Strategy and Change Management

This report discusses the strategy and change management of Macmillan Cancer Support, exploring how external factors impact the company. It identifies strengths, weaknesses, and key drivers of change. The report also provides a change management model for Macmillan Cancer Support to address issues.

Strategy and Change Management

Table of Contents
EXECUTIVE SUMMERY ............................................................................................................3
COMPANY OVERVIEW .............................................................................................................4
INTRODUCTION..........................................................................................................................5
SECTION 1....................................................................................................................................5
1.1 The current situation.............................................................................................................5
SECTON 2......................................................................................................................................6
1.2 External environmental Analysis..........................................................................................6
Evaluation of findings...............................................................................................................10
SECTION 3..................................................................................................................................11
Ansoff Matrix...........................................................................................................................11
SECTION 4..................................................................................................................................13
McKinney 7s change management ..........................................................................................13
CONCUSION ..............................................................................................................................14
REFERENCES.............................................................................................................................15

EXECUTIVE SUMMERY
As per the report has been covered Study of Macmillan Cancer Support which is the
largest British charity organizations that provide healthcare services to the needy people. It has
discussed the strategy and the change management of the Macmillan Cancer Support and
explain how the external and experiment factors affect the companies thorough the Pestle and
Porter's 5 model. This report has also identified the strength and weakness of the Macmillan
Cancer Support and also discussed the key drivers of the changes. In the end report has been
evolutes the changes' management del that can be used by the Macmillan Cancer Support to
remove the change management issues thorough the Kotter's and Kober model.

COMPANY OVERVIEW
Macmillan Cancer Support is the largest British charity firm who provide special charity
healthcare services, financial support to the needy people and the information to the people
effected with the cancer. They also look for the emotional, social and the practical impact of the
chancer that can have to the people and run champaign so people can take the disease seriously
and can provide the better cancer support and care to the people. Macmillan Cancer Support has
the goals that is to improve and reach the lives of the people who are suffering from the cancer
in the United kingdom. This Firm was founded by the Castle Cary, Somerset from the united
kingdom.

INTRODUCTION
` The change management is the strategy that plans how to make something diffident and
it is necessary for the organizations to bring the change in their strategies and plan, so they can
grow their business s and take competitive advantages within the market where they are
operating their business.
This report will discuss the strategy and the change management of the Macmillan
Cancer Support and explain how the external and experiment factors affect the companies
thorough the Pestle and Porter's 5 model. This report will also identified the strength and
weakness of the Macmillan Cancer Support and also discussed the key drivers of the changes.
In the end report will evolution the changes' management model that can be used by the
Macmillan Cancer Support to remove the change management issues thorough the McKinney 7s
change management model .
SECTION 1
1.1 The current situation
The impact of the COVID- pandemic in the Uk people and the people who are living
with the cancer has been significant. The people living with the cancer spend spent months
shielding because of concerns that their diagnosis put them at more risk of becoming acutely
unwell if they contracted with COVID-19 (Park., 2018). Many others experienced disruption to
their cancer care and treatment. Though the Current COVID pandemic the Macmillan Cancer
Support organization has been campaigning to make sure the voices often people who are
suffering from the cancers and their motive is to ensure that experiences influences the decision
made by the NHS and the Uk government. This shows that Macmillan Cancer Support is still
working with their motivates. Macmillan estimates that across the UK there are currently around
50,000 ‘missing diagnoses’ – meaning that compared to a similar time-frame last year, 50,000
fewer people have been diagnosed with cancer. In the year 2020 fewer than the 1000 people
have started the treatment after the a cancer diagnosis than the 2019. When it come to the
market share of the Macmillan Cancer Support.
The Macmillan Cancer Support annual income drooped by the £17m to £235.7m in
2018, according to recently filed documents.. the charity that gets around all the unconfirmed
from the funding, said the drop was due to the GDRP restrictions and the general trends of some
of the people, making the donation. This is also seen in the 2020 pandemic whee the fail has

