Kotter's Change Management Model

This essay examines the application of Kotter's change management model in the case study of Lemchester News, a daily newspaper in the UK. It analyzes how the model can be used to implement successful changes in an organization, focusing on the eight steps of the model and their relevance to the case study.

Essay

Table of Contents
INTRODUCTION...........................................................................................................................1
Q.1 Kotter's change management model to bring successful change in company.................1
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Change management is a technique in which firm creates different plans and policies so
that firm can deal with the changes (Bennett and Lemoine, 2014). Hence organization has to
create effective steps so that workers can successful change as per the requirement in the
organisation. Mainly two type of changes take place in an organisation, one is planned change
and other one is unplanned change. Planned change is known as the process of design and
implement a structural innovation, a new policy, a new strategy or change in operating
philosophy of company. Unplanned change take place because of major change to the enterprise.
This type of change requires reactive action. This assignment takes into consideration case study
on Lemchester News which is an daily newspaper operating in the UK. It is possible due to
Kotter's change management model so that company can implement the changes in an effective
and efficient manner Report explains about the use of planned changed model such as Kotter's
change management model that lead to successful change in company.
Q.1 Kotter's change management model to bring successful change in company
Kotter has created a change management model which can bring many changes in
market. Initially company has set 10:00 to 7: 00 p.m. for all staff members. But the firm is not
earning huge revenues and failing to compete effectively in the market. Thus it has decided to
change the timings of all workers and hence company can increase their sales and revenues.
Hence enterprise can easily expand the operations and can maintain positive image in minds of
all user's. There is a change management model created by Kotter through which company can
bring transformations in the firm. Thus organization can easily enhance their revenues and can
enhance the market share. Hence it can easily expand their operations in minimum time.
Kotter management model is crucial as it can convince the employees to adopt to changes
and hence staff members can easily perform better (Bradley, 2016). This results in increasing the
satisfaction level of workers and hence company can perform their activities in effective manner.
Hence the Kotter model used by Lemchester is described below (Kotter's 8-Step Change Model,
2018):
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Source: Kotter's change management model, 2018
It is interpreted from above image that eight steps in Kotter's model can bring change in
the company. The brief explanation of the steps in the undertaken change management model are
as follows:
Step 1 Create urgency: In this step Lemchester tries to create a urgency situation and
creates a atmosphere that modifications are needed on urgent basis . Hence company can use this
step to bring changes and thus workers can easily adopt transformations. As a result organization
can easily earn more revenues and they can enhance the market share. Different steps are
included which are described below:
Identification of potential threats and create scenarios for future: Company can identify
the threats in market and can create strategies for future (Dasborough, Lamb and Suseno, 2015).
For example organization can determine the threats i.e. employee resistance and can develop
scenarios what can happen in the future. Hence as a result, Lemchester can easily convince the
employees and try to explain about the benefits of adopting the changes. Hence staff members of
Lemchester slowly adopt the changes and can come in between 1:00p.m. To 10:00 p.m. to print
the newspapers.
Examining of opportunities that can be exploited: Firm can identify the different
opportunities that help the company to generate more revenues and hence organization can
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Illustration 1: Kotter's change management model

