Understanding Change Management Strategies

This assignment provides a comprehensive overview of change management strategies, including the concept of project plan change management model, key theories, and practical applications in different industries such as engineering, business, and retail. It also discusses the importance of effective communication, resistance to change, and knowledge management in managing organizational change.

Change
Management

Executive Summary
Today to sustain business in competitive market, it becomes essential for companies to
adopt a number of change management tools. It includes Kottlers’ Theory, Lewin’s Model,
Kubler Ross grief cycle, Project Plan etc. This would help in implementing new policies and
changes at workplace more easily. Among all of these tool, project plan is considered as the best
tool that entails entire details through which changes can be implemented. In this regard, Iconic
the famous fashion retailer company of Australia, is also going to adopt Project Plan change
management tool for making alteration in business and stay in competitive marketplace at global
level.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
Change management refers to a term which include all approaches in order to prepare,
support and help an individual, team and a firm in adopting change at an organization in
effective and appropriate manner (Hayes, 2018). There are various types of change drivers such
as technology, evolution, process review, customer behaviour, mergers, restructuring and many
more. Organization taken for this assignment is The Iconic, which is a part of Global Fashion
Group and launched in year 2011. This company is dealing in fashion, clothing, shoes and e-
commerce industry and provide variety of products and services. Such as shoes, accessories and
clothes. Topics covered in this report are demonstration of ability to research current theory on
change management and compare, contrast and evaluate the suitability of different models for
various scenarios.
MAIN BODY
In a successful organization change occur on a regular basis which help them in
conducting operational functions in effective and appropriate manner. Change can be occured
due to various reasons such as update in technology, customer behaviour or need, legalisation,
process, merger and many more (Matos Marques Simoes and Esposito, 2014). To avoid effect of
change an organization has to adopt change management which help them in adopting change in
effective and efficient manner. In respect of retail industry change management helps in various
ways such as identify problems ans issues and provide high level support in order to adopt
change (How to Change Management Strategies in the Retail Industry, 2019). Along with this it
is also essential for developing new strategies as well as it help in implementing it in effective
manner at a workplace.
Literature Review:-
As per the view point of Carsten Tams 2019, every organization must adopt changes
which occur at market or environment because by it they able to gain competitive advancement
in appropriate manner (Langley and et. al., 2013). For adopting changes at workplace in effective
and efficient manner, a firm management can adopt various change management theories such as
McKinsey, Lewin's, Kottle's and many more. Theory which is selected by an organization must
be depend on their situation and operational practices (Why We Need To Rethink Organizational
Change Management, 2019). This is so because according to analysis done by McKinsey there
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are 70 percent change process get fail in order to attain goal and objective, this occur due to
employees resistance.
Current Change Management theories:-
There are various types of change management theories which help an organization in
attaining their goal in effective and appropriate manner (Von Krogh, 2012). Some major change-
management theories which can be used by The Iconic are given below-
Kotter's Theory:
This theory is developed by John Kotter and according to him within an organization
major changes occur are unfortunate and they didn't have desire outcome, whereas there is only
30 percent of succession of change within an organization. In respective theory there are major
eight steps which The Iconic has to follow in order to get success in effective manner (Kotter’s 8
Step Change Model, 2018). Those steps are developing sense of urgency for change, then
develop or create guideline in order to adopt change. After this they must create vision of
changes and then communicate it with their staffs or employees so that they plan activities in
effective manner. Then respective company manager develops strategies in order to remove
hindrances as well as they create short term objective (Cameron and Green, 2015). After
conducting above mentioned step The Iconic manager consolidate improvement and anchor
changes in effective manner. By this respective company able to adopt change and conduct
business operations in effective and appropriate manner.
Lewin's Change management model:
This model is develop by Kurt Lewin in year 1950. It is most popular and appropriate
change management theory which help an organization in understanding and adopt change in
proper manner. This model is mainly based on three steps i.e. Unfreeze, Change and Refreeze. In
first step which is unfreeze step The Iconic manager identify and prepare for the changes as well
as identify factors due to which change occur at workplace. In next step that is change manager
of respective company develop strategies and plans in order to adopt changes in effective and
appropriate manner (Stark, 2015). Along with this they also communicate this to their employees
in appropriate so that they able to perform work in effective manner. At last stage that is
refreezing manager of The Iconic accept the change and implement it at workplace. Moreover, at
this step working of respective company become normal and their staff conduct work in same
manner.
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Project Plan:
Since having a clear project plan seems to be difficult for a company to stay on track, but it
serves as a framework, under which entire changes can be implemented in business. It also helps
in understanding where flexibility is allowed as well as which boundaries need not to be crossed.
As to gain competitive advantage and meet the demand of customers, organisations used to adopt
change management initiative to implement new changes simultaneously. Therefore, in context
with Iconic the fashion retailer, it is highly very important to utilize project change management
tool to come up with a clear plan that entails in what manner proposed changes can be