been seen in the funding during the pandemic. People are saving more as come to donating for
the cancer facing people. Macmillan Cancer Support unable to create the enough donations that
can helps them to helps the people, but they are also working for helping the people in the
Pandemic by sending them food because many people do to have anything to eat so Macmillan
Cancer Support is supporting thorough charity.
SECTON 2
1.2 External environmental Analysis
Porter's five forces
Porter's five forces is the frame work that can helps to analyse the competitive
environment of the industry where Macmillan Cancer Support is operating their business. It will
cover the threat of the new entrant's, suppliers bargaining , competitive in industry, threat of
substitution and the customers power (Janićijević., 2017).
Threat of new entrants
The threat of new entrant in the charity industry where Macmillan Cancer Support is
operating their business is higher. Because it is easy for the organizations to take entry within
the industry, and they an state their charity business. Charity organizations get the funds from
the general public and the other funding organizations so it is easy for them to operate their
business. On the other side this threat get low as well because companies in this industry work
for to helping and there is no competitive in this industry even organizations like Macmillan
Cancer Support of partnership with the other companies to promote them and they also run
champaign to motivate other for the charity work and helps to rise small charity companies.

Suppliers power
Basically, Macmillan Cancer Support is the charity firm and whole industry work to
helps people in the society so their suppliers are the charity donors and threat of suppliers is law
because they get the donation from the people that is used by the charity firms like Macmillan
Cancer Support to helps the necessaries and other kind of charity work. Macmillan Cancer
Support use the charity funds t helps the cancers suffering people, support the people financially
and provide the health care services to the people (MACLOUGHLIN and HAYES., 2019). This
is how this threat get law, they just have to help the people to decrease the threat of the suppliers
from them and helps society as whole.
Internal competition
Competition in the industry where Macmillan Cancer Support is law because their main
motivate is to helps people thorough the social activities and aware people about the cancer
issues. All the organization in this industry helps each other thorough collaboration. They
always together try to help each other but nowadays the competition among the clarities for the
donor income has increased and dramatically in past years. However, the charities organizations
have to compete against each other fr the cause related to making the contracts with the
commercial enterprises and getting the deals with the sponsors and must bid competitively for
the government grants.
Threat of Substitution
Within the Charity sector of the UK the threat of the substitute products can be seen as
the from of competing the funding requirements between the different development focusses
that can incudes the ECD programs, Cancer programs by the Macmillan Cancer Support,
Psychosocial programs. They creative differences thorough the type of charity they bare doing
for the people in the Uk and services they provide the helps people (Vannucci, Pagano and
Romagnoli., 2021). Macmillan Cancer Support also create differences thorough the running
various program and addition of the new charities, so they can get the more funds, and they can
expand their reach to the more people and helps people who are suffering from the Cancer,
financial support and healthcare services.
Bargaining power of the customers
The bargaining power of the customers is moderate and the customers of the charity
firms are the clients who serves and the donors who support the charity firms like Macmillan

Cancer Support. It also covers the Volunteers or the staff members who help to get the work
one. The employees and the donors who are working for the Macmillan Cancer Support has
different work like donors give the donation in terms of money, priority and many other forms
and this is how they help the Macmillan Cancer Support and this firm can also help the society
by using the the funds. Some of the parts from the Funding goes for the salary of the staff who
are working for the Macmillan Cancer Support, they also get support from the government for
their work, and they get enough salary and sometimes they can bargain and sometimes not
because they are working for the charity and its depend on them if they want to work for the
Macmillan Cancer Support as volunteers and in these organizations also they get the position so
its depends.
PEST analysis
PEST analysis is the model that covers the factors that include on the operations and the
strategies of the organizations and it covers the 4 important external factors like Political, social,
economical and technological factors.

