Analysing Change Management at Amazon - Leading Organisation Module

This report provides an in-depth analysis of Amazon's organizational structure and its internal and external strategies, focusing on the company's innovative approaches and key factors contributing to its global success. The report highlights significant changes, such as the transformation of its business processes and the introduction of innovative products like Amazon Cloud and Alexa. It discusses the drivers behind these changes, including market segmentation strategies and the implementation of AI-based customer service. The Transtheoretical model is applied to evaluate the change process, and the report also examines the challenges faced by management during this period. Furthermore, the report explores Amazon's strategic moves, such as its emphasis on small, efficient teams and its approach to understanding consumer perceptions through polls and partnerships. The document is contributed by a student and available on Desklib, which provides a range of study tools and resources for students.

Running Head: LEADING ORGANISATION
Leading organisation
Name of the Student
Name of the University
Author’s Note

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Executive Summary
The report aim to analyse the organisational structure and that of the internal as well as the
external aspects of the chosen business firm. The chosen business firm that will be considered for
undertaking this report is the Amazon business firm. This firm has been one of the pioneer
within the e-commerce platform. This specific business firm has been serving the economy with
the various range of products offerings. Within this specific report the sole objective will be to
analyse the innovational strategy that is being undertaken by the firm and the measure of its
success and the key factors for which the company is addressed as one of the globally recognized
qualitative business body. One of the author proposes that it is the innovational move of the
concerning business unit that always make it to place themselves within the top rival market
position, as such that there are a number of innovational products offering that is made proposed
by the firm on an continuous basis. Besides, the author supported its statement by stating that it
is the efforts that they make towards always making a new product available within the
consumer market. On the other hand, this specific author claims that there is the goodwill and
brand equity that stays within the hand of the concerning firm that helps the firm to gain major
proportion of the consumer market. They do not aim towards making any necessary changes it is
the time and the brand-equity that they has formulated over the period of time. This helps the
concerning business firm to sustain its position within the consumer market.

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Table of Contents
Introduction......................................................................................................................................3
A concise background of the company:.......................................................................................3
Describe a major change that had taken place:............................................................................3
Discussion........................................................................................................................................4
Critically discuss the drivers for this change that influenced the change:...................................4
Describe how the change process was implemented:..................................................................5
Apply a suitable model of change that was used:........................................................................7
Critically evaluate the change, and describe what steps were taken into to ensure a smooth
transition for the change:...........................................................................................................10
Analyse the factors that the management had to cope with during the process of change:.......12
Recommendation & Conclusion....................................................................................................14
References......................................................................................................................................16

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Introduction
A concise background of the company:
According to the official website of Amazon (Amazon.com, 2019), the company provides
a wide range of product offering this product offering ranges from that of the consumer products
to that of the electronic commodities, and that of the house appliances. Besides, they make a
number of efforts towards introducing an innovational product such that the company operates
on an e-commerce platform in order to make the desired product available within the point of the
consumer position. The concerning business firm at the first glance started with the offering of
books, music CD’s, and much more. Later, gaining pace within the consumer market the
concerning firm brought about a revolution by selling products online.
Their products offering comprises of smartphones, TV, motor parts, clothes, appeals, and
much more. Their innovational strategy was to make all the products available by means of e-
commerce platform for which the consumer has to go physically into different shops located
within the different destinations. The company has originated from its domestic country that is
the America (Bansal et al., 2014). It is located in the region of Seattle, located in Washington
that focuses primarily upon the e-commerce, cloud computing, and artificial intelligence.
Amazon is the largest e-commerce marketplace and cloud computing platform in the world as
measured by revenue and market capitalization. The CEO of the company is addressed as the
Jeff Bezos.
Describe a major change that had taken place:
One of the major change that the company has undertaken is the entire transformation of
its business process. Moreover, they have introduced some of the innovative products that are

