Qihoo Case Study Analysis


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Qihoo Case Study Help

Background and Facts

Qihoo an office materials store for small and also average sized businesses has actually lately been involved in preparing for a merging with its rival Home Deport, which has actually influenced effectiveness degrees in departmentswith the elderly supervisor associated with legal problems put forth by the government Profession Commission. With the Advertising Head putting forward the news of his separation from the business in one year, Jeannie Lewis, the present head of operations has actually been asked to take the duty in the future. With difficulties in the form of a prospective social adjustment as well as low worker morale, the company wants a total reengineering effort at the advertising and marketing division.

Issue Declaration

The prospective cultural change at the advertising department of Qihoo is boosting uncertainty in the working environment resulting in various challenges for the Jeannie Lewis who would certainly be changing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in influencing calculated decisions since Stapes Inc. needed to desert its plans of combining with Office Deport after the Federal Trade Compensation's intervention while doing so. Provided the truth that the shop has an international presence with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these nations may be able to influence efficiency or calculated objectives. Federal Trade Commission's antitrust suit against the merger took up useful time of the organization's elderly management suggesting that 'political' factors can have severe effects for a worldwide service.

Economic Factors: Economic factors such as the emergence of local business in the international situation recommend that Qihoo is flourishing in an environment where there is prospective growth of services. Along with this, truth that store customers are mainly searching for workplace supplies for home offices suggests that the marketplace has a climbing fad of business owners as well as home based businesses.

Social factors: Social trends in the economic climate show that consumers are trying to find benefit as well as attractive rates. Marketing research demonstrates how the consumer for Qihoo does not have understanding concerning finding remedies which can use a combination of comfort as well as low costs.

Technical factors: Modern technology plays an important function in Qihoo's company approach particularly as the company is piloting Innovation centers which would supply technology sales as well as support in the form of memory upgrades, outer setups. (Summary of BUG in appendix 2).

OB Issues and Effects.

Numerous underlying Business Actions concerns can be seen in Qihoo's case as highlighted in this area.

Apprehensions regarding cultural adjustment: There is worry regarding a cultural adjustment that would take place when Todd Krasnow leaves from his position as the Executive Vice Head Of State of Marketing with the majority of the staff members currently revealing unhappiness over this prospective step. This predicted adjustment has actually produced stress and anxiety in the office which has been paired with the previous stress of preparing the company for a prospective merger with House Deport.

Stressful Work Atmosphere for Newcomers: There is lack of employees that can match the demanding setting of a fast-paced company. Not only does this cause difficulty in discovering the appropriate individuals, it puts tension on new hires as can not withstand the pace and also pressure that the company anticipates them to birth.

Dual Coverage Lines: Newcomers locate this business culture cumbersome and tough to manage especially as dotted line connections are suggested to be weaker as a whole as well as objective setup as well as efficiency evaluation is still done by the strong line supervisor. This suggests that beginners could lose clearness regarding their respective duties as well as goals specifically as dotted line coverage does not maintain them in straight interaction with the strong line managers.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his follower instead of Bridget Coles despite the fact that it had actually been guessed that the last would take Krasnow's setting came as a blow to her morale. Lewis may have been capable and also ideal for the task but the fact that Kransnow's separation would make Coles a straight report to Lewis may have been the factor for Coles' resignation from solutions.

Anxiety & Task Instability: Worry and also instability can be identified as 2 significant problems that Lewis would certainly be dealing with especially as the merger has actually currently be cancelled and 2 senior executives of the advertising and marketing department would be leaving. The whole obligation of the division would be dropping on Lewis's shoulders who would certainly not simply supervise of brining about a social change yet would also have to prove herself in her brand-new function.

Inappropriate Administration Style of Leader: Lewis's administration style as well as its conflict with the advertising and marketing department's role can additionally be viewed as an OB obstacle specifically as she has actually been utilized to managing concerns in the procedures division where employees are taught to focus on procedures and also obtain them right. The advertising department on the other hand can be viewed as a group of individuals who are made use of to being nurtured by Krasnow that concentrated much more on outcome than processes.

Interdepartmental Disputes: Interdepartmental disagreements between 3 divisions, advertising and marketing, merchandizing and also procedures respectively over the allowance of the advertising and marketing mix can be identified as one more OB concern. The advertising department does not share the same vision as the other two divisions relating to the aloocation of the marketing mix twoards promotions and also advertsing, the merchandizing and operations departments do not agree over the advertising mix appropriation among one another either.

Fragmentation in Advertising And Marketing Division: Fragmentation between the advertising and marketing divisions can be recognized as another OB issue which can need further interest. The fact that the advertising and marketing areas in the advertising and marketing department are disconnected is stopping both departments from getting from each various other's experience and also expertise. Combination of advertising and marketing with retailing as well as operations would become harder if the advertising division itself is degenerated which can be an additional potential OB concern.

Qihoo Analysis

Numerous concepts have been utilized to explain the situations to get additional clearness regarding the circumstance handy.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, a lot of managers think that subordinates are easy as well as careless, have little passion and withstand adjustment. The scenario at Qihoo is not totally adhering to Theory X, it can be seen that new hires are discovering this environment rather difficult which may at some point lead to a higher inclination of the monitoring towards Concept X. Also while assessing Lewis's management style, concept X may have been ideal in the operations department to some degree however the Advertising and marketing department would require dependence on Concept Y in order to get the creative thinking and also creativity from the groups.

