Analysis of Change Drivers and Leadership Approaches in Captify

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UNDERSTANDING AND LEADING CHANGE

Contents
INTRODUCTION........................................................................................................................2
TASK 1...................................................................................................................................... 3
DIFFERENT ORGANISATIONAL EXAMPLES WHERE THERE HAS BEEN AN IMPACT OF
CHANGE ON AN ORGANISATION’S STRATEGY AND OPERATIONS........................................3
DIFFERENT DRIVERS FOR CHANGE FOR CAPTIFY..................................................................3
WAYS IN WHICH INTERNAL AND EXTERNAL DRIVERS OF CHANGE AFFECT LEADERSHIP,
TEAM AND INDIVIDUAL BEHAVIOURS..................................................................................5
PESTEL ANALYSIS..................................................................................................................5
SIMILARITIES AND DIFFERENCES BETWEEN CAPTIFY AND SENSOR TOWER.........................7
TASK 2...................................................................................................................................... 8
EFFECT OF DRIVERS OF CHANGE ON THE LEADERSHIP, TEAM AND BEHAVIOUR OF
INDIVIDUAL.......................................................................................................................... 8
MEASURES THAT CAN BE TAKEN TO MINIMISE NEGATIVE IMPACTS OF CHANGE ON
ORGANISATIONAL BEHAVIOUR............................................................................................8
THEORIES OF CHANGE..........................................................................................................9
KURT LEWIN CHANGE THEORY.............................................................................................9
DIFFERENT BARRIERS FOR CHANGE AND INFLUENCE OF THEM ON LEADERSHIP DECISION-
MAKING..............................................................................................................................11
FORCE FIELD ANALYSIS.......................................................................................................11
DIFFERENT LEADERSHIP APPROACHES TO DEALING WITH CHANGE IN A RANGE OF
ORGANISATIONAL CONTEXTS.............................................................................................12
KOTTER MODEL FOR LEADING CHANGE.............................................................................14
TASK 3.................................................................................................................................... 16
CONCLUSION.......................................................................................................................... 27
REFERENCES........................................................................................................................... 28
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INTRODUCTION
For any organization to succeed in the long run, it has to undergo some changes. As
per the requirement of development and growth of the organization, every business
looks for changes that they can apply in business. The company should understand
the need for change in the business behaviour to cope up with the taste and
preference of the consumers. This report will study the impact of change in
managing the organization. In accordance with those changes, we will discuss
different drivers of change for an organization. Various strategies used by those
organizations and their impact on the change. The report will include a comparison
between two companies namely John good shipping and Captify. Wherein, we will
discuss the similarities and differences in organization approach in dealing with the
changes. Evaluate the ways in which different drivers of change can affect the
leadership behaviour and behaviour of teams and individuals. Finally, measures that
should be taken by the organization to minimize the uncooperative behaviour of
change will be evaluated critically.
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TASK 1
DIFFERENT ORGANISATIONAL EXAMPLES WHERE THERE HAS BEEN
AN IMPACT OF CHANGE ON AN ORGANISATION’S STRATEGY AND
OPERATIONS
In order to compete in a competitive world, an organization needs to change its
working pattern accordingly. Changes are needed so as to remove the barriers of
constant working in the same environment. The company must focus on identifying
those areas where there is a need for change. The need once identifies will lead an
organization to greater heights since the company will be able to satisfy their
customer base. Captify is an advertising company headquartered in London. The
company helps the advertisers to reach the users who are interested in their
campaign. This company was founded in 2011 with the aim of bringing already
search data, programing them and fusing them together. Since the company aim is
to expand its production
DIFFERENT DRIVERS FOR CHANGE FOR CAPTIFY
The business environment is made up of those factors that influence the decision of
the company and there working. These factors can be negative or positive for the
organization. These factors are also termed as driving forces or environmental
factors of the business.
INTERNAL DRIVERS
Technological Capacity- No Company can run long term if it does not come up with
new technology over time. New technology shapes the operation and working of the
organisation. With the use of new technology, the efficient working of the
organization could be observed.
Organisational Culture- It is a systematic study of the behaviour of the organisation
and an individual together, contributes to the development of the organisational
structure of the organisation. Forward-looking Organisation has the spirit to work for
the success, listen to the staff and always try to bring change in the working of the
organisation.
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Financial Management- No business can operate without money. All the decision of
the organizations is taken by the finance department. Since funding for buying any
goods for the working of the organization is taken by them. For company
management of finance is the major issue apart from financing those funds.
Employee morale- An employee can only lead a company to greater success only if
they are willing to work. A satisfied employee is a key to success for any
organization. Captify tries to keep their employee satisfied and happy with their job.
The company tries to build confidence among the employees so that they work
efficiently for the organization. Captify also introduces various programmes and
schemes to increase the morale of its employees.
EXTERNAL DRIVERS
Customer demand- The Company has to fulfil all the demand of the organization.
The demand of the customer changes rapidly and so the company has to look
forward into this issue. The company Captify has to bring changes in their product,
quality, quantity and variety in the product should also be introduced by them. A
company can improve its performance only when it is able to fulfil the demand of
targeted customers.
