Having made close analyses James Brady found out that the organizational structure of Darlings had several disadvantages and he decided to reorganize it. Sales and marketing are different spheres so Sales and Marketing department was divided into 2 separate departments. After the death of David Edwards, the director of Sales and Marketing department Ann Davies joined the company as the Marketing director and Robert Lee was promoted to the board as the Sales director with overall responsibility for all sales matters. Ann Davies came from Fountain foods. where he had been working with Brady for many years. In Darlings she was responsible for all marketing and advertising and had a particular responsibility for new product development. Both Ann Davies and Bob Lee were professionals with a good experience in their spheres. There were not Marketing and Advertising divisions any more as they fulfilled partly the same responsibilities and duties. Instead Marketing department had 2 divisions organized by product. One division considered the matters concerning boxed chocolates and the second division dealt with chocolate bars. This reorganization was reasonable as these two types of goods played different roles in Darlings’ business. Boxed chocolates were exported, and Steven Crawshaw maintained its position, controlled their sales on overseas market. Chocolate bars were sold in Britain, and Loise Keane’s duties were to improve their image, promote this type of goods, probably to start working out a strategy of their exporting. And the Sales director Robert Lee was supposed to solve the problem of declining sales.
After reorganization Richard Elvin, a former administrative director, remained responsible for production, but was off from the duties concerning finance matters due to a new position of a finance director in Finance department. Finance department was was highly necessary for such a large company as it gather financial data, solves all the questions and matters concerning finance, gives an opportunity for potential and actual customers to get information about the financial situation in the company to decide whether it’s profitable to deal with or not.
Besides that changes, Cocoa&sugar buyers and Warehousing manager began to report to both Production and Finance directors, there was a matrix structure, which gave the highest level of control – they got informed what exactly and how many raw materials they had to buy or store and transport and how much money they had at their disposal.
Despite the most important problems of the previous structure had been solved reorganization generated some new difficulties, for instance managing costs got higher as the number of departments increased, making decisions demanded co-ordination of more people, the organizational system became more complicated but it was more appropriate and useful for such a large PLC as Darling’s Chocolate.
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