Implementing Change: A Strategic Analysis of Dell's E-Waste Initiative

This report provides a comprehensive analysis of Dell's change management strategies, focusing on their response to the e-waste challenge. It begins with an introduction to change management principles and then evaluates different models, theories, and concepts to understand how to gain support for a change process. The report then examines Dell's specific application of Lewin's change model, detailing the unfreeze, change, and refreeze stages in the context of their e-waste initiatives, such as takeback programs. A strategic plan for the implementation of change within Dell is presented, including an executive summary, vision, mission, objectives, and a SWOT analysis. The report also covers industry, competitor, and consumer trends, along with budget and financing requirements. The conclusion emphasizes the importance of effective change management for reducing resistance and costs while enhancing the success of change efforts. The report highlights the strategic planning process, which aids Dell in establishing a sense of direction for resolving e-waste issues, and selecting appropriate financial options.

Managing Change

Table of Contents
INTRODUCTION...........................................................................................................................1
Evaluate different models, theories and concepts that explains how the process of change
should be led to gain the support of those who will be involved or affected in a change
process. strategic plan for implementation of change in an organisation of your choice
justifying the approach you would use...................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Managing changes is considered as the procedures of planning as well as executing
change within organisation in such a manner as to reduce staff resistance and cost to firm while
simultaneously enhancing the efficaciousness of change effort (Ahmetaj and et. al., 2017). As
per the cases, chosen company for this report is Dell, which is the largest and leading computer
manufacturers as well as technology firm. It transact its entities across the world and also the
provider of information technology hardware and software. Its headquarters is in Round rock,
Texas and U.S. This report covers evaluation of several methods, theories and concepts, process
of change and strategic plan for change implementation.
Evaluate different models, theories and concepts that explains how the process of change should
be led to gain the support of those who will be involved or affected in a change process.
strategic plan for implementation of change in an organisation of your choice justifying the
approach you would use
Change management is considered as the systematized approach for dealing with
transformation of firm's objectives procedures or technologies. The main of this is to execute
strategies for impacting modification, controlling change as well as assisting individuals to adopt
the change. As e- waste is leading waste stream, due to fast development of new technology.
Plastic is considered as most e-waste that is spread within landfills. So, the solution for this is to
reuse and gather plastics. So, Dell which is an American multinational company, they planned to
address the problem of e- waste. For instance, they conduct an market research which highlights
that approx 30% of customers has technological goods in house that is being unused as well as
half of clients are not sure of what to do with that old electronic products. Also, this
circumstances exists into their business old equipment into warehousing. So, they perform
changes in their process as well as for this they utilised Lewin's change model as this is
considered as the effective model that is frequently applied into organisational changes.
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This particular model is introduced through Kurt Lewin's in year 1940 (Asnan, Nordin
and Othman, 2015). This includes three main stages that helps respective firm to move them
from their present state to a expected upcoming situation that are Unfreeze, change refreeze.
Unfreeze, in this step individuals or organisation realise that something is going to modify as
well as they has to deal with uncertainty risk and others. This is crucial for entities to totally
disclose the their current situations as well as to describe why a modification procedures is
placed within force. So, as the problems of e-waste is enhancing respective organisation try to fix
it. For this they perform the marketing research and identify the needs of changing their supply
chain process which it are presently using. Therefore, Dell accumulate old plastics materials or
electronics products from their customer from various countries with the assistance of takeback
programmes (Drucker, 2012). Change state, this is considered as the vital significance that
change is executed into short duration. This is also known as move stage as this causes a
oscillation impact into company. Through acting vigorously as well as executing the
modification in shorter period, the staff will become aware of significance of certain change
more speedy. So, In this stage, Dell focused to deliver the modification plan to their staff and
clients as well as try to resolve several associated modification. Thus, it develops strategies and
plans according to its needs by involving employee in its modification methods. Also, the
respective company have conduct takeback programmes as an outcomes they recovered about
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Illustration 1: Lewin’s Change Model
(Source: Lewin’s Change Model. 2019)

800, 000 tonnes of electronics form year 2008. Refreeze, this is regarding solidifying the
modification. After the change is executed, organisation are inclined for reverting to its old
process. So, this is advisable that for making effective arrangements as well as perform interim
assessments, observe and do adjustments when required (Lewin’s Change Model. 2019). For
example, at this stage, Dell develops a new computer system or another electronics products
through transforming the electronic waste or using virgin materials which is gather through
ample number of customers across various countries.
