Change Management in Myer Holding Ltd.

Change Management in Myer Holding Ltd.
Report
System04104
5/7/2019

Executive Summary
Change in organisation determines the success or failure in the future. Due to technological
and external environmental changes, every organisation need change management. This
report analyses the change management process of Myer Holding Ltd. in Australia. This
report shows how company faced the problems of share price decline that arise because of
sales decline in the Myer stores and poor management decisions. This report shows how
company can enhance the share value in the market by maximising the sales of the company.
The new CEO of Myer, John King takes various decisions that help the company to easily
reduce the problem from the organisation and increase the sales. To increase the sales and
enhance the share price of the company, John focused on the technological aspects and
increased the sales of product through online channels. Company is still focusing on
enhancing the sale through Omni-channels. The online shopping on Myer mobile app and
website increase the sales and profit both of the organisations that further leaded to increase
in its sale price. However, the type of intervention technique used in this report is mainly
technological intervention topology. This strategy of the company provides a wide range of
choices to the customers and decreases the footprints in the stores. This intervention strategy
of Myer also helps the Myer to decline the footprint of customers in stores, while the sale of
product was continuously increasing.

Background
Myer Holding Ltd. Is the leading fashion and style departmental store group in Australia and
it is operating its business from last 100 years. Myer is known for its branded fashionable
clothes and its product quality. Myra is known for its decision that always favours the
customers. Mayra gives priority to its customer in every decision the company make or in
every action, the company take. Myer operates its business more than 70 retail stores in
Australia and having more than 11,500 members working in the team. Myer is dealing in
various product categories such as Womenswear, Menswear, kids and children wear, beauty
products, electronic goods, toys, and general merchandise etc. The specialities of Myra
Holding are best quality, exclusive brands, and offering best value in returns to its customers.
Introduction
The present report is based on the problem of Myer Holding Ltd. that is related to share price
decline of the company due to decrease in sales of the company. Myer Holding was facing
problem when it shares were decline continuously in 2018 and it was a great worry for the
company. This report shows how Myer holding recover its share price and adopt a change
strategy that improved the share price decline of the country. This report shows the power of
change. It explains how well the CEO and managing director of Myer Holding, John King,
solve this problem with his decision-making power and change management strategy in the
organisation (Myer Holding Ltd., 2018).
Main Body
Intervention
Myer Holding was facing strong decline in its share prices and due to the decline in its share
prices, company is struggling and experiencing lots of losses. To improve the price of shares
and overcome the problem, the CEO and Managing Director of Myer Holding had taken
many decisions and used it in the organisation. Some of the interventions including:
1. New Customer experiences: The Myer Holding Ltd. focuses in customer
experiential retailing and it cares about what customers want and how they will attract
to the stores. To increase the traffic in the Myer Holding stores, Company innovate

some new ideas such as opening of Ice Skating rink on the top floor of its Sydney
CBD store, and opening New Cafes, and Pop-up stores in some Myer stores (Michie,
et. al., 2008). The company is also introduced some dedicated clearance floors which
are now on eight stores. The customers are also rewarded points and bonus on their
regular shopping from Myer holding. This type of intervention can be considered
under the specifically rewards and customer experiential intervention (Balzer, 2018).
2. Adopting customer’s habit and preferences: Myer is known for its customer
priority services. When Myer holding was facing problems related to decline its sales,
the CEO of company himself interacting with customers in the stores and talking with
them about the problems. Company was continuously adopting and evolving the
customers’ preference and their habits. This will increase the company’s sales and it
will automatically help to increase the share price of the company. The interaction of
CEO with customers helped him to develop a clearer focus on what needs to be
focused to improve the customer service aspects.
3. Prioritising Omni-channel Business: The Omni channel business of the company
was one of the profitable segments of Myer holding retail stores. The CEO of the
company decided to increase the investment fund in Omni-channel business. The
Omni-channel business of the company was continuously giving strong growth and
sales that enhance the profit of the organisation. This is the strong reason why
company decided to invest in its Omni-channel business (Frankland, et. al., 2013).
4. Increase the business operation on digital platform: The Company focuses on
digital media for its product sale such as mobile app and through internet on its
websites. The company decided to increase its productivity and efficiency; it should
use digital platforms and promote their brands on social media channels. This strategy
of the company provides a wide range of choices to the customers and decreases the
footprints in the stores. This strategy of the company also helps to decline the
footprint of customers in stores, while the sale of product was continuously
increasing. The customer can now order the products online and get their delivery at
their home. This type of intervention can be considered as technological intervention
topology (Hatzakis, Lycett, Macredie and Martin, 2018).
Need/opportunity
Change management plays a key role in the success of any organisation where technology
and external environmental factors also plays a crucial part in it, because these factors are