Tuckman's Team effort Theory: As much as Lewis's issue concerning bringing consistency in between the advertising and marketing and also marketing division is worried, this would at first lead to contrast as gone over by Bruce Tuckman in his 'Team effort Concept'. By integrating the advertising and marketing and marketing division's job, there may be the exact same preliminary separate which could lead to the 2nd phase of 'storming' where the teams challenge one an additional.

Bridges' Transition Design: As per William Bridge's concept (appendix 4), people are quite unpleasant with adjustment, which is apparent by the situation at Qihoo The situation can be viewed as a normal course of life if is examined as per Bridge's concept where he explains that people undergo three stages of change when they experience adjustment. 'Closing, shedding and also Releasing', The Neutral Zone and 'The New Starting' (Bridges, 2004). When individuals are presented with adjustment, they enter stage one and so there might be feelings like unhappiness, unpredictability, disappointment, temper, worry, rejection as well as disorientation.The situation at the marketing department of Qihoo is similar so Lewis can get comfortable with the idea that it is not extraordinary behavior. In the 2nd stage, there might be a need to bridge the gap between the brand-new and old culture so Lewis might have to encounter this challenge once Krasnow leaves. There may be low morale and low performance at this phase which need to not be taken as a problem. It is during this phase that Lewis will certainly have to give advice to the department to make sure that they can find an orientation. It can be seen how Krasnow has actually already made this transition easier by making Lewis obtain involved in the division a year prior to his real separation. According to Bridges' Design, phase 3 will certainly bring about openness to learning, High energy as well as commitment as people will certainly accept the modification (Bridges, 2004).

Maslow's Need pecking order: The OB issue pertaining to instability at the office has been activated to start with by the change in administration and secondly by the truth that the merging will no more be started. Abraham Maslow in his Theory of 'Demands Hierarchy' (appendix 5) has talks about the relevance of 'safety needs as being a reduced degree requirement of a human for activating motivation. As seen in the pyramid cooperated appendix 3, we can see exactly how 'the demand to feel protected and also unharmed' goes to the 2nd degree of requirements. Prior to a staff member can be made to establish mentally, he requires to have his 'Physical 'and also 'Safety' requires satisfied. This indicates that unless the workers are made to really feel protected regarding their current employment status in Qihoo they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Qihoo Case Study

Implication of Analysis.

The OB analysis has actually taken a look at various theories to understand exactly how to deal with the existing situation at hand. The adhering to 3 options have actually been recommended to help Lewis handle the organizational obstacles in the marketing department. Each of these options has actually been recommended for reducing the transition needed to bring the advertising division according to the requirements of the market and also for making the social modification that would comply with as soon as the present leader leaves.

Integration of marketing and advertising features. Dividing Adverting and also Production features. Integration of Advertising with Procedures.

Examination of Alternatives.

Judith Shapiro that has actually earlier been talked to by Lewis throughout the earlier merging days has experience in business-to-business advertising and marketing along with company and retail advertising experience. As soon as Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to deal with both advertising as well as advertising and marketing features.

The advantage of this method is that it will certainly incorporate the two features while reducing the demand for working with an additional resource for marketing. Lewis would certainly be heading the advertising department as well as in any case her replacement would be needed for the current function that she is executing. The negative aspect of this choice is that exterior hiring might bring about resentment from interior employees who might be eying the setting of EVP after Lewis takes control of Krasnow's position.

Separating Adverting and also Production: Given the competitive pressures and high quality job called for from the advertising company, it is suggested that Lewis should enable the manufacturing device to be a separate feature from the marketing device. Because most advertising firms had these 2 functions as different systems, it makes more feeling to adhere to the norm.

Assimilation of Marketing with Workflows: Considering that Lewis is currently taking care of the marketing as well as procedures departments at the same time; it makes feeling to incorporate the 2 features since she has been successfully taking treatment of both ends. The fact that Lewis has to adjust her management design for the advertising and marketing division recommends that these 2 departments would be culturally varied.


An assessment of the 3 options indicates that combination of advertising and marketing and procedures would not be a practical step due to the large differences between the 2 divisions despite the reality that presently Lewis is handling both. While splitting up of the manufacturing function might have been a favorable step for the advertising department, the fact that it would certainly indicate positioning a 3rd feature under Lewis's wing means this should be prevented.

Activity Strategy.

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

Marketing and advertising functions would certainly be merged.

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

Production feature will continue to be part of marketing under advertising and marketing feature.

Lewis will certainly separate herself from procedures.

An autonomous leadership style with employee empowerment will be utilized in marketing department.

Open up door plan as well as focus on cross department interaction will be aimed at getting rid of discord.

Backup strategy.

If the integration does not exercise as intended, a backup strategy would comply with which would certainly divide the manufacturing function from the marketing function to decrease the lots on the SVP of advertising and marketing. In case Judith Shapiro does not get worked with, Lewis will be heading the advertising and marketing department without an SVP. In that case the manufacturing feature will definitely be separated by positioning it under an SVP production.