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Case study: Lots of Fun
Taira Brandt is the 35 year old daughter of Justin Brandt the owner of a medium sized
party invitation company “Lots of Fun” Taira has recently received a degree from UMUC
in Business Management and is anxious to take over her father’s company. She is a
single mother, very attractive but a little retiring in her manner. She and her father have
been planning her take over for several years, ever since her ex-husband left the business
after their divorce, an event that did not go unnoticed within the company. Taira has
always worked in some capacity within the company but never in a serious leadership
role. She is simply known as the “boss’ daughter”. Taira and her father have agreed that
she will take over as CEO in the next two months. No one knows of this decision.
Having taken BMGT 365 Taira realizes that she has her work cut out for her if she is to
be a good company leader. The first thing she has to do is take stock of the company.
This is what she sees. The company has netted 1.5 million in sales for the last two years
with no growth rate. Costs have, however, increased by 3 percent. The company
produces and sells a variety of invitation styles at different price points but her most
popular items seem to be either the “budget” invitations or the “high end” expensive
paper products. Her sales people have traditionally only sold to card stores or stationers.
The company has never sought to sell directly to the customer. Taira would like to
explore the online market for future growth potential. In addition to the new markets,
Taira would like to revamp the company image and marketing plans. Taira’s father, the
current CEO, was approached by a Kuala Lampur firm who would like ‘Just For Fun” to
go into a joint venture with them to set up a separate web store that will sell invitations to
Asia with local stores in Kuala Lampur. Taira and her father are uncomfortable with the
approach because they lack understanding of the Asian culture but do see a great business
opportunity.
There is another issue that is on Taira’s business agenda. The company is located in
Kent, Washington one of the largest lumber towns in the country. Being close to the
paper source has saved money in the past for the company but now pressure is on to seek
“green” methods of production. A recent article in the Kent County Gazette challenged
“Lots of Fun” to get in touch with their “green side.”
The business side seems solid right now but her father has never really changed things
since he started the business forty years ago. He has managed his way to success. Her
father… Taira thought is another matter. What is his role going to be? He jokingly says
that he wants to go into “semi-retirement” but never really says what that means. In fact
Taira’s not really sure that he wants to retire. When she asks him what role he wants his
reply is “I have just one request – don’t make me a figurehead. I would rather retire
completely. You choose the job or have me retire, either way I will do what you want. It
is your show now sweetheart.” Justin Brandt is an extrovert through and through. He
always wants to be near the action and thrives on running the company. His open
personality and hands-on style has made the business what it is now. Taira knows this
but her role growing up as the “I’ll do any job girl” has made her privy to lots of
company gossip. She heard the new middle management staff of which there are three,
two men and one woman, say he is nice but too controlling while others like the Vice
President and CFO, men who have been with him for the last 25 years, have given up
trying to think for themselves and just go with his flow. Where do I put my father? I need
to establish myself and my style with these people. I want to make big changes and I have
to get them on board. Yet, I don’t want to lose my father’s knowledge and enthusiasm. I
don’t want to lose him altogether.
Instructions:
In this assessment, students will read the case study provided. Students will then write a
paper analyzing the situation with the daughter and father in terms of the following
required elements: The expectation is that the analysis is thorough and detailed yet
concise. Be sure to make connections between the facts presented in the case study and
the information on leadership in the course readings. Students are expected to
effectively use a wide range of the course readings in completing the paper, which means
the course readings are used to support ideas and reasoning rather than stand-alone
statements. In writing this paper, it is necessary to perform an analysis in terms of how
and why the daughter or father takes a certain course of action. Students are not covering
the topics superficially but are required to use the course readings to explain the detail:
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Leadership role
Leader as individual
Social architect
Change agent
Include father as a manager with short-term goal orientation
Include daughter as a leader with long-term goal orientation
Relationship builder
How can the daughter and father use the concept of moral compass to give
direction to the implementation of a vision and contribute to the success and
sustainability of the company?
Required Formatting:
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This report should be double spaced, 12-point font, and five to seven pages in
length excluding the title page and reference page;
Include an introduction and a summary paragraph;
Title page with your name, the course name, the date, and instructor’s name;
Use headings;
Writing should be clear and concise;
Write in the third person;
Use APA formatting for in-text citations and reference page. You are expected to
paraphrase and not use direct quotes. Deductions will be taken when direct quotes
are used and found to be unnecessary;
Outside resources may be used but the majority of the support will come from the
course readings with a wide array of readings used;
Submit the paper in the Assignment Folder.
Class reading materials
Leadership role:
• http://iveybusinessjournal.com/publication/the-leadership-role/
• https://www.mindtools.com/pages/article/newLDR_49.htm
Leader as individual:
• http://www.cio.com/article/2440255/careers-staffing/how-personality-plays-intoleadership.html
• http://www.mbda.gov/print/blogger/starting-business/8-traits-successfulentrepreneurs-do-you-have-what-it-takes
• https://www.youtube.com/watch?v=69JN5RrI_Og
Social architect Change agent:
• http://www.xonitek.com/press-room/industry-news/21st-century-change-agentthe-ceo-as-a-social-architect/
• https://tlisystems.wordpress.com/2011/11/01/the-leader-as-social-architect/
Change Agent:
• http://www.universitybusiness.com/article/leader-change-agent
• http://www.forbes.com/fdc/welcome_mjx.shtml
• http://www.csc.mnscu.edu/docs/LeadingChange.pdf
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