Change Management for Amazon: A Conversion to Brick and Mortar Model

Running head: CHANGE MANAGEMENT
CHANGE MANAGEMENT
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1CHANGE MANAGEMENT
Executive Summary
The main aim of the particular report is to throw light on the subject of Change management.
The change management is considered to be a crucial part of the organization and it is for this
purpose that it becomes crucial for the firm to engage it through a model. The report is based on
the analysis of the Amazon. The company is a successful e-commerce business but the change
recommended in the report is a conversion to the brick and mortar model. The explicit details
like change agents, impact of the change, procedure and other details have also been provided. A
conclusion wraps the solution.

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Table of Contents
Introduction......................................................................................................................................3
About the company..........................................................................................................................3
Internal and external diagnosis (Current reality).............................................................................4
PEST............................................................................................................................................4
Internal analysis...........................................................................................................................5
Gap analysis.....................................................................................................................................6
Outcomes of change procedure.......................................................................................................7
Overview of change models............................................................................................................8
Description and details of the change..............................................................................................8
Resistance to change........................................................................................................................9
Change agents..................................................................................................................................9
Feasibility of the change and Assessment.....................................................................................10
Implications of the change.............................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

3CHANGE MANAGEMENT
Introduction
Change is considered to be an essential part of the organization and with respect to the
dynamic business environment it is important that all the organizations undertake changes at
regular intervals so as to ensure that it is successfully able to engage in a continuous procedure
which involves various innovations as well as creativity in order to bring about better results for
the firm at large (Ginter, Duncan & Swayne, 2018). Hence, the primary aim of the given report is
to ensure that the concept of change management is well understood with the help of theoretical
concepts and practical references from the case of the company. The report will follow a
structured format whereby a brief background of the company will be followed by the internal
and external diagnosis of the firm which will assist in the representation of the current reality.
The gap which is existent in the organization will be analyzed along with the outcomes of the
change procedure. This will then be followed by the overview of the change and other
information like the change intervention and the change agent.
About the company
The Amazon.com. Inc. does its business as the Amazon and can be stated to an electronic
commerce business which engages in cloud computing with its operations based in Seattle,
Washington. The company was found by Jeff Bezos in 1994 and can be stated to be the largest
Internet retailer if measured as per the revenue and market capitalization. The business begun
with a model which was simply based on selling books as well as DVDs but then converted it to
various consumer electronics, clothing and all other products (Amazon.com, 2018). The
company has different websites for the different counties and thereby has brought in investments
in different dynamics like the Food market as well. Jeff Bezos has also engaged in Amazon
Prime which has got 100 million subscribers online. The aim of the report is to throw light on