Smoothpay Growing A Mobile Payment User Base Case Study Analysis


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Smoothpay Growing A Mobile Payment User Base Case Study Help

Background and Facts

Smoothpay Growing A Mobile Payment User Base an office supplies seller for small and also moderate sized organisations has actually recently been involved in preparing for a merger with its competitor Home Deport, which has actually influenced efficiency levels in departmentswith the elderly manager involved in legal difficulties presented by the federal Profession Payment. With the Marketing Head advancing the news of his departure from the business in one year, Jeannie Lewis, the present head of operations has been asked to take the role in the near future. With challenges in the type of a prospective social adjustment as well as reduced employee spirits, the company needs a full reengineering effort at the advertising department.

Issue Statement
Porter's 5 Forces Analysis
The potential cultural adjustment at the marketing division of Smoothpay Growing A Mobile Payment User Base is increasing uncertainty in the workplace resulting in numerous difficulties 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 significant function in affecting tactical choices given that Stapes Inc. needed to desert its strategies of merging with Workplace Deport after the Federal Trade Commission's treatment at the same time. Provided the fact that the shop has a worldwide visibility with branches in UK, USA, Canada as well as Germany, political factors in each of these nations might be able to influence performance or strategic goals. Federal Trade Payment's antitrust suit versus the merger used up useful time of the company's senior management recommending that 'political' factors can have significant ramifications for an international company.

Economic Factors: Economic factors such as the introduction of small companies in the worldwide situation suggest that Smoothpay Growing A Mobile Payment User Base is prospering in a setting where there is potential growth of companies. Truth that shop customers are mainly looking for office supplies for home workplaces recommends that the market has an increasing fad of business owners and also home based companies.

Social factors: Social fads in the economic situation reveal that clients are trying to find benefit in addition to appealing rates. Market research demonstrates how the client for Smoothpay Growing A Mobile Payment User Base does not have awareness regarding locating services which can use a combination of comfort as well as inexpensive.

Technological factors: Technology plays a crucial role in Smoothpay Growing A Mobile Payment User Base's company technique particularly as the organization is piloting Innovation facilities which would provide innovation sales and also support in the type of memory upgrades, outer installments. (Summary of PARASITE in appendix 2).

OB Issues and Effects.

Several underlying Organizational Habits concerns can be seen in Smoothpay Growing A Mobile Payment User Base's case as highlighted in this area.

Uneasiness regarding social modification: There is concern regarding a cultural adjustment that would certainly happen when Todd Krasnow leaves from his setting as the Exec Vice President of Marketing with most of the staff members currently showing unhappiness over this prospective move. This expected change has actually developed stress in the work environment which has actually been coupled with the past stress and anxiety of preparing the company for a prospective merging with House Deport.
Pest Analysis
Difficult Work Environment for Newcomers: There is shortage of workers that can match the stressful setting of a fast-paced organization. Not just does this result in trouble in locating the right individuals, it puts stress on new hires as can not stand up to the rate as well as stress that the organization expects them to birth.

Double Reporting Lines: Newcomers locate this business culture difficult and also hard to manage especially as dotted line partnerships are meant to be weaker as a whole as well as objective setting and also performance evaluation is still done by the solid line manager. This suggests that newcomers could shed clearness regarding their respective duties as well as goals specifically as populated line coverage does not keep them in straight interaction with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower instead of Bridget Coles although it had been speculated that the latter would take Krasnow's setting came as a blow to her morale. Lewis might have been qualified and ideal for the task yet the truth that Kransnow's departure would make Coles a straight record to Lewis might have been the factor for Coles' resignation from services.

Concern & Job Instability: Concern and also instability can be determined as 2 major problems that Lewis would certainly be dealing with especially as the merger has currently be cancelled and two senior execs of the advertising and marketing department would be leaving. The entire obligation of the department would be falling on Lewis's shoulders who would certainly not simply be in charge of brining concerning a social change yet would certainly additionally need to verify herself in her brand-new duty.