Political factor
Political factor has huge influence on the Macmillan Cancer Support both positively and
negativity. All the organisation in the UK including the charity organizations like Macmillan
Cancer Support have to pay the taxes on the charity funds they are getting and avoiding the
taxes or the changes in the tax structure can affect the Macmillan Cancer Support (Hussain.,
and et.al., 2018). On the other side Macmillan Cancer Support also get the support from the
government bodies in the funding and political parties from the Uk also support this NGO in
their work through the donations and helps to spread the good message in the societies thorough
the political parties. It is not only motivating the Macmillan Cancer Support to increase their
research to the more people and helps them thorough the social care and financial and helps, but
they are also able to increase their research to the more people in the United Kingdom.
Economical Factor
Economical factors like recent economical crises like COVID- 19 pandemic impact the
organization include the Non profits making organizations. Charity organizations like
Macmillan Cancer Support get issues relate to the funding and the amount of the funding from
the people get less and other organization ad supporters who used to donate for the Macmillan
Cancer Support get affected from the pandemic and they also stop funding to the charity
organization. It affect the Macmillan Cancer Support financially. On the other side Macmillan
Cancer Support organization has been campaigning to make sure the voices often people who
are suffering from the cancers and their motive is to ensure that experiences influences the
decision made by the NHS and the Uk government. They helps the people and thorough their
campaign that provide the support to the many people and aware government about the cancers
patent's who were suffering from the issues. This helps them to get the support from the
government and other organization like NHS to helps cancers suffering parent's.
Social factors
Macmillan Cancer Support has provided the helps of the many people who were
suffering from the financial problems, cancers and the other disease. Macmillan Cancer Support
helps the people and spreading the positive message in the society. The main aim of the

Macmillan Cancer Support to helps the people and make them live the happy life. They are
adding the social values in the people life who are suffering from the cancers and making them
live the happy life thorough the treatment and emotional support and the financial support as
well. Many people in the Uk are getting the Jobs from the charity sector and millions of the
people in the UK are the party of the charity organizations and getting employed. Macmillan
Cancer Support also creating the jobs for the people. Macmillan Cancer Support is having
around 1474 staff members, and they al recruit more people who can help them to increase their
innovates.
However, Macmillan Cancer Support can also have the social issues and affect their
image in the market if they commit any fraud. It takes many years to create the image among the
people for the Macmillan Cancer Support and single mistake can affect the goodwill of the
Macmillan Cancer Support organization (Tong, Z., and et.al., 2017).
Technology
Technology has positive impact on the Macmillan Cancer Support because Macmillan
Cancer Support is using the social media and other technology to speared awareness among the
people thorough the champaign. Recently in the pandemic times. they have been campaigning
to make sure the voices often people who are suffering from the cancers and their motive is to
ensure that experiences influences the decision made by the NHS and the Uk government
Technology can also have the negative impact on the Macmillan Cancer Support
because fake news in the creative issues for the companies and it can also affect the image of the
Macmillan Cancer Support if anyone spread the fake news for the Macmillan Cancer Support.
Evaluation of findings
As per the above researcher it has bee identifies that Macmillan Cancer Support have
some threats and opportunities that can be the key drivers of the change and strategies can be
formulated to take competitive advantages (Cameron and Green., 2019).
Opportunities Threats
 Use of the new technology for the
Macmillan Cancer Support can be
good opportunity for their charity
business.
 Political support can be used by the
 Threat of new entrants I higher and it
can affect the funding of Macmillan
Cancer Support.
 Competition

Macmillan Cancer Support for
spreading the awareness related to the
cancer among the people.
 Macmillan Cancer Support can expand
their business if they bring more
differences in their services.
 COVID crises affecting their charity
work.
` The implementation and use of the new technology within the Macmillan Cancer
Support can helps them to bring change in their business, and they will able to aware people
about the cancers more effectively. Using the political support for the good work can helps the
Macmillan Cancer Support to remove the threat of new entrant. Creating the differences in the
services will also decrease the threat of the competition from the Macmillan Cancer Support ad
they will able to expand their business more.
SECTION 3
Ansoff Matrix
Ansoff Matrix is used to analyse and plan the strategies for the growth, it covers the for
strategies that can be used by the Macmillan Cancer Support to take competitive advantages
and increase their market shares-