Therefore, the Kurt lewin's model aids them to perform the organisational change in
effective and efficient manner with organising takeback programmes across 83 countries. As
well as also helpful for resolving the electronic waste. Moreover, also support them to recycled
plastic as feedstock for developing new computers. The fast pace of product up gradation as well
as innovation within ICT industry by utilising recycled materials can minimise environmental
toll of production with virgin materials. In addition to this, for respective organisation, sourcing
recycled plastics of post customers from marketplace supports them to develop new stabilised
closed loop supply chain form plastics from utilised electronics.
Strategic planning is regarded as the procedures where firm's leaders ascertain its vision
for upcoming times and finds its objectives for company (Ferrazzi, 2014). This is plan is utilised
through Dell for setting priorities, concentrates resources and energy, enhance operations, assure
that staff and another stakeholders are performing towards common objectives, set up agreement
around intended results as well as evaluate and adjust firm's objectives. Executive summary, As
the company is adopting the changes to resolve the problems of leading e-waste for this they
conduct the takeback programmes accordingly targets consumers for effective implementation
changes within organisation. Vision, its vision statement is to enrich their consumer's lives by
innovative power of mobile communication (Hickman and Silva, 2018). Mission, its mission is
to become the effective leading computer firm with world through delivering best consumer
experiences into marketplace.
Objectives, its objective is to resolve the e-waste and develop new computers with virgin
materials as well as increase their organisational profitability . Evaluate industry, competitors &
consumers trends, This particular industry includes the entities who revolve around
manufacturing of electronic, development of software, computers or products & services
regarding IT. This provides a board range of goods or services for both clients and another
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enterprises. It is biggest sector that are leading in faster manner so their competitors are also
enhancing. Its major competitors are HP, Lenovo, Acer and many others. All these sells similar
products as well as perform alike services. SWOT ANALYSIS, this is regarded as the technique
of strategic planning which is utilised for helping individuals or firm to find strengths,
weaknesses, opportunities and threats regarding competition of business or project planning. So,
as the Dell company is implementing a change in their business related to e- waste so this
implementation have some strengths, weaknesses, opportunities and threats. Strengths, its main
strength is staple into all home, this means that firm produces as well as sell board computers
products portfolio, growing their whole brand value which is to be worth billions of dollars.
Focus upon innovation, Dell is an unique brand as well as invest more into innovation for regular
expansion of their product line. They concentrate upon scalable technology solution development
at competitive prices. It integrate consumers input within designing and research procedures
(Legg, 2019). Also, their engineers collaborated with huge technology firms network
internationally for making new designs and bring hi- tech solutions. Weaknesses, higher
operating expenditures, Dell operating expenditures has been develops higher that outcomes into
operating losses for last years. Within year 2018, its operating expenses has enhanced around
23.4 billion dollars that leads towards losses of about 3.3 billion dollars. Lack of differentiation,
Dell is not so much high differentiated brand. Also, they fail to enter into profitable segments of
entities such as smartphones. Early entry into smartphone may proved more profitable for them.
This seems that they have usually identified this tough for getting out of their comfort zones
when they want to expand new business places. Opportunities, AI and emerging technologies,
Dell may utilise differentiation for quicker business development as well as expansion. They can
venture within new places into formation of new technologies (Manning, 2012). There are
various rising areas from artificial intelligence to mixed reality which provides new opportunities
for growth. The brand may invest into these field for growing their entities. Investing in
advancing technology may assists them to become more competitive. Differentiation, the
respective company has to try high differentiation for developing a distinct brand reputation.
