Assessment Task 1
What were the driving forces behind Kodak’s decision to transition to digital photography?
Answer:
Kodak was in a difficult economic situation in the beginning of the 21st century. From the late 90ties the sales for traditional photography equipment’s were declined continuously. The reason was a rapid development of new digital technologies and a fast switching of customers to digital photography. Kodak stood before a big challenge and decided to enter the new digital photography market. This market is very competitive and requires Kodak concentrating all its forces to gain market shares and profits. The company must be able to develop new products and business models in an extremely short time, differentiate itself from competitors, build a strong brand in the new market, save cost through restructuring and optimizing, ensure profits by thin profit margin and please the shareholders
What were the major issues faced by Kodak in the transition process?
Answer:
Now that you know what happened to the company, what went wrong at Kodak from the Change Management perspective?
Answer:
Kodak started facing difficulties in 1984, when the Japanese firm Fuji Photo Film Co. invaded on Kodak’s market share as customers switched to their products after launching a 400-speed colour film that was 20% cheaper than Kodak’s. Secondly, during 1980s the company failed to recognize the change in the environment and instead followed and sticked to a business model that was no longer valid for the post-digital age. After the management realized the change and react accordingly but it was too late
What would have been potential barrier to change at Kodak?
Answer:
What would you do if you were managing a change project at Kodak in a management role?
Answer:
I must build my capability (as manager) to manage change and adapt my organisation. Motivating people, working with them to help them understand the need for change, and supporting them through personal and sometimes difficult change is a crucial component of making change a success. This has to fight for management attention alongside other, important tangibles such as new processes, structures or facilities. Change involves moving an organisation from its current state, through a transition phase, to a desired future state
Assessment Task 2
Develop a Change of Management Plan
Identify and explain the need for change
Franchise Entertainment Group, the operator of the Blockbuster and Video Ezy chains in Australia and Asia, has swooped on the assets of collapsed DVD retailer Blockbuster. Therefore, FEG has been deciding to revamp the company and introduce two new services in a forward-looking strategy to tackle a growing threat of domestic competition. The two services are introducing to community the shopping centre kiosks for DVD rentals and downloadable movies through its website that expire after 48 hours
Explain the likely impact of proposed changes on the company and its operations
The changes will impact on several thing for the company, such as the need for kiosk expansion three times bigger than the previous kiosk, reduction in service call and reduction in inventory fraud by 15% and 30% respectively. The change will also impact on cost saving either on labour by 20% and IT infrastructure for software and hardware
Identify change requirements and develop specific and measurable objectives for the project
An analysis of trends in the external environment using an appropriate tool/technique (e.g. Consumer preferences, technology etc.)
PEST Analysis
Political |
Political stability Government policy Labour laws Proper security |
Economics |
Taxes Financial crisis Unemployment |
Social |
Internet change Did not implement new titles Technology change the world Problem with digital distribution |
Technology |
Blockbuster did not invest in developing new technologies, nor to investigate what would happen to them, their failure resulted in the entry of Netflix, a service of rent movies online, it's the worst that could them spend, and what blockbuster, could not be adjusted |
Competitor analysis (at least two comparable competitors)
Netflix
Netflix motion pictures, including movies and television programs are distributed broadly through a variety of channels, including movie theatres, airlines, hotels and in-home. It is streaming subscribers has been constantly increasing over the years, surpassing the 100 million mark in the second quarter of 2017. Moreover, members get the benefit where they can watch original series, documentaries, feature films, as well as television shows and movies directly on their Internet-connected screen, televisions, computers and mobile devices. It offers its streaming services both domestically and internationally
Redbox
Redbox is an exclusive renter of $1 per day new and old DVD movies. Redbox’s operating profits allowed for the low costs of the $1 per day rental fee per DVD. Redbox offers simply touch screens to select and rent movies within convenience locations in high traffic areas such as McDonald, 7-11, Walgreen’s and various “brick and mortar” kiosk locations. By 2010, there were Redbox vending kiosks in all states in the continental US, Puerto Rico and the U
Specify major change requirements in company’s operations due to planned changes
Blockbuster’s current strategies to reach their target market are focused on commercials, their website, social networking websites such as Facebook and Twitter, telephone, mail, in-store promotions, and also through applications for smart phones and tablets
Cost benefit analysis
Blockbuster has taken advantage of this change in the industry by providing Blockbuster Total Access Premium and Blockbuster Total Access Mail; these plans are available to all current and new subscribers to Blockbuster online. Finally, the elimination of late-fees, they have successfully warded off competition from significant competitors, excluding Netflix. The company operates in the US. The company is headquartered in Los Gatos, California and employs about 2,670 people. The company recorded revenues of $1,205.3 million in the financial year (FY) ended December 2007, an increase of 20.9% over 2006. The increase was primarily due to a substantial growth in the average number of paying subscribers for online DVD rentals. The operating profit of Netflix was $91.2 million in the FY2007, an increase of 41.5% over 2006. The net profit was $67 million in FY2007, an increase of 36. 4% over 2006.