Market Penetration
Market Penetration is the strategy in which company look for the development of their
exacting market and increase the sale of the product that are already popular among the people.
It can be good for the company in increasing their shares for the single product but their other
product categories will not able to grow (Lips., and et.al., 2019). Otherwise, it not less risky and
affective strategy for the Macmillan Cancer Support and if they use this strategy then they will
focus on the UK market and same services that provided by the Macmillan Cancer Support.
Product development
' In this strategy Macmillan Cancer Support will include the new product in the
expanding market. It is affective strategy because it will be easily accept by the customers if
company will offer the new product to the customers who are aware of the brand. It is less risky
strategy but acceptance of the product still depend on the customers of the company. It will be
necessary for the company to create differences to through product researchers and launch their
new product within the existing market.
Market development
market development is the strategy in which company enter the new market with the
existing products and services. It one the least risky strategy that can be used by the Macmillan
Cancer Support and most of the organizations use this strategy. It will be necessary for the
company to create some differences in their existing product because every country have their
different taste, value and demand.
Diversification
The Diversification is the strategy that ficus to enter the new market with the new
product and its is risky strategy and company can completely fail in the business thorough the
strategy but if they will able to take entry and people will accept the product then they can
achieve the higher success in the businesses and company can take the competitive advantages
within the new market with the new product and services.
Evaluation
Macmillan Cancer Support is the charity firm and it will be better for them to use the
Market Penetration strategy because it can be more effective as compare to the others' strategy.
They are already a top charity firm but skill thy ca focus in their objectives their purpose and
expand their charity work more and help people who are suffering from the cancers and aware

the awareness thorough the marketing campaign (Hickman, and Silva., 2018). Helping people
the uk will increase the better health in the people. Macmillan Cancer Support can use the
balance scorecard strategy that will helps them to control the strategy, and they w ill able to
measure and monitor their day to day activities toward the new strategy. There are four
prospectives that will be covered by the BSC that will be Finance, customers, internal process
and the growth.
Recommendations
Macmillan Cancer Support is the charity firm and it will be better for them to use the
Market Penetration strategy because it can be more effective as compare to the others' strategy.
They are already a top charity firm but skill thy ca focus in their objectives their purpose and
expand their charity work more and help people who are suffering from the cancers and aware
the awareness thorough the marketing campaign. Helping people the uk will increase the better
health in the people.
SECTION 4
McKinney 7s change management
McKinney 7s change management was introduced by the Robert and Tom to analyse the
change and situation within the business. This model can be used by the Macmillan Cancer
Support for the improvement in their performance and implementing the change.
Strategy
The strategy that company is using the product development stretchy that product
development strategy by the Macmillan Cancer Support for the better performance.
Structure
Macmillan Cancer Support are using the Matrix structure to improve their flow of
communication (Daito, Riyanto and Nusraningrum., 2020).
System
Macmillan Cancer Support are using the various fund management system to they can
control the funding activities within the workplace.
Shared value
Shared value by the Macmillan Cancer Support is helps people and provide them a
healthy life to live through the charity work and helping people financially.
Style

leaders of the Macmillan Cancer Support use the democratic leadership to motive their
employees and staff take the participation in the companies decision making as well
Staff
Staff of the Macmillan Cancer Support are valuable for the company, and they help
company in their charity work thorough their support.
Skills
Every staff members are decided within the workplace of the Macmillan Cancer
Support according to their skills and their w their working excrescences.
CONCUSION
As per the report has been discussed the strategy and the change management of the
Macmillan Cancer Support and explain how the external and experiment factors affect the
companies thorough the Pestle and Porter's 5 model. This report also has been identified the
strength and weakness of the Macmillan Cancer Support and also discussed the key drivers of
the changes. In the end report has been evolutes the changes' management model that can be
used by the Macmillan Cancer Support to remove the change management issues thorough the
McKinney 7s change management model.

REFERENCES
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Lips, S., and et.al., 2019, August. Designing an effective long-term identity management
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