BSBINN601: Change Management & Communication Plan for Bounce Fitness

This report outlines a change management strategy for Bounce Fitness, addressing the need for strategic changes, external environmental factors, and operational changes required for improvement. It includes a cost-benefit analysis, risk assessment, and mitigation strategies for high-priority changes. The report also develops a change management project plan, identifies key stakeholders for approval, and proposes a detailed communication plan to promote the benefits of the change, minimize resistance, and ensure effective implementation. The analysis covers internal factors like organizational culture and external factors like technological advancements and legal requirements, all aimed at enhancing customer satisfaction and operational efficiency within Bounce Fitness.

Manage Knowledge and Information
1

Contents
Introduction................................................................................................................................3
Assessment Task 1.....................................................................................................................4
Change management process and strategies for combination................................................4
Impact of organizational behavior and external environment on change strategies..............5
Components of change management project plan.....................................................................5
Potential barriers and possible strategies for addressing........................................................6
Task 2- Identifying change requirement....................................................................................7
Need for strategic changes......................................................................................................7
Pattern or trend in the external environment that can affect change management objectives7
Major operational changes required in accordance with the change management initiation.8
Review and prioritization of changes.....................................................................................8
Task 3- Develop Change Management Strategy......................................................................10
Cost-benefit analysis for high priority changes....................................................................10
Risk analysis and mitigating strategies.................................................................................10
Change management project plan........................................................................................12
Approval for change management........................................................................................13
Communication with the manager........................................................................................13
Task 4- Communication plan...................................................................................................14
Conclusion................................................................................................................................21
References................................................................................................................................22
2

3

Introduction
Change management can be defined as the practices used by an organization to implement
any change in a business organization that can affect the operations of the company. Change
management strategies are very important for any business organization as bringing certain
changes in business operations can affect the profitability and productivity of the company. It
is important that policies and procedures are followed by the organization to bring any
business operational changes. Following a certain set of policies and procedures were also
help in achieving the intended target of the changes (Hayes, 2018). The main focus of this
report would be on discussing various aspects of change management from the perspective of
a business organization operating in the actual business industry. First and foremost this
report will discuss the process and importance of communication in such a process. External
and internal factors that can affect to Change Management process will also be discussed.
There is a various potential barrier so that can have a negative impact on Change
management process which will be evaluated here in brief. This report will also discuss some
of the changes that are required in Bounce Fitness. Bounce Fitness is a business organization
that is operating in the fitness industry of Australia. This report will also develop Change
management and communication plan for the changes required in the business model and
operations of Bounce fitness.
4

Assessment Task 1
Change management process and strategies for combination
It is important for any business organization to follow a particular process for bringing
change in business operations. This formalization of the change management process helps in
achieving the intended targets of change. Following Change management process will be
very helpful for any business organization thinking of changing the business operations for
improving efficiency-
Step 1- Analysis of opportunity- First of all it is important for an organization to understand
the different business opportunities in the market. Profitability and productivity of a business
organization can be increased by taking advantages of business opportunities. For this
purpose, it is important that management of the company seeks for long term growth and
development and has appointed certain employees of the company for identification of
business opportunities in the market.
Step 2- Analysing the opportunities- After identifying the business opportunities it is
important to identify whether these business opportunities are financial and operationally
viable for the company. Management should conduct operational and cost-benefit analysis of
different alternative available for taking advantage of the business opportunity.
Step 3- identifying alternatives- hair management of the company will identify different
alternatives for executing the best business opportunity.
Step 4- at last management of the company will plan the course of action that will be helpful
in taking advantage of the business opportunity so that effective changes in the organization
can be executed (Cameron & Green, 2015).
Strategy for communication
Following are some of the basic factors that should be included by management in their
communication plan-
 Communication objectives
 Mode of communication
 Roles and responsibilities in the communication plan
 Methods of receiving the feedback
5

