Smoothpay Growing A Mobile Payment User Base Case Study Analysis


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Smoothpay Growing A Mobile Payment User Base Case Study Solution

Background and Facts

Smoothpay Growing A Mobile Payment User Base a workplace supplies seller for small and medium sized companies has lately been associated with preparing for a merger with its competitor Residence Deport, which has influenced performance levels in departmentswith the elderly manager involved in legal difficulties presented by the federal Profession Compensation. With the Advertising Head putting forward the news of his separation from the company in one year, Jeannie Lewis, the current head of operations has been asked to take the role in the future. With challenges in the form of a prospective social adjustment as well as reduced employee morale, the company is in need of a full reengineering initiative at the advertising division.

Issue Declaration
Porter's 5 Forces Analysis
The prospective cultural change at the advertising and marketing division of Smoothpay Growing A Mobile Payment User Base is enhancing unpredictability in the working environment resulting in numerous challenges for the Jeannie Lewis that would be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant duty in influencing strategic choices since Stapes Inc. had to abandon its strategies of combining with Workplace Deport after the Federal Trade Compensation's treatment while doing so. Provided the fact that the shop has a worldwide existence with branches in UK, UNITED STATES, Canada and also Germany, political factors in each of these countries may have the ability to affect efficiency or tactical goals. Federal Profession Compensation's antitrust suit against the merger occupied beneficial time of the company's elderly management recommending that 'political' factors can have major effects for a global business.

Economic Factors: Financial factors such as the emergence of small businesses in the global scenario suggest that Smoothpay Growing A Mobile Payment User Base is prospering in an environment where there is possible development of services. Reality that store clients are mainly looking for office supplies for home workplaces suggests that the market has an increasing fad of entrepreneurs and residence based organisations.

Social factors: Social patterns in the economy reveal that customers are looking for comfort along with attractive prices. Marketing research demonstrates how the client for Smoothpay Growing A Mobile Payment User Base lacks understanding regarding locating remedies which can provide a combination of ease and also low costs.

Technical factors: Innovation plays an essential role in Smoothpay Growing A Mobile Payment User Base's service method particularly as the organization is piloting Technology centers which would offer modern technology sales as well as support in the type of memory upgrades, outer installations. (Summary of PARASITE in appendix 2).

OB Issues as well as Effects.

Numerous underlying Business Habits problems can be seen in Smoothpay Growing A Mobile Payment User Base's case as highlighted in this area.

Worries about cultural modification: There is concern regarding a cultural change that would occur when Todd Krasnow leaves from his setting as the Exec Vice President of Marketing with the majority of the staff members currently showing unhappiness over this potential action. This predicted modification has developed stress and anxiety in the workplace which has actually been paired with the previous anxiety of preparing the firm for a prospective merging with House Deport.
Pest Analysis
Stressful Work Setting for Newcomers: There is scarcity of employees that can match the difficult atmosphere of a busy organization. Not only does this result in difficulty in discovering the best individuals, it places stress and anxiety on new hires as can not stand up to the rate as well as stress that the company expects them to birth.

Dual Reporting Lines: Newcomers discover this organizational society difficult and also hard to handle particularly as dotted line relationships are indicated to be weaker in general as well as objective setting as well as efficiency analysis is still done by the strong line manager. This indicates that novices could shed clarity concerning their respective functions and goals specifically as dotted line coverage does not keep them in straight communication with the strong line managers.

Bitterness 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 latter would take Krasnow's placement came as a blow to her morale. Lewis might have been capable as well as ideal for the work but the truth that Kransnow's departure would make Coles a direct report to Lewis might have been the reason for Coles' resignation from solutions.

Fear & Job Instability: Fear and insecurity can be recognized as two major issues that Lewis would be taking care of especially as the merging has actually now be terminated and also 2 senior executives of the advertising department would be leaving. The whole responsibility of the division would certainly be dropping on Lewis's shoulders that would certainly not just supervise of brining about a social modification however would certainly also need to confirm herself in her new function.

Incompatible Administration Style of Leader: Lewis's administration style and also its conflict with the advertising division's role can likewise be seen as an OB challenge especially as she has actually been made use of to handling issues in the procedures department where employees are educated to focus on procedures and also obtain them. The advertising and marketing division on the other hand can be viewed as a team of people who are used to being supported by Krasnow that concentrated much more on result than processes.

Interdepartmental Disagreements: Interdepartmental disputes between 3 divisions, advertising and marketing, merchandizing as well as procedures specifically over the allotment of the advertising mix can be recognized as one more OB concern. The advertising department does not share the very same vision as the various other two divisions regarding the aloocation of the advertising and marketing mix twoards promos and also advertsing, the merchandizing as well as procedures departments do not concur over the advertising and marketing mix allocation among one another either.

Fragmentation in Marketing Division: Fragmentation between the marketing and advertising departments can be identified as another OB concern which can require additional attention. The reality that the marketing and advertising areas in the advertising department are separated is preventing both divisions from obtaining from each other's experience and also experience. Assimilation of advertising and marketing with retailing and also operations would come to be harder if the advertising and marketing department itself is disintegrated which can be another prospective OB concern.

Smoothpay Growing A Mobile Payment User Base Analysis

Various theories have been used to describe the scenarios to obtain further quality about the circumstance at hand.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, the majority of managers believe that juniors are passive and also careless, have little passion as well as withstand adjustment. The situation at Smoothpay Growing A Mobile Payment User Base is not totally complying with Theory X, it can be seen that new hires are locating this atmosphere instead stressful which might at some point lead to a better inclination of the monitoring in the direction of Theory X. Even while examining Lewis's management design, concept X might have been suitable in the operations department to some degree however the Advertising and marketing department would certainly need dependence on Theory Y in order to obtain the creativity and also originality from the teams.

