Analysis of Operations Management and Change Models

The provided document is a collection of references to various research papers and articles on operations management and change models. It includes studies on project-based operations, life-cycle performance measurement systems, and strategic market portfolio matrix tools. The references also cover topics such as social media in marketing, greener manufacturing, and leadership change management. The document aims to provide comprehensive insights into the field of operations management and change models.

INDIVIDUAL REPORT
ASSESSMENT-2

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
SUMMARY OF ORGANISATION'S STRATEGY.......................................................................4
RECOMMENDATIONS...............................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

EXECUTIVE SUMMARY
This present report was based on the organisational strategies and planning required for
achieving longer term goals of the company. The chosen organisation is International Business
Machines Corporation (IBM) in this report. It is an American multinational information
technology company. Further, report has also include the BCG matrix which aids in raising the
market share of the company as well as it is one of the best growth strategy. Company apply Six
sigma, lean manufacturing, Total Quality Management (TQM) to maintain the product flow and
quality of operation's. Social media and Disruptive marketing strategies has stated the best
strategies to win the market and truest of customers. Product life cycle is one of the best tool to
manage the product strategy. Further, differentiation strategy for innovation was also discussed
that allows to maintain the uniqueness for longer period. Change management strategy included
Kotter's eight step model that makes the change successfully implemented. Lastly, for
recommendations, performance management cycle was undertaken for enhancing the future
performance of the company

INTRODUCTION
The main purpose of the report is understand and gain knowledge about the
organisational strategy and how organisation undertakes its operations, marketing activities,
product development, innovation, growth, change management, strategic and implementation.
The chosen organisation is International Business Machines Corporation (IBM) in this report. It
is an American multinational information technology company.
SUMMARY OF ORGANISATION'S STRATEGY
Organisational strategy is the sum of the actions a company intends to take in order to
achieve long term goals. It is dynamic long term plan that maps the route towards the realization
of the goals and vision of IBM company. IBM company have three types of organisational
strategies that enables a company to achieve long term objectives.
Corporate Strategy: It is the strategy of IBM company where they strives to create
value, develop a unique selling advantage as well as captures maximum share in the market. It is
created by top level of management of IBM and it is legislative and decisive in nature. The
corporate strategy of IBM addresses issues and compilations related to area where business will
compete. Further, it also address how company as a corporate parent add value to several lines of
businesses (Rugman and Verbeke, 2017). It is long term strategy of IBM that aids to maximise
the profitability as well as business growth. In corporate strategies, IBM include expansion,
retrenchment and stability as the major organisational strategies.

IBM has used and applied Expansion strategy in the business to grow and increase the
sales, profit, revenue, employee and market share of the company. For increasing market share,
IBM apply BCG matrix which aids in raising the market share of the company as well as it is
one of the best growth strategy. This is the matrix which is the combination of market share and
market growth (Aithal, 2016). The assumption of this model is that an increase in market share
of the company will raise the generation of cash. There are four categorises in this model which
are as follows-
Dogs: This quadrant indicates that the product of company have low market share with
low growth. When the product of IMB company faces this issues in the products, they use to
remove these types of products which are draining the resources of the company (BCG Matrix,
2019). However, IBM make all possible efforts to generate ongoing revenue with little cost by
selling the spare part of printer, computer etc.
Illustration 1: BCG Matrix
(Source: BCG Matrix, 2019 )

Question Mark: This quadrant indicates that the product of the company is having high
market growth with low market share. This is the stage where product can either move in the star
quadrant or move in dog quadrant. In this stage, IBM company put more efforts to capture
highest market share and generate revenue as they invest more fund in the product marketing
(Fairbanks and Buchko, 2018).
Star: In this quadrant, products is having high growth rate with high market share. In this
stage the products of IBM tends to generate huge amount of profit for company. IBM continues
to make investment on the those products which are gaining high profit for the company. For
example, attractive advertisement, adding features etc.
Cash Cow: In this quadrant, the products is having very low market growth with high
share in market. This is one of the complex quadrant that exhibit a return on asserts which is
greater than growth rate of market and therefore generate more cash than they consume. In this
stage, IBM use to put more efforts on the products without killing and can becomes the market
leader (Pham, Ma and Yeo, 2016).
Thus, this is the main organisational strategy of IBM company that enables them to
achieve long term growth in the market.
OPERATIONS OF ORGANISATION

Operations is the way to carry or conduct business activities. IBM company is a
manufacturing company, manages its operations to create highest possible efficiency within
organisation (Manufacturing Operations of IBM, 2019). IBM company used to perform activities
and functions in order to convert resources into finished goods. Here is the operations of IBM
company describe below-
1. Competitive Strategy and Management Systems:
This is the first function which is carried out by senior management of IBM to build
competitive strategies and management system. Strategies are build by looking the demand of
customers and vision and mission of the company (Ball and Lunt, 2018). Further, the
management system in the company is constituted that look for all the resources and plans for
achieving the desire goals and objectives.
2. Introduction of New Products and Life-cycle Management:
Illustration 2: Manufacturing Operations of IBM.
(Source: Manufacturing Operations of IBM, 2019)

