Suppose you are the CEO of medium sized fast-food chain operating 100 stores across Australia. Your head office is based in Sydney and have noticed tension between marketing department and product design department. The marketing department focuses on the advertising, branding and packaging. The product design focusses on the menu and its presentation. The two branches have traditionally seen their roles differently focusing on distinct aspects. While this has been mostly true, synergies exist in the creative design of product, branding and packaging. However, they imbibe different values — the marketing department is focused on big ideas whereas the product design department is careful in making small changes to product to appeal to a big customer base and build loyalty. Both teams have had success in the past, but a disquiet has emerged in the organization that the product design and marketing departments have been sending mixed messages to the customers. The CEO has commissioned you to write a report on how best to merge the departments and address any potential areas for conflict. The marketing department is composed of six people while the product design has four members employed. In your report outline the conflict situation, potential resolution strategies, befitting the context.
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