Risk analysis and risk mitigation strategies
Risk analysis |
Risk mitigation |
Availability of old movies |
Inventory decision |
Software failure |
Software distribution |
Customer unwillingly to rent within the 48-hour cancellation |
Marketing and promotions |
A communication or an education plan to promote the benefits of the change to the organisation
Communication through the meeting will include presentation of project plan to the management of Board of Directors of FEG business presentation and receiving their suggestions and recommendations for the project plan in order to obtain approval from them
The meeting with the employees including the trainers and other staff will be done in order to define the roles and responsibilities of each of them for implementing the changes. The Activities to be performed by them will be defined along with determination of expectations for achieving the organizational objectives
Perceived barriers to change and strategies to overcome the barriers
Barriers |
Strategy |
Lack of training |
Provide training for staff |
Less customer |
Multi-tenant web based portal |
Trouble shooting |
Rich device instrument and monitoring |
Need for staff training and learning to implement the new initiative
Need for staff training |
The employees are involved in determining the knowledge, skills and abilities to be learned The employees are participating in activities during the learning process New material is connected to the employee's past learning and work experience The employees are given an opportunity to reinforce what they learn by practicing |
Strategies for implementing or actioning the change at the company and its stores
Resources required for implementation of the project (project resources)
Type of resources needed |
Customer management Secure data storage Transaction management Analytic tools Incident management Inventory management |
Roles and responsibilities of team members
Members |
Roles and responsibilities |
Project manager |
Develop a project plan, manage deliverables according to the plan, recruit project staff, lead and manage the project team |
Team members |
Contributing to overall project objectives, providing expertise, documenting the process |
Project sponsor |
Approve the project budget, ensure availability of resources, and communicate the projects goals throughout the organisation |
Team protocols and rules
Notification of absence
An employee who is too ill to attend work is required to notify his/her immediate supervisor as soon as practicable of the inability to attend work and the likely duration of the absence. This notification is required to allow for work to be re‐ scheduled and for alternative staff arrangements where appropriate
Non-Attendance
Non‐attendance refers to staff taking unscheduled periods off work for a variety of reasons which may include minor ailments, caring for dependants or attending appointments, bereavement leave or other unanticipated periods of leave. Absence for significant periods due to illness or injury or other reasons are also included
Manager responsibilities
Managers are responsible for approving sick leave in relation to notification of absence and evidence of incapacity as per the applicable award/agreement/procedure.
Employee responsibility
Ensure that he/she is aware of and adheres to the FEG procedure with respect to the taking, notification, certification and documentation of personal sick leave
Managing unplanned absences or non-attendance
Upon receiving notice of non‐attendance
Team dynamic and delegation tasks
Assessment Task 3
1. Describe Prosci’s change management methodology, including the ADKAR model, in your own words
Answer:
Prosci's model of individual change is called the Prosci ADKAR Model, an acronym for awareness, desire, knowledge, ability and reinforcement. ADKAR focuses on successful change and by implementing these steps, Prosci's methodology is expressed through change management activities, diagnosing gaps, developing corrective actions, and supporting managers and supervisors
2. Briefly describe the four stages of a Change Curve
Answer:
Denial: it is for the leader to help the people to understand what is happening and how it affects them
Resistance: during this stage of the change curve feelings like anger, self-doubt, fear and anxiety can build up, which can significantly stagger the progress of the change process, besides causing the morale and productivity to take a nosedive
Exploration: this is where people start acting and learning new ways so as to constructively contribute towards the change
Commitment: work activities return to normal as team members begin to co-operate whole heartedly
3. Briefly describe at least four external drivers of change
Answer:
4. Briefly describe at least four internal drivers of change
Answer:
5. Draw a diagram of the three stages and their components of the Change Management Process
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