Once the competitive strategies are developed, the operations management of IBM use to
work on how to introduce the products in the market. In this, they apply various promotional
techniques for product introduction.
3. Manufacturing Operations
Manufacturing process includes molding and casting, machining, joining and shearing
and forming. It is very important that company should have right process at right as well as
should have right flow of the process (Maylor, Turner and Murray-Webster, 2015). The
operations management of IBM always make sure right manufacturing process at right time so
that they can acquire advantages to satisfy the needs of customers. IBM apply Total Productive
Management (TPM) to maintain the efficiency of productions.
4. Supply Chain Management:
The most important part of manufacturing process that ensures that product is delivered
to products to end users. IBM used to apply various techniques to streamline the flow of product
and maintain the efficiency. IBM apply Six sigma, lean manufacturing, Total Quality
Management (TQM) to maintain the product flow and quality of operation's (Sarkis, 2017).
MARKETING OF ORGANISATION
Marketing is very important for organisation as it is the action of selling and promoting
the goods and services to the customers which involves advertisement and market research. IBM
company follows types of marketing strategies which are as follows-
Social Media Marketing: This is a type of internet marketing where organisation used to
promote and sell the products and services via social media websites and pages. The main
purpose of IBM to adopt social media marketing is to accomplish marketing communication as
well as branding goals. IBP used to interact with the customers through social media pages such
as Facebook, Instagram, etc. Here are various advantages of social media marketing are as
follows-
 It enhance the awareness of brand.
 It improves the Search Engine Optimization.
 It is cost effective way of marketing (Sajid, 2016).
 It enhance the traffic to website of company.

Disruptive Marketing: It is the type of marketing there two aspects where the company
design their products and services as per the needs of emerging market and another is when
company re-design there products to fulfil the demands of unsatisfied customers.
PRODUCT DEVELOPMENT
The road map of the product is called as product strategy. The product portfolio of IBM
is very large that enables too gain higher profit margin. When IBM company bring new product
in the market, they used to apply and implement new product development strategy so that they
can meet the expectation of customers. Further, to manage the product strategy, IBM company
use product life cycle as an instrument (Mitrano and et.al., 2015).
Product Life-cycle: This is a necessary concept of marketing that depicts all the stages of the
products through which a product passes through. When IBM launch there new products or
improve the existing products, these are following steps that it passes with-
Introductory Stage: This is the first stage which is said to be very expensive for the
company as it includes the cost of advertising, launching, R&D, consumer testing etc. At this
stage, the sales of the company is very low.
Growth Stage: This is the stage where product have strong sales and profit as products
starts generating revenue for the company. In order to maintain the sales of products, IBM makes
it all possible investment in the promotional activities (Acimovic and et.al., 2018).
Maturity Stage: In this stage, product is established and the aim for the manufacturer is
now to maintain the market share they have built up. This stage is highly competitive phase
where IBM look for some modifications and improvement to maintain the competitive position
in the market.
Decline Stage: this is the stage where the market share of the product starts shrinking due
to saturation of the market or switching of customers to other product.
INNOVATION
In information technology company, innovation is very important as it gives an
opportunity to the company to explore in market. IBM is highly innovative company as they
used to focus on Differentiation strategy in Porter's Generic force. In this strategy, IBM seeks
have unique reputation and image in the market. This strategy includes strong brand loyalty in
the market among the customers. This strategy bring innovation in products, services, process or
methods used by company as well as it also allows to maintain the uniqueness for longer period

(Sitinjak, Pramawijaya and Gunawan, 2018). For implementing this differentiation strategies
there are some following points that need to be consider are as follows-
 Could access to leading scientific research.
 Company should have highly competitive and skilled team for product development.
 Company must have powerful team of sales so that they can communicate the products to
customers.
 Company should have corporate image for innovation and quality.
STRATEGIC IMPLEMENTATION OF CHANGE
Changes are vital in the business environment to remain competitive. It is important to
manage the change in a desired way. IBM go through various types of changes in the products,
processes, methods and various others, so in order to manage the change, they use Kotter's 8 step
model. This is one of the most powerful model that aids in managing change successfully-
Creating an Urgency: This is the first step where company tends to create urgency or
making employees aware of change (Tang, 2019). Senior Managers of IBM openly communicate
with employees and let them know the reason for bringing change that result in getting support
from employees.
Develop a Guiding Coalition: In this stage, company used to build a team that manage the
change within organisation. Once team is formulated than they will encourage and motivate
employees to support change.
Develop change vision: By developing vision clearly and communicate helps in getting
more support from employees. By this employees understand what company want to achieve.
Communicate vision: This stage is said to be very important as company or change
management team used to connect the vision the performance of employees. Company also
address all the issues of employees honestly (Burden, 2016).
Removing Obstacles: Obstacles may be resistance of employees which is very important
to eliminate for successful change. The change management team of IBM organise rewards,
incentives, gift for employees to remove the obstacles.
Create Short term wins: Motivation is very important at workplace and it is very essential
to create short term wins in implementing changes successfully. IBM organise parties and
recognise the names of supporters.