Tuckman's Synergy Theory: As for Lewis's problem regarding bringing consistency in between the marketing and advertising department is concerned, this would at first bring about clash as talked about by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). Based on Tuckman's concept received appendix 3, throughout the preliminary phase of group growth, individuals might not bond, as they are busy locating their place in the team. By integrating the advertising and marketing department's job, there may be the same preliminary separate which might lead to the second stage of 'storming' where the groups challenge each other. It is just throughout the 3rd phase or 'norming' when they would certainly come with each other to share ideas before the group can bring about harmony in the fourth phase 'performing'.

When people are presented with change, they enter phase one and so there might be emotions like despair, uncertainty, disappointment, rage, concern, denial as well as disorientation.The situation at the advertising and marketing department of Smoothpay Growing A Mobile Payment User Base is comparable so Lewis can get comfortable with the suggestion that it is not phenomenal behavior. It is during this phase that Lewis will certainly have to give assistance to the division so that they can discover a feeling of direction. It can be seen how Krasnow has already made this change much easier by making Lewis obtain included in the department a year before his actual departure.
Vrio Analysis
Maslow's Need power structure: The OB problem related to insecurity at the work environment has actually been activated firstly by the change in administration and secondly by the truth that the merger will certainly no longer be started. Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has reviews the value of 'protection requires as being a lower degree requirement of a human for activating motivation. As seen in the pyramid cooperated appendix 3, we can see just how 'the demand to feel secure as well as safe' is at the second degree of demands. Prior to a worker can be made to establish emotionally, he needs to have his 'Physical 'and 'Safety' requires fulfilled. This shows that unless the personnel are made to really feel protected concerning their present work standing in Smoothpay Growing A Mobile Payment User Base they may not reach 'Self-Fulfillment'. (King, 2009).

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

Implication of Analysis.

The OB analysis has actually taken a look at various theories to understand exactly how to manage the present scenario available. The adhering to three alternatives have been suggested to assist Lewis handle the organizational obstacles in the marketing department. Each of these options has actually been proposed for reducing the change needed to bring the advertising division in line with the demands of the marketplace and also for making the cultural adjustment that would certainly follow when the current leader leaves.

Integration of marketing and advertising functions. Dividing Adverting and Production functions. Combination of Advertising with Procedures.

Analysis of Alternatives.

Integration of Advertising & Advertising And Marketing Functions: The internal advertising company of Smoothpay Growing A Mobile Payment User Base is currently strength for the organization in regards to saving up on overheads connected to marketing as well as promo. Considering that no brand-new recruitment has actually been done after Bridget Cole's separation with the reporting line being directly assigned to Krasnow for the advertising and marketing feature, this is a desirable opportunity for integrating the marketing and advertising functions. Judith Shapiro who has earlier been interviewed by Lewis during the earlier merging days has knowledge in business-to-business marketing in addition to agency and also retail advertising experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising and marketing to deal with both marketing and advertising features.

The benefit of this strategy is that it will certainly incorporate both functions while minimizing the demand for hiring an additional source for advertising. In addition to this, Lewis would be heading the advertising division as well as all the same her substitute would certainly be needed for the present duty that she is executing. The negative aspect of this option is that external hiring may bring about resentment from interior workers who may be looking at the setting of EVP after Lewis takes over Krasnow's position.

Separating Adverting and Manufacturing: Offered the affordable stress as well as excellent quality job called for from the ad agency, it is recommended that Lewis ought to enable the production unit to be a different function from the marketing unit. Since a lot of advertising agencies had these two functions as different units, it makes more feeling to follow the norm. Along with this, both features may be able to concentrate on their core triggers more successfully. The negative aspect of this approach would be that extra prices would certainly have to be borne for establishing up different production functions. Along with this, a manufacturing head may need to be hired which can enhance expenses for the organization.

Combination of Marketing with Procedures: Since Lewis is currently looking after the marketing and also operations departments concurrently; it makes sense to incorporate both features because she has actually been effectively dealing with both ends. The truth that the two departments already have major differences over appropriation of sources recommends that this combination might have the ability to produce consistency particularly as Lewis would certainly be heading both ends.However there are numerous drawbacks of this relocation specifically as it would put excessive concern over Lewis's shoulders. The truth that Lewis needs to adapt her management design for the marketing department recommends that these two departments would certainly be culturally diverse. Lewis may not be able to use one kind of management style to both departments which could result in inefficiency in either one of the two features.


An evaluation of the 3 alternatives indicates that integration of advertising as well as operations would certainly not be a feasible action due to the vast differences in between the two departments regardless of the truth that presently Lewis is dealing with both. While splitting up of the production function may have been a positive move for the advertising department, the truth that it would mean positioning a 3rd function under Lewis's wing means this ought to be avoided.

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

Marketing and advertising functions would certainly be merged.

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

Manufacturing feature will continue to be component of advertising under advertising feature.

Lewis will separate herself from procedures.

A democratic management style with employee empowerment will certainly be used in marketing department.

Open door policy and emphasis on cross department interaction will certainly be focused on getting rid of disharmony.

Contingency strategy.

If the assimilation does not work out as prepared, a contingency plan would adhere to which would separate the manufacturing feature from the advertising function to lower the lots on the SVP of marketing and advertising. In case Judith Shapiro does not get employed, Lewis will certainly be heading the marketing division without an SVP. In that case the production function will most definitely be separated by placing it under an SVP manufacturing.