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successful in capturing a major proportion of the consumer market. On the other hand, upon the
success of such products there are some of the rival firms that are making a number of efforts
towards the introduction of the same commodity with the intention that they will be able to
penetrate the market with a huge revenue earning. Some of the innovative products comprises of
the Amazon cloud and internet based AI bot that is addressed as the Alexa (Bogue et al., 2016).
Besides, the business firm makes another innovation within its business process by making use
of the market segmentation concept such that the market classifies the entire consumption market
into two broad categories that is prime and non-prime users. Both has its own pros and cons that
will be well elaborated within the discussion section of this very report.
Discussion
Critically discuss the drivers for this change that influenced the change:
The major drivers of change are the products that is currently being made available by the
concerning business firm. Besides, the market segmentation such as that of the prime and non-
prime members. According to the classification of prime members. This set of members has the
availability that is the advantage to get the desired product available within the single delivery
day. On the other hand, the use of the reward point that is especially introduced for the prime
member section is one of the key factor that more of the consumer are shifting towards making
use of the prime features (Confalonieri et al., 2014). On the other hand, they make available the
use of the wallet system such that the desired registered consumer can avail the desired products
without arriving within the internet banking page they can make payment by making use of their
respective wallet that I attached with that of the official Amazon account.

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On the other hand, they make use of the AI based chats to communicate with that of the
concerning clients those who might be having any issue in regard to the consumed products.
Besides, the chats bots are based upon the AI platform that enables the business to track the
concerning issue along with that of the user location. This make the concerning business firm to
gain advantage in terms of making the consumer satisfied with regard to their issues. Besides, the
firm is having competitive advantage over the other rival business firm because of the brand
goodwill that is being generated with a long term business activities and because of the
innovation that is being introduced on a constant basis.
However, it is the effort and that of the vision of the CEO of the concerning business
firm, it is the strategy of the CEO to make the development team and the marketing team, and the
working team short in numbers. The CEO of the company that is the Jeff Bezos make use of the
marketing theory which is based upon the two pieces of the pizza slice. It is the belief of the
CEO that the individual working peer groups should be such that the two slices of the pizza can
be consumed by each of the team. This is an innovation strategic move towards the thinking
process. It is their belief that the conflict among the peer group is one of the primary reason for
the failure of the business undertakings. Sometimes, the peer groups are not comfortable to share
their issues that are being face at the current position for which they make a number of efforts for
hiding the issues that is being faced by the firm (Stone et al., 2018).
Another key factor for the formulation of the innovational strategy is the introduction of
the cloud computing system that is provided by amazon. Besides, the business firm has been an
innovational body for the innovation introduction within the computing industry. All this has
been possible because of the vision that stays in the favour of the concerning business firm.

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Describe how the change process was implemented:
Amazon understood the dynamic changes that exists within the consumer market. They
undertook poll and voting session by means of internet. On the other hand, they setup booth
station at various locations in order to understand the different consumer perceptions and that of
their expectation from the concerning business firm. They give primary focus on their back team.
Their back is further divided into sub-team that is entirely indulged into development of the new
commodities. On the other hand, they make use of the professional IT experts that are very
qualitative in regard to the knowledge. This qualitative IT team is very professional (Brienen et
al., 2015).
Besides, one of their strategic move is to launch a prototype of the product in order to
check the consumer feedback in regard to the commodities. The new prototype formulated is
being checked within the consumer market by means of free trails and events. Amazon
participates into the big events and promotional events with the objective to understand the
strategic move as of their rival firms and to understand their position in comparison to that of
their rival firm’s position.
On the other hand, Amazon forms partnership in short projects with that of the rival
business firm to gain more skills and expertise in regard to the visionary objective as of which
commodity to be launched within the consumer market. This short projects helps the firm to
understand the area of sill gaps that exists within the concerning firm. Thus, the firm makes a
number of efforts towards eliminating this skill gaps and making it more efficient in regard to the
business operations. Besides, the communication that is being formed among the peer groups
helps in the development process of the individual groups.

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Besides Amazon in terms of its internal environment makes use of strict set of standard
rules and policies that is to be strictly followed by each of the individual working employees.
Besides, there is a separate focus group that on a constant basis monitors and tracks the
movement of the individual bodies. This focus groups reports to the top authorities in case any
kind of breach rules. This body on the other hand, identifies the requirement of the individual
employee in regard to the work place. There is strict set of HR policies that is being maintained
by the concerning business firm (Addepalli et al., 2014).
Apply a suitable model of change that was used:
The Transtheoretical model was undertaken for the further improvement of the
concerning business firm. This specific model comprises of the six steps they are as follows:
Pre-contemplation
Contemplation
Preparation (Determination)
Action
Maintenance
Termination
Each of the different elements of the model is oriented with the achievement of the different
objectives they are as follows, Pre-contemplation is concerned with that of the individual peoples
do not make a number of efforts towards the betterment of the future workplace. This stage is

