Cultural Change in Corporation : Assignment

Added on - 14 Jan 2020

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STRATEGY INTO ACTION
TABLE OF CONTENTSPART A: CONSULTANCY REPORT...........................................................................................1INTRODUCTION...........................................................................................................................1Identifying the rationale behind the initiation of cultural change process.............................1Outlining key steps which are involved in change process....................................................4What challenges threatened to derail the change process......................................................6What was the end result? Successful change or otherwise?...................................................7CONCLUSION................................................................................................................................7PART B LITERATURE REVIEW/EVIDENCE REVIEW............................................................7Introduction............................................................................................................................7Concept of Change management............................................................................................8Factors leading to change.......................................................................................................9Change flow-chart................................................................................................................10Change management models................................................................................................11PART C REFLECTION REPORT................................................................................................14REFERENCES..............................................................................................................................17
EXECUTIVE SUMMARYEach and every firm will have to bring some sort of significant changes within theenterprise. They have to perform such activity with an aim to maintain their competitive positionin the market which is full of opportunities and threats. By complying with the given type ofactivity, firm can perform significant improvement in the sales and profits. The main aim of thisassignment is to assess the major reason which initiates cultural change within the corporation.The module prepare has the huge scope. This report can be used by different scholar andresearcher in order to pursue their study upon the change management related subject. Inaddition to this, the given report can also be used by different business personnel who areplanning some changes within corporation in an effectual way. Here, with an aim to carry out thegiven report assistance has been taken from the number of sources such as books, journals andonline articles etc. From the given report, it has been found out that in order to bring change firmshould take help from number of models. This is because, if not taken then in the given situationit will become difficult for the enterprise with regard to implement the change in an effectualway.
Illustration IndexIllustration 1: Strategy map..............................................................................................................3Illustration 2: Kotter's 8 step change management model...............................................................4Illustration 3: Flow-chart to introduce change...............................................................................10Illustration 4: Kotter's 8 Step change model..................................................................................13
PART A: CONSULTANCY REPORTINTRODUCTIONIn order to mark an effective presence in today's competitive scenario, a manager of anyfirm has to perform some kind of changes in its operation or in the working practices. This isbecause, if firm will not perform itr then, there is a highest probability that corporation can loseits brand image. For the purpose to carrying out the present report, McDonald is selected. It isone of the famous fast food chain that faced certain problems and due to which it has broughtsome significant changes in its culture. The firm is having a team of 420000 employees whoworks with full dedication (McDonald, 2016). Being their internal consultant, I will give myassistence regarding the changes which cited firm had brought in order to deal with the problems.Furthermore, the report will also state the implications of proposed change in company'soperation.Identifying the rationale behind the initiation of cultural change processMcDonald is one of the famous American fast food chain that has been giving its servicessince 1940. Here, with an aim to satisfy the needs and demand of the buyers, outlets are makingall sort of efforts. For example, firm organizes training and development programs for theiremployees which enables them to deliver high or best quality of services to the buyers in aneffective way. Thus, it is because of such type of practices only cited firm maintains thesatisfaction level of its buyers. Thereby, it gain benefits in terms of increased profits and sales.But, it has been assessed that success comes with some kind of complications andproblems. Thus, the problem which the firm has been facing is affecting the whole operation ofthe enterprise. The same type of condition was faced by the manager of McDonald in the year1996. During the given year, cited firm had faced the issue of declining sales which hadcontinued till the year 2004. In addition to this, the company was continuously losing its brandimage in market that it has been establishing through rigorous efforts (Tyler, 2005). In additionto this, during the given year, company was also losing its grip of being counted among thecategory of world's favourite fast food destination. The declining brand image of the firm wasnot the only problem which cited firm was facing. In accordance with the given context, it isassessed that many customers of firm were also complaining about the quality of food whichcorporation were offering. (Managing change at McDonald, 2016). The presence of givenproblem was affecting satisfaction level of the buyer. This is because, it has been seen that in1
return of investing money, customers expects the high quality of services from the producers orthe firm to whom which it purchases goods and services. However, if they buyers will notreceive services which they are expecting at that time they feel highly demotivated anddissatisfied. Furthermore, they will also develop a negative image of the firm in their mind.Hence, it is essential for a firm that it should make efforts in terms of maintaining thesatisfaction level of its buyers in an effectual way (Reiss, 2012).Furthermore, it has also being assessed that many buyers of McDonald are associating itsfood with the problem of obesity. Here, in the given year only one of the customers of the firmhas filed a complaint upon the company’s food such as Big Mac and Happy Meal etc. In thiscontext, customers are complaining that the above mentioned food is ruining the health ofAmerican buyers. The given thing had also impacted the brand image of enterprise in a negativeway.It is the major reason behind firm's declining market share. . In this regard, in the year2003 company had reported a loss of 343.8 million dollar. Moreover, the McDonald had alsofaced the situation in which its loyal buyers had shifted to the products as being offered by thecompetitors such as Wendy and Burger King. Overall, it can be said that the company had facednumber of problems prior to 2004. The above mentioned problems are the main rationale behindbringing cultural change within McDonald.Thus, with an aim to resolve the given problem manager of organization have takendecisions in terms of performing several changes in the culture. In accordance with the givencontext, it has been assessed that the firm has taken decision to restructure the whole process ofenterprise. This means that the enterprise will totally transform its food delivery and productionprocess (Nilakant and Ramnarayan, 2006). However, with an aim to perform the same, firm hasdirected its focus upon four different aspects such as commitment, cost leadership, value andinnovation. With the use of given building blocks firm has planned for establishing its uniqueand distinct image in market. Moreover, it is with the help of given aspects only manager of citedcorporation will be able to direct its efforts in terms of performing improvement in the affectedbrand image in an effectual way.With an aim to implement the strategy related to the restructuring, manager of McDonaldcan take help from the strategy map. The detailed explanation of the same is depicted. They are:2
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