Incompatible Management Style of Leader: Lewis's management design and its incompatibility with the advertising department's duty can also be seen as an OB challenge especially as she has been used to taking care of problems in the operations division where employees are taught to focus on processes as well as get them right. The marketing department on the various other hand can be viewed as a team of individuals that are used to being supported by Krasnow that concentrated extra on result than processes.

Interdepartmental Disputes: Interdepartmental arguments in between three divisions, marketing, merchandizing as well as procedures respectively over the appropriation of the marketing mix can be identified as an additional OB concern. The marketing division does not share the same vision as the various other two divisions concerning the aloocation of the marketing mix twoards promos as well as advertsing, the merchandizing and operations divisions do not concur over the marketing mix allotment among one another either.

Fragmentation in Advertising And Marketing Division: Fragmentation in between the advertising and marketing departments can be determined as one more OB issue which can need more attention. The fact that the marketing and advertising areas in the marketing department are disconnected is protecting against both departments from obtaining from each other's experience and competence. Combination of marketing with merchandising and procedures would end up being harder if the marketing division itself is broken down which can be another potential OB problem.

Smoothpay Growing A Mobile Payment User Base Analysis

Different concepts have been utilized to discuss the conditions to get additional clearness concerning the circumstance available.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, many managers believe that subordinates are passive as well as careless, have little aspiration as well as withstand change. The difficult variation of this theory stressed threat, tight controls, threats and penalties. Over time it produces low efficiency, subtle sabotage as well as competition (Offer, 2003). Although the situation at Smoothpay Growing A Mobile Payment User Base is not entirely complying with Theory X, it can be seen that brand-new hires are finding this atmosphere rather stressful which may ultimately result in a greater inclination of the monitoring in the direction of Theory X. According to McGregor's promoted sight, which he called Concept Y, the essential task of the management is to set up organizational conditions so that people can accomplish their very own objectives best by routing their initiatives in the direction of business benefits. If individuals locate no complete satisfaction in their work, the administration would have little option but to rely on concept X and also external control (Deal, 2003). Even while evaluating Lewis's monitoring design, theory X may have appropriated in the operations department to some extent yet the Marketing department would call for reliance on Theory Y so as to get the imagination as well as creativity from the groups.

Tuckman's Teamwork Theory: As far as Lewis's concern concerning bringing harmony between the marketing as well as advertising department is concerned, this would initially lead to conflict as talked about by Bruce Tuckman in his 'Synergy Concept'. By integrating the marketing and also advertising and marketing division's work, there may be the same first separate which could lead to the second phase of 'storming' where the groups challenge one another.

Bridges' Change Model: Based On William Bridge's concept (appendix 4), individuals are rather awkward with adjustment, which is apparent by the scenario at Smoothpay Growing A Mobile Payment User Base The situation can be viewed as a typical course of life if is examined according to Bridge's theory where he describes that individuals experience 3 phases of change when they experience adjustment. 'Closing, losing and Letting go', The Neutral Zone as well as 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they go into phase one and so there may be feelings like sadness, unpredictability, irritation, anger, anxiety, rejection and disorientation.The situation at the marketing division of Smoothpay Growing A Mobile Payment User Base is similar so Lewis can get comfy with the idea that it is not amazing behavior. In the 2nd phase, there may be a requirement to connect the space in between the brand-new and old society so Lewis may have to encounter this challenge once Krasnow leaves. There might be low spirits and also reduced performance at this stage which need to not be taken as a trouble. It is during this phase that Lewis will certainly need to provide assistance to the division to ensure that they can find a sense of direction. It can be seen just how Krasnow has actually currently made this change less complicated by making Lewis get associated with the division a year prior to his real departure. Based on Bridges' Version, stage three will bring about visibility to knowing, High energy and commitment as people will accept the change (Bridges, 2004).
Vrio Analysis
Maslow's Requirement power structure: The OB concern pertaining to instability at the office has been activated firstly by the change in management and secondly by the reality that the merger will certainly no longer be launched. Abraham Maslow in his Concept of 'Needs Pecking order' (appendix 5) has reviews the relevance of 'security requires as being a lower level demand of a human for triggering inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the need to feel safe and secure and also out of danger' goes to the 2nd degree of demands. Before a worker can be made to establish psychologically, he requires to have his 'Physiological 'as well as 'Safety' needs fulfilled. This indicates that unless the employees are made to really feel secure concerning their existing employment condition in Smoothpay Growing A Mobile Payment User Base they might not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Smoothpay Growing A Mobile Payment User Base Case Study

Ramification of Analysis.