Competition- Captify needs to improve the way they compete with their competitors.
The company should opt for new strategies that will help them to be in power than
other competitors. This approach will also increase the reputation of the company.
Also, the company should use innovative tools and techniques in order to attract
customers. In short, Captify must form better methodology which makes them stand
apart from its rivals.
Changing customer preferences- Customers change their preferences only an
almost daily basis. The company should carefully analyse what customer want from
the product and then make the product accordingly. This idea will let the company
satisfy its customers
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WAYS IN WHICH INTERNAL AND EXTERNAL DRIVERS OF CHANGE
AFFECT LEADERSHIP, TEAM AND INDIVIDUAL BEHAVIOURS
SWOT ANALYSIS OF CAPTIFY
STRENGTHS
 The reputation of the company.
 Location of the stores is at a place
where customer retention is more.
 Highly skilled and technology-
driven employees.
 IT and e-commerce expertise.
 Highly online presence.
 Works according to the
specification of the advertisers.
WEAKNESS
 Due to the customization, the
prices of the product are high.
 There is a relatively stable growth
of the company. The company is
not able to grow its existence
world-wide.
 The development of the
advertisement according to the
customers takes a much longer
time as compared.
OPPORTUNITIES
 Since people are more technology
driver, they prefer to spend more
on the company.
 There is an expansion of product
development in the near future.
The growth of the company can
be analysed according to the
present condition.
THREATS
 Competition is increasing on a
continuous basis.
 Growth of substitute products in
the market.
PESTEL ANALYSIS
Analysis of the company's political, legal, social and economic issues helps the
company to highlight the main issues that a hindrance for the Captify. This analysis
also influences the company to operate in a positive or negative way.
ECONOMIC FACTORS
The financial recession faced by the company always affects the working of the
advertising company. Although advertising is the perfect tool of marketing the
product to targeted customers still, it is considered to be an extra expense of the
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company. The company must formulate the expenses accordingly keeping in mind
the economic factors that can affect the functioning of the company.
SOCIAL FACTORS
The advertising industry is mainly affected by social networking sites as it has
become a trend to market the products of the company online. Celebrity
endorsement, sponsorship or using of any popular person to market the company's
product on a website is the major cause that advertising agencies are being affected.
Beliefs and values regarding this concept of marketing the product online are also
changing rapidly. The company should aim at working effectively since competition
in the market is increasing regularly.
TECHNOLOGICAL FACTORS
The company should focus on the upcoming trends in the market. They should
analyse the market carefully and must come up with new technologies that will help
to increase efficiency and attract the customers. New technology not only attracts the
customer but also help the employees in bringing innovation to their product. With
the advancement in technology, the company can easily look at the impact of their
advertisement on people. Advertisement about the particular product can now be
shown only to those users who are actually interested in buying those products.
POLITICAL FACTORS
The legal aspect should also be considered by the company before they market the
product through an advertisement online. For example, the ban on cigarettes or
liquor should be kept in mind by the company for a specific region before advertising
the product. In today's scenario, political parties are focusing more on the quality of
the advertisement rather than on any other aspect. The company should not
advertise those products that are illegal and affects the audience. Use of harmful
chemicals or weapons should be specifically kept in mind by the company. The
advertisement made should have proper language and must convey proper meaning
to its audience.
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SIMILARITIES AND DIFFERENCES BETWEEN CAPTIFY AND SENSOR
TOWER
The similarities between Captify and Sensor Tower are-
 Both are privately owned companies.
 Both the companies deal in technologies, mobile app, data management and
search of data.
 Both the companies work for the other advertising agencies.
The difference between Captify and Sensor Tower are-
 Captify was founded in 2011 while, Sensor Tower was founded in 2013.
 Captify is headquartered in London whereas Sensor Tower is headquartered
in San Francisco
 The average likes per tweet made by Captify are only 2 while an average like
per tweet made on Sensor Tower is 25.7.
 The percentage engagement of tweet of Captify is 100% whereas the Sensor
Tower is at 82.54%.
 The total funds raised by Captify are $14.4m whereas Sensor Tower Raised
funds of $1m.
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TASK 2
EFFECT OF DRIVERS OF CHANGE ON THE LEADERSHIP, TEAM AND
BEHAVIOUR OF INDIVIDUAL
According to the above-discussed points, Captify must take action through which it
can compete in the market from its competitors. The processes of change can make
a huge impact on the individual as well as on a team. The company leaders must
make strategies that can best suit the requirement of the business. Individual, as well
as the team, must try to achieve the desired target efficiently. They should be trained
well and skilled in accordance with the objective of the company. Individual, leaders
and team must work together so that the future of the organization could be bright.
Each member of the company must try to fulfil their responsibilities towards the
organisation success and growth. All the changes needed by the organisation
whether internal or external must be kept in mind by the company before analysing
the situation by themselves. Keeping in mind the advantages and disadvantages,
Captify needs to change its working accordingly.
