Transactional Analysis to Communicate Change in Lakeland Wonders

Running head: MANAGEMENT OF CHANGE
Management of Change
Student’s name:
Name of the university:
Author’s note:

1MANAGEMENT OF CHANGE
To: Cheryl Hailstrom, CEO, Lakeland Wonders
From: _____, Change Consultant
Date: 2nd December, 2018
Subject: Transactional analysis to communicate change in Lakeland Wonders
Lakeland Wonders is well-known for manufacturing high-quality wooden toys. Cheryl, you have
been appointed as CEO and you want to expand and achieve new growth targets set by the
Board. Your vision is to launch a lower-priced line through outsourcing offshore manufacturing
products. Cheryl, you were the first person from outside the Swensen family to hold the top level
post and in the previous time, you were general merchandise manager and later you were the
COO of Kids&Company. The organisation with intention of market expansion is generally
observed to restructure the strategies to focus on the organisational culture and showing the
effectiveness of the employees in gaining the change. The purpose of the memo is to show the
transactional analysis to analyse the communication of change. In this memo, I am to make
recommendations to you on how you could apply the change technique to improve the way you
have communicated the change in Lakeland Wonders case.
Lakeland Wonders made their toy products traditionally in the US and the cost of manufacturing
the products in the US is higher than in the cheap countries. In order to achieve the target of
selling products, Cheryl, you want to make a contract with Bulls-eye to sell the products at lower
price. Cheryl, you are facing the issue when Mark does not support your vision and the

2MANAGEMENT OF CHANGE
organisation is going to go through major changes to advance which may not be done without
commitment and support of the team.
As stated by Berne (2016), the transactional analysis is a theory of psychoanalytic concept
where the social transactions are described and analysed to conceptualise the ego state of the
patient in order to understand the behaviour. Eric Berne mainly described how the individuals
are structured psychologically (Alvesson & Sveningsson, 2015). There are mainly four life
positions which an individual can hold. Cheryl, you need to understand among the four positions
of communication, Lakeland Wonders belongs to which position. Transactional analysis is a
theory of communication which can be extended to an understanding of systems and
organisations. Berne theory can be used in Lakeland Wonders to help you to remain in clear
communication at a perfect level in consulting with other members. I personally think that
Cheryl, you need to understand the individual psyche and you need to do the analysis of
interpersonal transactions based on structural analysis of the person in the transaction. Cheryl,
you have undergone several external events and you have also undergone through recordings of
internal events associated with the external psyche. Therefore, before making any decision, you
need to validate your ideas before stating it to others.
I personally would like to aver that failure to share the common vision with employees and
members of Lakeland Wonders and managerial lines created the change problems. It is quite
ascertained that employees would be uncomfortable with sudden alterations and disagreements
would also ensue among the employees. As explained by (Carnall, 2018), the organisations
generally do not share the options as these are not being recognised as the lack of co-operation
and communication along with trust and support play important role in the change process.
Cheryl, you have overconfidence with support and trust which she has received from her past