Consolidate Improvements: Improvements is very important to obtain the advantages of
cages for longer period, so it is necessary to have culture of change within organisation.
Anchor Changes: This is last phase of this model where change management team
discuss the stories for successful change. Management of IBM make sure that changes becomes
the part of corporate culture (Kuo and Chen, 2019).
RECOMMENDATIONS
There are some areas where IBM have great opportunities to raise the performance of
company and for that IBM should focus on following recommendations-
Performance Management Cycle could be implemented to have better performance of employees
and organisation in the market (Love and et.al., 2015). There are four phases which are as
follows-
Planning: This is the first stage where organisation plan standard goals and objectives
that company wants to attain. So, IBM should plan the mission and vision at management level
before discussing with employees. Planning must includes the entire business strategies
including development goals, specific tasks, action, behaviours and targets. Planning should met
SMART criteria.
Monitoring: Once planning is completed, it is very important that management of IBM
should carry out complete monitoring activities. It should be ongoing process where manager
give feedbacks to employees on there performance (Liu and et.al., 2018).
Reviewing: This is the third stage of this cycle where managers and employees of IBM
should analysed and evaluated standard and achievements planned at first stage. Managers
should make sure that employees should have realistic original goals and it should be aligned
with the objectives. Managers of IBM should also reviews that employees gain useful experience
or not.
Rewarding: This is the final stage of performance management cycle where recognition
and rewarding is focused. So, to get better performance in the future (Rao, Wang and Huang,
2016). IBM manager should motivate employees by organising rewarding and recognition
programmes within organisation. It can be monetary and non-monetary rewards.
CONCLUSION
From the above report, it can be concluded that to achieve long term goals it is important
to have effective strategies within organisation. Corporate strategy is one of the best capture

maximum share in the market as well as it also aids to maximise the profitability along with
business growth. BCG metric is one of the best growth strategy that organisation used for
enhancing the market share. Further, report has also summarised that to satisfy the needs of
customers it is important that the operations of the company should be chosen right time.
Moreover, social media marketing tends to be best for achieving the desire mission and vision of
the company.

REFERENCES
Books and Journals:
Acimovic, J and et.al., 2018. Product life cycle data set: Raw and cleaned data of weekly orders
for personal computers. Manufacturing & Service Operations Management. 21(1). pp.171-
176.
Aithal, P.S., 2016. Study on ABCD analysis technique for business models, business strategies,
operating concepts & business systems. International Journal in Management and Social
Science. 4(1).'
Ball, P. and Lunt, P., 2018. Lean eco-efficient innovation in operations through the maintenance
organisation. International Journal of Production Economics.
Burden, M., 2016. Using a change model to reduce the risk of surgical site infection. British
Journal of Nursing. 25(17). pp.949-955.
Fairbanks, S. and Buchko, A., 2018. The Strategic Market Portfolio Matrix Tool', Performance-
Based Strategy.
Kuo, Y.L. and Chen, I.J., 2019. Facilitating a change model in age-friendly hospital certification:
Strategies and effects. PloS one. 14(4). p.e0213496.
Liu, H.J and et.al., 2018. From design to operations: a process management life-cycle
performance measurement system for Public-Private Partnerships. Production Planning &
Control. 29(1). pp.68-83.
Love, P.E and et.al., 2015. Future proofing PPPs: Life-cycle performance measurement and
building information modelling. Automation in Construction. 56. pp.26-35.
Maylor, H., Turner, N. and Murray-Webster, R., 2015. “It worked for manufacturing…!”:
Operations strategy in project-based operations. International Journal of Project
Management. 33(1). pp.103-115.
Mitrano, D.M and et.al., 2015. Review of nanomaterial aging and transformations through the
life cycle of nano-enhanced products. Environment international. 77. pp.132-147.
Pham, T.Y., Ma, H.M. and Yeo, G.T., 2016. A Strategic Positioning Analysis for Container
Terminals in Northern Vietnam. Journal of Korean Navigation and Port Reserch. 40(5).
pp.311-316.

Rao, Z., Wang, Q. and Huang, C., 2016. Investigation of the thermal performance of phase
change material/mini-channel coupled battery thermal management system. Applied
energy. 164. pp.659-669.
Rugman, A.M. and Verbeke, A., 2017. Global corporate strategy and trade policy. Routledge.
Sajid, S.I., 2016. Social media and its role in marketing.
Sarkis, J., 2017. Greener manufacturing and operations: From design to delivery and back.
Routledge.
Sitinjak, M.F., Pramawijaya, K. and Gunawan, A., 2018. ICanStudioLive use of Blue Ocean
Marketing Strategy for Value Differentiation. Pertanika Journal of Social Sciences &
Humanities.
Tang, K.N., 2019. Change management. In Leadership and Change Management (pp. 47-55).
Springer, Singapore.
Online:
BCG Matrix. 2019. [ONLINE]. Available through:
<https://www.marketingstudyguide.com/bcg-matrix-and-its-four-quadrants/>.
Manufacturing Operations of IBM. 2019. [ONLINE]. Available through:
<http://panmore.com/ibm-operations-management-areas-10-decisions-productivity>.