implemented (Rusly, Corner and Sun, 2012). Along with this, having a project plan aid
employers of respective retailer to get clarify roles of each associated person, that helps in
meeting the deadlines. It keeps this company agile during the intense competition of marketplace
and sustain strong position as well.
Change Management tools Similarities Differences
Kotter’s theory vs Lewin’s
change management theory
First phase of Lewin’s model
i.e. unfreezing entails a firm
that there is a need of change
in business. This criteria is
matched with Kotters’ first
step which is establishment of
sense of urgency.
The main difference between
both model is that Kotters’
second phase i.e. develop a
change vision (Hamraz,
Caldwell and Clarkson, 2013).
This one doesn’t correlate
with any phase of Lewin’s
model.
Kottlers’ vs Project Plan Both model emphasis on the
way by which a company can
create changes, it begins with
identification of change then
executing the same
successfully.
Kottlers create a change vision
and give guidance in selecting
the best people who are
capable of executing the
changes successfully. While,
Project Plan provides a vision
or a framework in which
changes can be implemented
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without occurrence of barriers.
Project Plan vs Lewins Model Concept of both model is
rational, planned and goal
oriented.
Project Plan needs the
participation of entire
associated team to complete
each and every activity in
specified manner for
implementation of changes.
While in Lewins model,
success is highly depended on
main person who takes
responsibility to create
changes within business.
Situational Analysis:
Having a stylish selection of attires like clothes and shoes online in Australia, The
Iconic has become one-stop shop for its customers’ wardrobe essentials. It offers very
stylish as well as latest collection of men and women’s apparel, that are sourced mainly
from the most coveted international and Australian brands. It includes everything which
start from dress to jeans, a variety of watches, ankle boots and a range of more than 60,000
products that involves everything match with every style (Rainey and Fernandez, 2012). But
due to increase in competition and emergence of new retailers in same sector, respective
company faces a number of issues in getting sustainability at marketplace. It includes meet
with changing demand of customers, increase in bargaining power of suppliers and
consumers, technological changes and more. Therefore, to overcome from such situations, it
uses a number of change management tools like Kottler’s theory, Lewin’s model, project
plan and more.
Situation 1: Expansion of business in new marketplace.
Solution: For expanding business, managers of The Iconic adopts the concept of project plan
model. This would help in identifying preference of new customers, running trends of new
place, purchasing power of potential consumers and create plans to achieve goals.
Situation 2: Changing demand of customers.
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Solution: To cope up with changes of demand and preference of customers, The Iconic has
adopted Kottlers change management theory. It helps in creating a vision to meet with
demand of customers and retain them with business for longer period of time.
Situation 3: Economical fluctuations.
Solution: To run business effectively, respective retailer use Lewin model that creates a
positive perception related to create changes within company’s strategies (Keppel and
Wardell‐Johnson, 2012). Further, it helps business in moving towards new and desired level
of behaviour, as well as solidifying about new behaviour as the norm.
CONCLUSION
From above discussed points it can be conclude and analysis that change mange is
essential when an organization is adopting change because by it they able to conduct work in
changing situation in effective and appropriate manner. An organization have to adopt changes
due to various reasons such as change in technology, customers need or behaviour, crisis,
process, mergers and many others. For overcome this situation or adopt change in effective
manner an organization need to conduct various things such as redesigning and redefining of
resources and budget. Along with this they can also adopt various theories which help in
adopting change at workplace in effective as well as appropriate manner. Here, for implementing
the change successfully, companies are required to adopt the concept of project plan change
management model. This would provide a framework in which relevant changes can be
implemented in business, appropriately.
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REFRENCES
Books and journals
Cameron, E. and Green, M., 2015. Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
Hamraz, B., Caldwell, N. H. and Clarkson, P. J., 2013. A holistic categorization framework for
literature on engineering change management. Systems Engineering. 16(4). pp.473-505.
Hayes, J., 2018. The theory and practice of change management. Palgrave.
Keppel, G. and Wardell‐Johnson, G. W., 2012. Refugia: keys to climate change management.
Global Change Biology. 18(8). pp.2389-2391.
Langley, A. N. N. and et. al., 2013. Process studies of change in organization and management:
Unveiling temporality, activity, and flow. Academy of management journal. 56(1). pp.1-
13.
Matos Marques Simoes, P. and Esposito, M., 2014. Improving change management: How
communication nature influences resistance to change. Journal of Management
Development. 33(4). pp.324-341.
Rainey, H. G. and Fernandez, S., 2012. Managing successful organizational change in the public
sector. In Debating Public Administration (pp. 7-26). Routledge.
Rusly, F. H., Corner, J. L. and Sun, P., 2012. Positioning change readiness in knowledge
management research. Journal of Knowledge Management. 16(2). pp.329-355.
Stark, J., 2015. Product lifecycle management. In Product lifecycle management (Volume 1) (pp.
1-29). Springer, Cham.
Von Krogh, G., 2012. How does social software change knowledge management? Toward a
strategic research agenda. The Journal of Strategic Information Systems. 21(2). pp.154-
164.
Online
How to Change Management Strategies in the Retail Industry. 2019. [Online]. Available
through:<https://smallbusiness.chron.com/change-management-strategies-retail-
industry-40040.html>.
Why We Need To Rethink Organizational Change Management. 2019. [Online]. Available
through:<https://www.forbes.com/sites/anuraghunathan/2019/04/12/profits-can-wait-as-
freshworks-targets-a-cloud-market-dominated-by-sap-and-salesforce/#63a595d29017>.
Kotter’s 8 Step Change Model. 2018. [Online]. Available
through:<https://www.toolshero.com/change-management/8-step-change-model-
kotter/>.
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