The OB analysis has actually looked at various theories to understand exactly how to handle the existing situation handy. The following 3 alternatives have actually been proposed to assist Lewis handle the business difficulties in the marketing division. Each of these choices has actually been proposed for alleviating the transition required to bring the advertising division in line with the requirements of the market as well as for making the cultural adjustment that would follow when the existing leader leaves.

Combination of advertising and marketing functions. Dividing Adverting and also Manufacturing features. Combination of Advertising with Workflow.

Evaluation of Alternatives.

Assimilation of Advertising & Marketing Functions: The internal advertising and marketing firm of Smoothpay Growing A Mobile Payment User Base is currently strength for the organization in regards to conserving up on expenses associated with advertising as well as promo. Because no new employment has actually been done after Bridget Cole's departure with the reporting line being straight designated to Krasnow for the advertising and marketing function, this is a desirable chance for integrating the advertising and marketing functions. Judith Shapiro who has actually earlier been spoken with by Lewis during the earlier merging days has competence in business-to-business marketing in addition to company as well as retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to manage both marketing and advertising features.

The benefit of this method is that it will certainly incorporate the two features while decreasing the requirement for working with an additional source for advertising. In addition to this, Lewis would be heading the marketing department and all the same her substitute would be needed for the existing function that she is executing. The drawback of this option is that external hiring may cause bitterness from internal personnel that might be eying the placement of EVP after Lewis takes control of Krasnow's placement.

Dividing Adverting and Manufacturing: Given the affordable pressures and premium quality job called for from the advertising agency, it is suggested that Lewis should allow the production system to be a separate function from the marketing unit. Given that a lot of advertising agencies had these 2 features as separate units, it makes even more sense to comply with the standard. Both functions may be able to focus on their core activates more effectively. Nevertheless, the downside of this technique would certainly be that extra costs would have to be birthed for establishing different production functions. A production head may have to be worked with which might increase expenses for the organization.

Integration of Marketing with Workflows: Given that Lewis is already taking care of the marketing and operations departments all at once; it makes good sense to integrate the two features since she has been efficiently caring for both ends. The fact that both departments currently have major differences over allocation of resources suggests that this integration may have the ability to cause consistency specifically as Lewis would certainly be heading both ends.However there are numerous negative aspects of this action especially as it would put too much concern over Lewis's shoulders. The truth that Lewis needs to adapt her administration style for the advertising and marketing division recommends that these 2 divisions would be culturally diverse. Lewis might not be able to use one type of leadership design to both departments which could result in ineffectiveness in either one of the two functions.


An examination of the three alternatives suggests that integration of marketing and operations would certainly not be a possible move due to the substantial differences between the two divisions despite the fact that presently Lewis is taking care of both. While separation of the production feature may have been a desirable move for the marketing department, the fact that it would imply putting a third function under Lewis's wing implies this ought to be avoided too. The assimilation of the marketing division is the very best choice in terms of getting the optimal results from the department. An action plan for this option is gone over listed below.

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

Advertising and Marketing features would certainly be merged.

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

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

Lewis will certainly separate herself from operations.

An autonomous leadership style with employee empowerment will be used in advertising department.

Open up door policy and focus on cross department communication will be focused on eliminating discord.

Backup strategy.

If the assimilation does not work out as prepared, a backup plan would comply with which would divide the manufacturing feature from the advertising feature to lower the tons on the SVP of advertising and marketing. In case Judith Shapiro does not get hired, Lewis will certainly be heading the advertising and marketing division without an SVP. Because case the production function will definitely be separated by putting it under an SVP manufacturing.