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


Home >> Kelloggs >> Kulicke And Soffa Industries Inc In China Transferring Knowledge A >>

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 products merchant for little as well as average sized companies has actually just recently been involved in preparing for a merger with its rival House Deport, which has actually impacted effectiveness degrees in departmentswith the elderly supervisor associated with lawful problems put forth by the federal Profession Commission. With the Marketing Head advancing the information of his departure from the company in one year, Jeannie Lewis, the existing head of operations has been asked to take the role in the future. With difficulties in the kind of a prospective social adjustment and reduced worker morale, the organization is in need of a full reengineering effort at the advertising and marketing department.

Trouble Statement
Porter's 5 Forces Analysis
The potential cultural change at the advertising division of Kulicke And Soffa Industries Inc In China Transferring Knowledge A is enhancing unpredictability in the workplace causing different challenges for the Jeannie Lewis that would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant role in influencing tactical decisions considering that Stapes Inc. had to abandon its plans of merging with Workplace Deport after the Federal Profession Commission's treatment in the process. Given the reality that the shop has a global existence with branches in UK, UNITED STATES, Canada as well as Germany, political consider each of these countries might have the ability to impact efficiency or tactical objectives. Federal Trade Commission's antitrust suit versus the merger took up useful time of the company's elderly management recommending that 'political' factors can have major implications for a worldwide service.

Economic Factors: Financial factors such as the introduction of small businesses in the international circumstance recommend that Kulicke And Soffa Industries Inc In China Transferring Knowledge A is growing in a setting where there is prospective growth of companies. In addition to this, fact that shop consumers are primarily looking for office supplies for home offices suggests that the marketplace has a rising pattern of entrepreneurs and home based companies.

Social factors: Social trends in the economic climate reveal that customers are searching for convenience along with eye-catching costs. Market research shows how the client for Kulicke And Soffa Industries Inc In China Transferring Knowledge A does not have awareness about locating remedies which can provide a combination of ease and also inexpensive.

Technical factors: Innovation plays a crucial role in Kulicke And Soffa Industries Inc In China Transferring Knowledge A's service approach specifically as the organization is piloting Modern technology centers which would use modern technology sales and support in the kind of memory upgrades, outer setups. (Recap of PEST in appendix 2).

OB Issues and Manifestations.

Numerous underlying Business Actions concerns can be seen in Kulicke And Soffa Industries Inc In China Transferring Knowledge A's case as highlighted in this section.

Apprehensions concerning cultural change: There is apprehension about a cultural modification that would occur when Todd Krasnow leaves from his setting as the Executive Vice Head Of State of Advertising with most of the staff members currently showing unhappiness over this potential relocation. This expected change has actually produced stress in the work environment which has been combined with the past stress of preparing the firm for a prospective merger with Residence Deport.
Pest Analysis
Stressful Task Environment for Newcomers: There is shortage of personnel that can match the difficult environment of a busy organization. Not only does this cause trouble in locating the best individuals, it puts stress and anxiety on brand-new hires as can not hold up against the pace and also pressure that the organization expects them to birth.

Double Reporting Lines: Novices locate this organizational culture cumbersome and also hard to deal with particularly as populated line connections are implied to be weak in general and also unbiased setup and performance examination is still done by the strong line supervisor. This indicates that beginners might lose clarity about their particular duties and also objectives particularly as populated line coverage does not maintain them in direct interaction with the strong line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor instead of Bridget Coles despite the fact that it had actually been guessed that the last would take Krasnow's position came as a strike to her morale. Lewis may have been qualified and also appropriate for the task however the reality that Kransnow's separation would make Coles a direct report to Lewis may have been the factor for Coles' resignation from services.

Fear & Task Instability: Fear as well as insecurity can be identified as 2 major concerns that Lewis would be managing specifically as the merger has actually currently be terminated and two senior execs of the advertising and marketing division would certainly be leaving. The whole responsibility of the division would certainly be dropping on Lewis's shoulders that would not just be in charge of brining concerning a cultural adjustment however would certainly also have to prove herself in her new duty.

Inappropriate Administration Style of Leader: Lewis's monitoring design and its conflict with the advertising division's function can also be viewed as an OB difficulty specifically as she has been utilized to managing problems in the operations department where workers are shown to concentrate on processes and also get them right. The advertising and marketing division on the various other hand can be seen as a team of people that are utilized to being supported by Krasnow who focused extra on result than processes.

Interdepartmental Differences: Interdepartmental disputes in between three divisions, marketing, merchandizing as well as procedures specifically over the allotment of the marketing mix can be identified as an additional OB issue. Although the advertising and marketing division does not share the very same vision as the other two departments pertaining to the aloocation of the advertising mix twoards promos as well as advertsing, the merchandizing and also procedures departments do not agree over the marketing mix appropriation amongst each other either.

Disintegration in Advertising And Marketing Division: Disintegration in between the advertising and marketing departments can be determined as an additional OB issue which could need further attention. The reality that the advertising and marketing sections in the marketing division are separated is stopping both departments from gaining from each other's experience and also competence. Integration of advertising and marketing with retailing and also procedures would become harder if the marketing department itself is degenerated which can be one more prospective OB problem.