 Time scheduling
 Clarity in message
Impact of organizational behavior and external environment on change strategies
All the factors that are affecting the business organization to change strategies can be
categorized into two major categories i.e. internal factors an external factors.
Internal factors- These are the factors that are controlled by business organization and can
have a negative or positive impact on change management strategy. For example,
organizational culture will have a significant impact on change strategy. If there is a culture
of innovation in the organization and management of the company would not to resist to
bring changes in the organization otherwise there will be various human barriers in
implementing changes (Kuipers et.al, 2014).
External factors- External factors are beyond the control of Management and they can also
have a negative or positive impact on change strategy. The only option available for the
organization in this situation is to prepare strategies to mitigate negative impact to a tolerable
level.
Components of change management project plan
Change management project plan should be divided by every business organization into three
major phases i.e. preparing changes, managing changes, and re-enforcing changes.
Preparing changes- This will be considered as a planning stage and management of the
company will be focused on preparing an assessment of strategies that will be used for the
execution of effective and efficient Change management.
Managing changes- In this phase management of the company will identify the impact that
Change management strategy will have on overall business operations in the organization.
Management of the company will prepare a different kind of plans such as communication
plan, stakeholder management plan, risk assessment plan, etc. All of these plans will be
helpful in making sure that the intended target of change management strategies is achieved.
Enforcing changes- All the plans prepared by the organization will be executed in this step.
Management of the organization is required to keep continuous monitoring of change
6

activities. This monitoring will help in identifying whether all the actions are taken in
accordance with the plan or not.
Potential barriers and possible strategies for addressing
Following are the primary barriers that are generally identified during the process of Change
management-
Financial barrier- There is a possibility that the management of the company does not have
enough financial resources to finance the project under consideration. It is important that
management of the company arranges for financial support to before identifying alternatives
for dealing with market opportunity.
Resistance from employees- This is one of the most common barriers as it is very common
human nature to resist changes as it will change the daily activities of the employees. In
addition to that employees of the organization also said that they will be out of a job if they
do not have sufficient skills to deal with changes. It is important that the management of the
company should to start the training and development programmes in order to reduce the
resistance from employees (Doppelt, 2017).
Lack of communication- Inefficient communication between different stakeholders will also
impact The Change management strategy. Management of the company should prepare a
communication plan and list out all the methods of communication with important
stakeholders in the change management process.
7

Task 2- Identifying change requirement
Need for strategic changes
Information in relation to strategic management of Bounce Fitness has been provided by
CEO, Margaret House, of the company. It is important for any business manager to
understand the strategic and operational aspect of a business in order to identify problem
areas. In the given case study the company has identified that there is a lack of
standardization of operations. In addition to that, there are also problems in relation to
customer satisfaction level of the employees. On the basis of this analysis of the following are
the two major problem areas in the organization-
 Formal and strict policies and procedures for business operations
 Training and development for trainers
In addition to that management of the company is also proposed to be registered under
program download by the government of Australia i.e. Fitness Australia. For the purpose of
enrolling in this program, it is essential that management of the government should complete
and implement a certain code of practices. All the trainers in the organization would also be
required to have certificate III in order to operate under this program (Ansoff, Kipley, Lewis,
Helm-Stevens & Ansoff, 2019).
It is very important that management of the company identify bring all these changes in the
standardization process of business operations otherwise it will create difficulties for
executive members of the company.
Pattern or trend in the external environment that can affect change management objectives
Following are the primary external factors that can have a positive or negative impact on
change management strategies in case of Bounce Fitness-
Socio-cultural factors- Organizational culture will play a very effective role in achieving
objectives of the Change management strategy. is the management of the organization is open
for Innovation and changes then there will be no difficulties in achieving the objectives
otherwise there are chances that various difficulties will be faced from employees in this
process.
8