MEASURES THAT CAN BE TAKEN TO MINIMISE NEGATIVE IMPACTS
OF CHANGE ON ORGANISATIONAL BEHAVIOUR
For gaining the attention of the customer, change in product needs to be made at a
fast pace. Change in the working process enhances the performance of the
company. Captify is one the leading advertising agency and thus faces competition
in the market. In order to maintain the position and good reputation, the company
has to adapt to the changes. It is necessary for the organisation to formulate those
strategies that could work for the benefit of the organisation. Affective measures
should be taken by the company to help minimize the negative impact of change if
any occur. Some of the measures that should be taken by the company are-
TRAINING
The training of the employees should be done by the company in such a way that the
employee feels motivated to work for the organisation. Captify should educate the
customers about the market in which it is prevailing. Proper understanding of the
changes will reduce the negative impact of the changes occurring in the company.
Training makes the employees confident and happy about their job. They can work
better and fast if they are well trained.
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COMMUNICATION
The company should communicate well to employees as well as the customers.
Effective communication helps the organisation remove the barriers of entry into any
market segment. The leaders of the company must justify their saying properly and
in the best possible way. Leaders should communicate well about the company’s
vision to their customers.
MOTIVATION
The change in the process may create fear among the employees and hence, the
company should attempt to make its employees happy. Captify needs to motivate its
employees by providing them with proper guidance and training about the changes
that the company is undergoing. Motivation will help the company in reducing the
fear of change from the minds of customers. The company can also motivate its
employees by giving them incentives or providing them with loyalty cards. Captify
must reward its employees for every achievement they make for the organisation's
success.
ACTIVE PARTICIPATION
Participation of the employees in organisational working is a must. The company
must organize various camps and activities wherein employees could participate
actively. This strategy will help employees present their views regarding the change
in the process. Here, the input of the employees will help the leader make changes
in management plans. Also, management must be ready to take the suggestions of
its employees.
THEORIES OF CHANGE
This theory states those factors that are actually working for organisation success.
Theories of change help in guiding the company about what to be developed and the
strategies that should be undertaken by them keeping in mind the associated risk.
The theory of change helps the company in developing the sound logic behind the
strategies.
KURT LEWIN CHANGE THEORY
Lewin change theory model is a three-step process model which provides various
level of approach. This model is a framework that implements the changes made by
managers. These changes are risky and almost impossible to change.
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Figure 1 – KURT LEWIN CHANGE THEORY
Source- Rapid, 2019
UNFREEZE-“Ready to change”
This stage enables the organization to know what all task are there that are not
relevant to the organisation. Unfreezing means the people have to work according to
their roles and responsibilities at the workplace. The current policies and practices
need to be reassured for the sooth function of the organisation. At this stage, the
company tries to gain perspective of the people based on daily activities.
CHANGE-“Implementation”
Change can only be observed in the company only when all the team members are
open-minded. Every effort must be made by the company once the organizational
changes are made. This change will make sure that the goals of the organisation are
met effectively. Once the improvements have been made in the operations,
refreezing will provide people with an opportunity to the new organization to take full
advantage of the changes made. Changes must be made by the company in order to
sustain in the market.
FREEZE- “Making it stick”
The organizational changes so made must be made permanent by the company so
that it could gain effectiveness. This stage aims at fixing the changes that are made
by the company. For Captify it was easy to freeze the changes made since its
working was centralised. This concept will provide the company to standardise its
stores all over building up a good image of the company.
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DIFFERENT BARRIERS FOR CHANGE AND INFLUENCE OF THEM ON
LEADERSHIP DECISION-MAKING
Learning new things and adapting to those changes will lead an organisation to great
heights. Barriers to change will bring new challenges for the employees. Changes in
the organisation can occur at any given time and are uncertain. Hence, the Company
should be always ready to take up the challenge regarding the changes. Changes
are the part of company progress and are necessary with the growing change and
preferences of the consumers. Every organisation has a different set of changes that
are mandatory for them to overcome. Some of the organisational changes are-
Change in culture and work climate
New work changes the schedule as well as the working of the existing culture.
These changes may or may not bring positive change in the organisation. And so
management of the company must try to make its schedule based on the old
schedule so that brings ease at work for the employees. Later changes can be made
slowly with changing the time when employees are comfortable for it.
Less effective communication
Proper and timely communication will only lead an organisation to further success.
The leaders should talk about the challenges with its subordinates so that there is no
miscommunication within the company. Every organisation should communicate
about the changes to their employees.
Lack of skilled employees
The employees of the company are already in fear in perception that new
technology will need more skill and knowledge. This fear among the employees is
due to lack of skills and competence. This is one of the greatest barriers in the
progress of the organisation.
FORCE FIELD ANALYSIS
This analysis states the method through which we can list and evaluate the forces for
or against the situation. Human behaviour can be judged by cultural norms, belief
and expectation that they have from the company. These forces could be negative or
positive for achieving the goal. For implementing this analysis in an organisation,
Leadership plays a curtail role. The leader must be able to convince the employees
about the long term effect of this analysis (Bjelkmar et al., 2010).
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