Kulicke And Soffa Industries Inc In China Transferring Knowledge A Analysis

Numerous theories have been made use of to clarify the circumstances to get further clearness concerning the scenario available.
Swot Analysis
McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of supervisors think that subordinates are easy as well as lazy, have little passion and also resist change. The difficult version of this theory stressed coercion, limited controls, threats and also penalties. Over time it creates reduced efficiency, refined sabotage and rivalry (Deal, 2003). The scenario at Kulicke And Soffa Industries Inc In China Transferring Knowledge A is not entirely complying with Theory X, it can be seen that brand-new hires are finding this setting rather difficult which may ultimately lead to a greater disposition of the monitoring towards Theory X. According to McGregor's advocated view, which he called Concept Y, the vital task of the management is to arrange business problems to make sure that people can accomplish their very own objectives best by guiding their initiatives in the direction of organizational benefits. If individuals locate no satisfaction in their work, the administration would certainly have little choice however to depend on concept X and external control (Deal, 2003). Even while examining Lewis's monitoring design, theory X may have been suitable in the operations department somewhat yet the Advertising and marketing department would certainly need reliance on Theory Y so as to get the creative thinking and also creativity from the groups.

Tuckman's Teamwork Theory: Regarding Lewis's problem regarding bringing consistency in between the advertising and marketing division is concerned, this would initially lead to conflict as discussed by Bruce Tuckman in his 'Teamwork Theory'. (Tuckman, 1965). According to Tuckman's theory displayed in appendix 3, throughout the first stage of team advancement, individuals may not bond, as they are active discovering their location in the team. By incorporating the advertising and marketing department's work, there may be the same first separate which can result in the 2nd phase of 'storming' where the groups test each other. Nonetheless, it is only throughout the third stage or 'norming' when they would come together to share ideas before the team can bring about synergy in the 4th phase 'performing'.

When people are offered with modification, they enter phase one as well as so there might be feelings like despair, unpredictability, frustration, temper, concern, rejection as well as disorientation.The scenario at the marketing department of Kulicke And Soffa Industries Inc In China Transferring Knowledge A is similar so Lewis can get comfy with the suggestion that it is not amazing actions. It is during this phase that Lewis will have to provide support to the department so that they can locate a feeling of instructions. It can be seen just how Krasnow has already made this transition less complicated by making Lewis get involved in the division a year before his real separation.
Vrio Analysis
Abraham Maslow in his Theory of 'Needs Hierarchy' (appendix 5) has goes over the relevance of 'safety requires as being a reduced degree requirement of a human for setting off motivation. As seen in the pyramid shared in appendix 3, we can see just how 'the need to really feel safe and also out of threat' is at the second degree of needs. Prior to an employee can be made to develop psychologically, he needs to have his 'Physical 'and also 'Security' requires satisfied.

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

Effects of Analysis.

The OB analysis has actually taken a look at different theories to recognize exactly how to deal with the existing scenario handy. The following three alternatives have actually been recommended to assist Lewis handle the business challenges in the marketing division. Each of these alternatives has been proposed for relieving the transition required to bring the advertising and marketing division in line with the needs of the marketplace and for making the cultural adjustment that would certainly comply with as soon as the existing leader leaves.

Integration of advertising and marketing functions. Separating Adverting as well as Production functions. Combination of Advertising with Operations.

Evaluation of Alternatives.

Judith Shapiro who has actually earlier been spoken with by Lewis during the earlier merger days has know-how in business-to-business advertising and marketing along with agency and also retail advertising experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising and marketing to deal with both marketing and advertising and marketing features.

The advantage of this method is that it will certainly integrate both features while reducing the demand for hiring an additional source for advertising and marketing. In addition to this, Lewis would certainly be heading the advertising and marketing division and all the same her substitute would certainly be needed for the current role that she is performing. The downside of this choice is that exterior hiring may cause resentment from interior employees that may be looking at the position of EVP after Lewis takes control of Krasnow's setting.

Dividing Adverting and Production: Offered the competitive stress and high quality job called for from the marketing company, it is recommended that Lewis should allow the production device to be a different feature from the advertising and marketing unit. Considering that most advertising agencies had these two functions as separate systems, it makes even more feeling to comply with the standard.

Assimilation of Advertising And Marketing with Operations: Considering that Lewis is currently taking care of the advertising and marketing and procedures departments at the same time; it makes feeling to integrate the 2 functions considering that she has been efficiently taking care of both ends. The fact that Lewis has to adapt her monitoring style for the marketing department suggests that these two departments would certainly be culturally diverse.


An analysis of the 3 options shows that assimilation of advertising and marketing as well as procedures would certainly not be a possible relocation due to the substantial distinctions in between the two divisions regardless of the fact that currently Lewis is managing both. While splitting up of the production function may have been a beneficial move for the advertising department, the reality that it would indicate positioning a third function under Lewis's wing indicates this need to be stayed clear of.

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

Marketing and advertising features would be merged.

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

Manufacturing function will stay component of marketing under advertising and marketing feature.

Lewis will certainly separate herself from procedures.

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

Open door policy and emphasis on cross departmental communication will certainly be aimed at eliminating disharmony.

Contingency plan.

If the assimilation does not work out as planned, a backup strategy would certainly follow which would divide the production function from the advertising function to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get worked with, Lewis will certainly be heading the advertising department without an SVP. In that case the production function will most definitely be separated by putting it under an SVP production.