Technological factors- Technological environment keeps on changing especially in the field
of fitness as there is various new fitness equipment that is demanded by customers. One of
the primary objectives of this chain management strategy is to provide customer satisfaction.
Management of the company should introduce new technology in the organization and
trainers should have the knowledge to operate them (Wheelen, Hunger, Hoffman & Bamford,
2017).
Legal environment- Currently management of the company is about to be registered under
the government program Fitness Australia. There are various rules and regulations that are
required to be followed by the organization after such registration. Violation of any of these
rules and regulations can have a significant negative impact on the change management
strategy as well as operations of the company.
Major operational changes required in accordance with the change management initiation
Following are the primary changes that will be required by management of the company in
business operations according to deficiency is identified by the CEO of the company-
Training and development- first and foremost CEO have identified that there is a lack of
customer satisfaction in the organization. Training and development program should be
initiated by an organization that will be focused on training new employees that are joining in
the position of the trainer. Training is required because the trainers will be in direct contact
with customers throughout the day (Noe, Hollenbeck, Gerhart & Wright, 2017).
Code of conduct- Management of the organization is also required to include all the code of
conduct is required by Fitness Australia program. This code of conduct should be included in
the memorandum of association and article of association of the organization. This code of
conduct should be communicated to each and every employee of the organization so that
there is no violation of these rules and regulations.
Qualification requirements- Management of the organization would also be required to make
sure that all the trainers in the organization have Certificate III. After getting registered with
Fitness Australia program this will become a compulsory requirement and it will also help in
increasing the level of customer satisfaction.
9

Review and prioritization of changes
Prioritization of changes- In the given scenario first and foremost management of the
company should focus on getting the certificate to register themselves under fitness Australia
program. This will help in increasing the productivity and profitability of the organization as
people will be attracted more towards a government-affiliated program. This should be taken
as a Priority activity in the chain management project plan. All of the changes required in the
organization are generally affiliated with getting approval from fitness Australia program.
After preparing an adequate plan of getting this approval management of the company should
focus on increasing the customer satisfaction level. Here management of the company can
initiate to fire all the trainers who are currently not in possession of certificate III and new
trainers should be hired (Hill, Jones & Schilling, 2014). At last management of the
government should focus on developing training and management programs.
Review of Change management process
The manager should be appointed by the company for each and every change that is
suggested in the Change management project program. Assigning of a manager will help in
making sure that all the rules and regulations in accordance with the planning process are
followed by the organization.
10

Task 3- Develop Change Management Strategy
Cost-benefit analysis for high priority changes
In the given scenario high priority change decided in the above task is changing the business
organization in accordance with the code of conduct prescribed by Fitness Australia program.
Cost-benefit analysis of this program would be as follows-
Overall cost-
First of all management of the organization would be required to hire new employees in the
organization to comply with the requirement of certificate III. This will increase the overall
cost of the organization substantially.
Training and development programs to be initiated by the organization would also have a
negative impact on the Cost structure.
There is a probability that during the initial stages after implementation of the changes, there
will be a loss of profit due to the decrease in the efficiency of employees (Prochaska,
Redding & Evers, 2015).
Benefits-
The main benefit that will be achieved by the organization by getting registered under Fitness
Australia is that it will become one of the most significant marketing tools for the
organization. Long term benefits of these changes are very significant and they will definitely
have a positive impact on the profitability of the organization. All the factors that are
discussed under the head cost are temporary and over the period of time, this cost will be
negligible.
Risk analysis and mitigating strategies
Risk factor Description Chances of
occurrence
Possible
impact
Mitigation strategy
Financial risk This risk associated
with the possibility
that the changes
proposed by the
Low Medium In this situation,
proper planning can
be an effective
mitigation strategy.
11

organization would
have a negative
impact on the
financial position of
the company (Bessis,
2015).
Management of the
company should be
focused on preparing
plans such as
stakeholder
management plan,
risk analysis plan,
financial plan, etc.
Operational
risk
This risk is
associated with the
probability that the
management of the
company would not
be able to manage the
changes properly.
Medium Medium This risk can be
mitigated by
documenting all the
changes made by the
organization properly.
It is important that
top management and
middle-level
management is
involved constantly in
the process of change
management (Bessis,
2015).
Barrier to change
Resistance from employees- Fear of losing the job can create resistance from employees as
employees might not be aware of the changes implemented in the organization. Management
of the organization should keep employees of the company involved in the process of change
management.
Limited understanding of the code of conduct- All the employees are not aware of the code of
conduct issued by Fitness Australia. Changing policies and procedures of organizations with
limited knowledge of the code of conduct can create barriers for the success of changes
management strategy (Pritchard & PMP, 2014).
12