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more of composed with the fact that the individual concerning person is not aware of the fact that
to what extent their deeds and efforts are creating harm within the organisation.
The next stage of change is composed of the Contemplation, within this specific stage the
individual understand that there is a need to make efforts for the betterment of the organisation
and for the betterment of the individual person. For which they notice their efforts and try to
make a number of efforts for overcoming such area of issues. On the other hand, they recognize
their activities that results in conflicts for which they try to overcome such issue in the nearby
future (Prochaska et al., 2015).
The third stage of change us composed with that of the Preparation (Determination),
within this specific stage, the individual persons begin to take initiative they begin to take actions
within the next 30 days. Slowly gaining the pace they undertake steps to make a small change.
Gaining a small amount of change they shift towards the attainment of another set of changes.
This process continues to go on until the desired improvement is further achieved.
The fourth stage, is concerned with of the Action, within this specific stage the required
change is observed (defined as within the last 6 months), and that there is furthermore efforts that
is been given by the individual person with the sole objective of the attainment of the required
changes. On the other hand, they intend to keep moving forward with a positive change.
However, people may exhibit this by modifying their problem behaviour or acquiring new
healthy behaviours.
The next stage is addressed as the maintenance stage, within this specific stage people
have sustained their behaviour change for a while (defined as more than 6 months) and intend to

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maintain the behaviour change going forward (de Menezes et al., 2015). People in this stage
work to prevent relapse to earlier stages.
Lastly, there comes the final stage that is addressed as the Termination, within this
specific stage individual concerning people have no desire and interest as of to return to their
unhealthy behaviours and are sure they will not relapse. Since this is rarely reached, and people
tend to stay in the maintenance stage, this stage is often not considered in health promotion
programs.
The stages of
change model
Preparation
(Determina
Contemplation
Pre-contemplation
Termination
Maintenance
Action
Enter
Exit & Re-entry at any point of the stage
Figure: The change model
Source: Created by the researcher

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For the sole purpose of progressing through the different individual stages of change, people
applies cognitive, affective, and evaluative processes. Besides, the ten processes of change have
been addressed with that of the processes being more relevant to a specific stage of change than
other processes. These processes result in strategies that help people make and maintain change.
 Consciousness Raising
 Dramatic Relief
 Self-Reevaluation
 Environmental Reevaluation
 Social Liberation
 Self-Liberation
 Helping Relationships
 Counter-Conditioning
 Reinforcement Management
 Stimulus Control
Critically evaluate the change, and describe what steps were taken into to ensure a smooth
transition for the change:
A professional expert was set up to understand the movement of the individual working
peer groups. This experts were psychological experts and that of the organisational HR experts.
Besides the concerning business firm made use of their individual consumer feedback to groom
the internal employees and that of the business undertakings. On the other hand, the use of the IT
applications were undertaken to measure the metrics with that of the other metrics. Besides, the

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use of the statistical graph was under taken to measure the effectiveness of the changes and the
level to which the changes were observed.
The use of the organisational theory such as that of the Maslow’s theory was undertaken in order
to study the different individual employees of the organisation. On the other hand, speaking in
terms of the internal structure each individual week a joint session is being conducted with the
presence of the top authorities and that of the professional in order to understand the changes and
to bring out any challenges or difficulties that is being faced by the concerning business firm
(Enzmann et al., 2014).
The use of the different feedback were undertaken that were available from within their
official website, they were given primary focus. Each of the statement of the consumer s were
brought into focus and was studied with the presence of the experts in regard to the fact that what
is the reason for the dissatisfaction of the consumers along with that of the reasons for the
satisfaction of the consumers. This feedback were later, arranges in a specific segment and
compared with that of the different segment in order to measure the extent of responses. Besides,
the use of the tele-calling was being undertaken with that of the potential consumers who are
addressed as the loyal consumers of the company. They were given utter importance as their
value matter. Their difficulties or issues that they have faced with the concerning firm was
studied thoroughly. Each of the responses helped in gaining a positive feedback for the
improvement in performance of the concerning individuals among the organisation.
On the other contrary, speaking about the external factors of the concerning business firm
much of the promotional activity was conducted in order to raise brand awareness. The use of the
digital marketing platform is being undertaken to reach the bulk of the consumers at a glimpse of