They are facing higher level of competition across world as their various products has many
substitutes. It will assist brand to develop their product line as well as beginning new revenue
channels for them. Threats, Higher competition level, within respective sector, the competition
level have develop very higher. They are facing huge competition from another brands such as
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HP, Asus, Lenovo and others. This have enhanced their expenses upon innovation as well as
research and marketing. However, they still do not spends more upon promotions. Their
advertisement expenses for year 2018 which was just about 1 billion. Their expenses of R&D
enhanced and reached around 4.4 billion dollars. Higher level of regulation, The political as well
as legal regulation within respective sector have develop very higher. There are various laws in
every field and beside that the legislation regarding global trade has also developed very higher.
It have leads to higher compliances associated to costs and more operational costs and pressures.
Ascertaining budgets and financing requirements, Budgets is regarded as the monetary plan
which is prepared for a definite period, mostly for one year. This involves planned revenues,
sales as well as volumes, quantities, costs and others. As the company Dell are implementing the
changes in their process and conducting the takeback programmes across 83 countries so, this
incurs cost (Mariani and et. al., 2014). The changing procedures cost 15000, promotion cost is
5000, raw material is 4500, technological cost is 12500, training and development cost is 6000.
so, they overall cost which is occurred for implementing the changes are 43, 000. Financing
requirements, this is regarded as the actual or projected sum of money which is needed for
executing a plan, projects or programmes. As the company Dell is implementing the changes
within firm and conducting programmes like takeback so they require finance. Respective
organisation can get finance through various option such as banking, financial institutions,
commercial bank loans, franchisor financing and many more. So, they have to determine the best
financing options that aids them to accomplish their financial requirements. Thus, among all that
bank and another financial institutions are suitable for them as it is considered as the safe and
secure option and interest are occurs accordingly at fixed rate.
Therefore, the strategic plan aids Dell to implement the changes and facilitates a effective
sense of direction for resolving e- waste as well as highlights the desirable objectives (Newton,
2012). Moreover, this is also helpful in accomplishing that gaols in effective and efficient
manner. Also, assists them to get knowledge about the estimated budget as well as the financing
requirements through choosing best options of finance such as banking and another financial
institutions as this is safe and secure methods.
CONCLUSION
As per the above report it has been concluded that, it is essential for organisation to
manage the changes effectively and efficiently as this aids to reduce staff resistance and cost to
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firm while simultaneously enhancing the efficaciousness of change effort. For managing the
change, change management model is used that is Lewin's change model which assists firm to
understand the organisational changing procedures through using three stages that are unfreeze,
change and freeze. All these three stage aids company to implement the changes in efficacious
and effectual manner. Moreover, strategic plan is prepared in order to set priorities, concentrates
upon resources and energy, enhance operations, assure that staff and another stakeholders are
performing towards common objectives, set up agreement around intended results as well as
evaluate and adjust firm's objectives.
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REFERENCES
Books and Journals
Ahmetaj, S. and et. al., 2017. Managing change in graph-structured data using description
logics. ACM Transactions on Computational Logic (TOCL). 18(4). p.27.
Asnan, R., Nordin, N. and Othman, S. N., 2015. Managing change on lean implementation in
service sector. Procedia-Social and Behavioral Sciences. 211. pp.313-319.
Drucker, P., 2012. Managing in a time of great change. Routledge.
Ferrazzi, K., 2014. Managing change, one day at a time. Harvard business review. 92(7). pp.23-
25.
Hickman, C. R. and Silva, M. A., 2018. Creating excellence: Managing corporate culture,
strategy, and change in the new age. Routledge.
Legg, K. R., 2019. Managing political change: Social scientists and the Third World. Routledge.
Manning, T., 2012. Managing change in hard times. Industrial and Commercial Training. 44(5).
pp.259-267.
Mariani, M. M. and et. al., 2014. Managing change in tourism destinations: Key issues and
current trends. Journal of Destination Marketing & Management. 2(4). pp.269-272.
Newton, C. and Tarrant, T., 2012. Managing change in schools: A practical handbook.
Routledge.
Online
Lewin’s Change Model. 2019. [Online]. Available through:<https://www.toolshero.com/change-
management/lewin-change-model/>.
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