Conflicting Values in the Case Study of Benjy's

CASE STUDY: 7
Can you win back online shoppers?
1) What conflicting values are evident in this case?
It is evident from the case that, there is a conflict in the way company should move
forward considering the competition it is facing from online electronic apps. It is
seen that people come to Benjy’s to see the product but prefer to buy online due to
less pricing. The management is well concerned about it but there is conflict seen in
the solution it is seeking. Ben wanted to meet customer’s online pricing and follow
its low cost high volume ethos. However, the CEO; Mr. Faber had a different
strategy. He wanted to focus more on product mix and services. Due to this
conflicting values, a solution couldn’t be reached. Thus, strategic changes were
majorly required for Benjy’s which resulting into conflicting values.
2) What advice would you give the Board of Benjy’s about a way
forward that resolves the values conflict?
It is important for Benjy’s to make a strategic decision immediately, or else it will
keep on losing its business. Therefore, in order to resolve value conflict, Benjy’s
should first get a detailed analysis of the internal and external environment. This
can be done through SWOT analysis and PESTEL analysis. Through SWOT Benjy’s
will know its own internal strength and weaknesses along with opportunities lying
ahead. In adding, PESTEL will help Benjy’s to understand outside environment
better and making decision in combination with internal strengths (Rothaermel,
2016).
After analysis, the company should arrange a board meeting where a corporate
level strategy should be framed. Considering that the company already has its
showrooms and good relations with its suppliers, it can tie up directly with suppliers
for low price but can promise them to pay early. This will create a win-win situation
for all. In this way, Ben’s strategy would also be implemented. On the other hand
CEO wants to focus on service side; this can be done by focusing and training
employees on knowledge, in store service and after sales service. This will enhance
reputation of Benjy’s as it will be able to match up price with online portals and in
addition will be able to provide service too. Slowly, once customer trust and base is
developed, Benjy’s can decide to shift to small stores thereby saving cost and focus
on online sales.
It is suggested that in today’s situation, the company should partially shift to online
business to build customer base by matching prices to its online competitors. In

addition, it can reduce its store size and enhance its customer support though
better service and knowledge.
3. What management competencies do you believe this case highlights
that are important for the 21st century leader-manager in VUCA world?
The management competencies highlighted in this case that are important for 21st
century are:
 Communication efficiency – the manager should be able to communicate
efficiently and clearly what they exactly want to do and how.
 Clarity – There should be clarity about the strategies manager wants to
implement along with background study for that strategy and clear plan for
its implementation.
 Different approach to problem solving – the manager needs to have a unique
approach in solving management problems. This is because in today’s world,
a manager cannot use tried and tested methods but should have uniqueness
in solving problems to be more efficient (Kok, Heuvel, & C, 2018).
 People first leader – The leader-manager should first consider the impact of
decisions on people in the organization.
 Fast learner – today the competition has increased and thus the leader
should be able to learn fast from the changing environment and take
decisions accordingly.
 Flexible – There is no sure strategy for success and thus, in today’s ever
changing environment; the leader needs to be flexible to change.