enhance the market share. For example a business can update the sports section with results so
that quality of content of newspaper could be improved. Company can use unique online tools to
promote the company. This is a motivating factor for organization so that they can capture many
users. It helps business to convince the employees and thus organization can easily earn huge
profits. This helps in increasing the satisfaction level of all staff members.
Start honest discussions: Starting of honest discussions so that company can convince the
staff members in an effective manner. Firm can motivate all employees and can explain about the
positive benefits of changed work timings and also told employees regrading increasing sales
and revenues (Doppelt, 2017). This helps in increasing the motivation level of all people and
hence organization can earn more revenues and firm can easily maintain positive image in minds
of all users.
Request support from customers, outside stakeholders and industry people: In this
company can take the support from various users, stakeholders and many industrial companies so
that organization can bring many changes in the firm.
Step 2 Form a powerful coalition: It is also an effective step in which Lemchester
creates and follows the effective strategies to convince the staff members regarding the changed
timings. Organization uses the strong leadership and thus they motivate employees regarding the
benefits of these changed timings.
Identification of true leaders: The leaders who can explain the benefits to employees
such as they can get over paid if they adopt the changed timings. Staff members can easily
recognized in meetings and seminars.
Ask for an emotional commitment: Company can ask for the emotional commitment
from staff members. Business can emotionally interact with the employees so that they
understand need for change can convince the workers in distinct manner.
Work on team building: Company tries to work upon creating an effective and efficient
team. This also helps in bringing changes in the company. Some members are convinced about
timings and other workers are not satisfied. Thus satisfied staff members can explain to
dissatisfied staff members and also told the benefits of changed working hours. Thus it is easy
and suitable for company to convince the employees (Turner, 2014).
Evaluate team in the weak areas: Lemchester can monitor the team of there are weak
areas and hence company can take different steps to remove the weak areas and can increase
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their strength (Van der Voet, Groeneveld and Kuipers, 2014). For example company can create
strategies to publish news on every topic so that it can capture many viewers. The major setback
for this business is that report section of the daily is not covered with results which can emerge
as a weakness for business.
Step 3 Create a vision for change: Company can create a effective vision so that workers
can follow it and this also results in increasing the satisfaction level of all staff members. In this
organization consider the different points which are described below:
Determining the values: Firm identifies positive value so that staff members can follow
them. This gradually convince workers to adopt to many changes.
Short summary:. It has a vision that is to convince employees regarding change of
working hours. Company can explain the benefits of changed timings to staff members.
Strategy to implement vision: Organization can create a unique strategy to accomplish the
vision. For example enterprise can easily explain to all staff members regarding benefits to
employees i.e. they can get extra salary for the initial months. Employees can get awards and
high status. This motivates employees to perform better and hence they can give good results.
Step 4: Communicate the vision: Lemchester can use effective strategies of formal and
informal communication so that they can communicate the vision and can easily increase the
satisfaction of many people. Organization clearly explain to all staff members regarding the
benefits of adopting changes and hence it can increase the satisfaction level of all staff members.
Enterprise tries to motivate staff members so that they can convince the people working with the
company
Step 5: Remove the obstacles: In this step Lemchester can easily remove the issues and
problems by motivating staff members in an effective and efficient manner. This helps the
organization in increasing the satisfaction level of all people. Organization can easily give
rewards to team members so that they can easily increase the satisfaction level of all employees
(Dasborough, Lamb and Suseno, 2015). This directly increase the zeal and enthusiasm level of
all workers and hence they can perform better and can easily adopt the changes. Company also
take different actions to remove the barriers and thus all activities run in effective manner. In this
step organization can also identify the persons who are resisting the changes and can motivate
team members so that they do not the changes (Doppelt, 2017). This helps the company to
convince the workers and can earn huge revenues. Various barriers of change which hampers
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performance of company includes employee resistance and less resources. Firm has to explain
about benefits of adopting the changes and to that workers are promoted and recognized in
seminars.
Step 6: Create short term wins: In this step, business creates different steps through
which it can easily increase the motivation level of all people. Hence it can set short term goals
which is followed by workers. This helps in increasing the motivation level of all people and
thus it can increase the satisfaction level of all workers. Hence workers can adopt the new
timings and can work with the full dedication and zeal. Firm can provide extra incentives to
workers and can organize seminars in which rewards are given. This helps in increasing the zeal
and enthusiasm of workers to perform better.
Step 7: Build on the change: In this step business can evaluate the weak points after each
objectives had achieved. Thus firm can improve the weak points and can convince the employees
in an effective manner. Organization can create short term goals and thus convince employees to
achieve it. This motivates them in adopting other changes such as change of working hours.
Sometimes company cannot create effective plans and hence cannot accomplish objectives. Thus
firm has to create proper plans and policies related to printing of newspapers so that more papers
can be printed. This help in capturing of more viewers.
Step8: Anchor changes in corporate culture: In this Lemchester can told the success
story of the company to staff members. This directly motivates them to perform better. Hence
workers can easily adopt the changes and can give superior results. Thus workers adopt the
changed timings through company's efforts and Kotter's change management model (Samuel,
Found and Williams, 2015). For example Lemchester can told the staff members regarding
methods through which they had achieved their objectives. This directly increases the motivation
level of workers and employees give best results. This results in improving the performance of
staff members and organization.
Another model of change that can be utilised by the Lemchester News is Lewin’s model of
change which contain three steps as given in the following points:
Stage 1: Unfreezing: This is the first and one of the most important stage that require to be
understand by the employees working in organisation. Mainly this stage cover all about being
ready to change. It include, get a point of understanding that change is essential by communicate
the same with employees, Lemchester News can encourage its workers to be cooperative. By
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make them ready to move away from their current comfort zone, change can be implemented at
workplace smoothly. In this phase, company can utilise force field analysis as this help in
determine whether change is important for company to implement change or not.
Stage 2: Moving to the new level (Change): Kurt Lewin concluded that change is not an event
but it’s a process. This is the phase when people are unfrozen and move towards to make
changes. This is known as one of the most complex situation for employees of enterprise as they
all remain unaware about final outcome. It is very essential for manager to provide continuous
training, coaching and keep motivate workers. In this, Lemchester News can make its workers
about the benefit of proposed change. Change in working time of employees will lead to increase
sale of company’s newspaper which will offer indirect benefit to the employees.
Stage 3: Refreezing: This is the last stage which is related with establish stability after the
changes have been made in the working style of employees. In this phase, the changes are
accepted and become the rules. Workers form new relationship with and being comfortable with
the changes implemented.
CONCLUSION
It is concluded from above report that change management is crucial for every firm.
Kotter's change management model is applied by firm so that it can bring changes in company.
This helps in bringing transformation in firm and workers adopt the changed timings. In addition
to this, there is a model known as Lewin’s model of change that can be utilise by Lemchester
News in order to introduce changes at workplace. Different elements are there which serve as a
barrier while introduce change at workplace and in that situation, it is very essential for manager
to identify and utilise effective tools with those issues. In this way, company can introduce
change and can attain set goals and objectives.
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REFERENCES
Books and Journals
Bennett, N. and Lemoine, J., 2014. What VUCA really means for you.
Bradley, G., 2016.Benefit Realisation Management: A practical guide to achieving benefits
through change. Routledge.
Dasborough, M., Lamb, P. and Suseno, Y., 2015. Understanding emotions in higher education
change management.Journal of Organizational Change Management.28(4). pp.579-
590.
Doppelt, B., 2017.Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Samuel, D., Found, P. and Williams, S. J., 2015. How did the publication of the book The
Machine That Changed The World change management thinking? Exploring 25 years
of lean literature.International Journal of Operations & Production
Management.35(10). pp.1386-1407.
Turner, J. R., 2014.Handbook of project-based management(Vol. 92). New York, NY: McGraw-
hill.
Van der Voet, J., Groeneveld, S. and Kuipers, B. S., 2014. Talking the talk or walking the walk?
The leadership of planned and emergent change in a public organization.Journal of
Change Management.14(2). pp.171-191.
Online
Kotter's 8-Step Change Model. 2018. [Online]. Available
<https://www.mindtools.com/pages/article/newPPM_82.htm>
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