negative aspect of this choice is that outside hiring may produce resentment from interior personnel who might be considering the placement of EVP after Lewis takes control of Krasnow's setting.

Separating Adverting and also Manufacturing: Provided the competitive pressures as well as high quality job called for from the advertising agency, it is advised that Lewis needs to enable the production device to be a different feature from the marketing unit. Given that most advertising agencies had these two features as separate units, it makes even more sense to adhere to the norm. In addition to this, both features may have the ability to concentrate on their core activates much more efficiently. Nonetheless, the drawback of this method would be that additional costs would have to be borne for setting up different production features. In addition to this, a production head may have to be worked with which might raise overheads for the company.

Assimilation of Marketing with Operations: Because Lewis is currently caring for the marketing as well as procedures departments concurrently; it makes sense to incorporate both functions since she has actually been efficiently looking after both ends. The fact that the two departments currently have significant distinctions over allocation of resources suggests that this combination may have the ability to produce harmony specifically as Lewis would be heading both ends.However there are various downsides of this step especially as it would put way too much problem over Lewis's shoulders. The fact that Lewis has to adapt her monitoring style for the advertising division recommends that these two divisions would certainly be culturally diverse. Along with this, Lewis might not be able to apply one kind of leadership style to both departments which might result in inadequacy in either among both features.


An examination of the 3 choices indicates that assimilation of advertising and marketing and also operations would certainly not be a practical action as a result of the vast distinctions in between both divisions although that currently Lewis is taking care of both. While separation of the manufacturing feature may have been a favorable relocation for the advertising division, the reality that it would indicate placing a 3rd function under Lewis's wing indicates this need to be prevented also. The combination of the advertising division is the most effective choice in regards to obtaining the ideal results from the department. An action prepare for this option is reviewed listed below.

Action Strategy.
Lewis will take control of the role of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising features would be combined.

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

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

Lewis will divide herself from procedures.

An autonomous leadership style with staff member empowerment will certainly be made use of in advertising and marketing division.

Open door plan and also emphasis on cross department interaction will certainly be focused on removing discord.

Backup strategy.

If the combination does not work out as planned, a backup strategy would certainly follow which would separate the production function from the advertising and marketing function to decrease the load on the SVP of advertising and marketing. In case Judith Shapiro does not get hired, Lewis will be heading the marketing department without an SVP. In that case the manufacturing function will most definitely be separated by placing it under an SVP manufacturing.