Leadership and Change: Applying Kotter's Model to Lighthouse Press

This report provides an analysis of leadership and change management, focusing on a case study of the "Where to Whatever" magazine published by Lighthouse Press. The report examines the challenges faced by the magazine due to changing consumer preferences, technological advancements, and increased competition. It evaluates the application of Kotter's 8-step model for change management, detailing each step and how it can be implemented to address the magazine's issues and achieve its goals, such as relaunching the magazine and rebuilding its brand image. The report also discusses the reasons for choosing Kotter's model, highlighting its comprehensive approach to managing and executing organizational changes effectively, including the need for adapting to the digital age and retaining market share in a competitive environment. Furthermore, it provides a brief overview of the change process including change scope, vision creation, commitment drive, infrastructure change formation and sustain the alternation.

Leadership and Change

Table of Contents
INTRODUCTION...........................................................................................................................1
Description of case study and evaluate change model to impact on target modification...........1
Applying Kotter's 8 step models so as to the given case study...................................................5
Reason for choosing this model..................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Change is a constant procedure which is essential to accept for each
company either it is small business or large organisation for fulfil the demands and
taste of consumers (Beck and Cowan, 2014). An organization keep altering their
products and services for gaining maximum outcome and revenues out of all
operated activities. The purpose of this report is entire scenario of growth,
problems and issues of a monthly magazine named “Where to whatever” that is
published from the Lighthouse press. The magazines consist of several information
related to the restaurants, hotels, and other services of hospitality industry. This
organisation is one the leading and reputed organization which is dominating and
leading market from past 30 years constantly liked by the readers. This study will
also evaluate the effective strategies of change that can be adopted through the
organisation in order to achieve the set objectives and goals.
Description of case study and evaluate change model to impact on target
modification
Where to whatever is a monthly magazine which is published by Lighthouse
press in the Lemchester city that publish articles related to the hotels, restaurants,
tourist companies, destination and other hospitality industry related information
which is liked by the community people or society. The magazine focuses on youth
and teenage readers as they are more likely into this sector and discover new places
and hotels. This organisation have upgrade few alternation on the international
level. The given case study shoes the data or information about the issues and
problems which the publication may have to face due to this change (Mendenhall
ed., 2012). The alternation have several reason behind it which includes changes in
interest of consumer and their preferences and also the inappropriate strategy such
as traditional theory etc. hence, there are various issues that the organisation is
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facing which can affect the company's overall revenues and sales. Enterprise
employer have to identify entire linked weaknesses and recognise the correct
causes for the decrease in the rate of selling as well as also adopt the proper
accurate strategy for avoiding some barriers. Lighthouse Press's higher authorities
has been employed a talented and skilled adviser of marketing who evaluate the
causes of fall in the company's ration of sales. There are various different points
which avail the adviser is finding the outcome or the barrier in the system in which
few are mentioned as below:
Traditional approach adoption: It is the form9ost and initial element that
avail in achieving the goals and aims so that employer of Lighthouse Press use
older or traditional strategies for innovation and alternation in services and
products (Sotarauta, Horlings and Liddle eds., 2012). This is significant for
enterprise employer to change the recent plans and strategies ion the grounds of
demand and requirements of consumer or buyers.
Morden technology advancement: The technology have become more
advanced and modified which directly attract the attention of buyer or consumer
toward their products and services. The company need to execute some alternation
through adopting several suitable models in or to suit the marketing environments.
Hence, the modern methods and technology are assisting in reaching to the specific
task in a short span of time.
Development of Online Review Webs: The development of online paper or
e-magazines are the major reason of the decrease in sell of products and services
of Lighthouse press which is one of the main cause of loss. Consumer often prefer
the online marketing and reading facilities so the company also required to develop
some new technologies in order to draw the attention and retain potential buyers.
Similar Substitute accessibility: Market is full of competitors. Other
publishing enterprise is affecting the sales and products of Lighthouse press as well
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as their policies and strategies as they are also engaged in producing the same
product or content according demands and interest of buyers.
Consumer choice changes: People interest are furiously changing everyday
(Burnes and By, 2012). It is required for organisation to examine the preferences
and demands of consumer in order to meet actual interest of content of
organisation.
This has been analyse that the organization is engaged in removing those
barrier and hurdles which restraint them in achieving their objectives and goals.
The higher authorities have planned to relaunch the magazine “Where to
Whatever” that have faced the situation of loss which have influenced the
publication reputation as well negatively. They are involved in developing more
innovative and advanced idea or concept for increasing the performance of worker
in effective way:
 Penetration of market or product through widening the area of content after
analysing consumer review
 Provide daily basis updates
 One publication in a week
 Improving the e-magazine services
The major reason behind this relaunch strategy is to rebuild the brand image
as well:
 Crate a wide reputation in large market area.
 To become the most liked enterprise of publication
 Render hard competition to rivals
 To gratify the demands of consumer or buyer
 To locate the team of marketing in global trade
 to adopt more effective techniques or strategies that can hls in achieving
more sales of services.
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Hence, the Publication, Lighthouse Press is adopting various models and
approaches for making the required changes in the organisation including Kotter's
8 steps and few other (Carter and et. al., 2013). Through adopting theses models,
the organization can achieve and execution the alternation and modification in the
company successfully and effectively.
Here are several phases which is required in alternation process mentioned
as below: Change scope: It is the initial stage that avails in making continuous
alternation is the organisation's operations and activities in an adequate way. Vision Creation: This is the next phase that helps an organisation in
improving proper mission as well as vision in efficiently and effectively.
Also it share the information and data in proper way. Commitment Drive: The organization should involve the worker in the
activities or plan of alternation so that this is essential enterprise employee in
order to raise the growth and achievement of company. This is the duty and
responsibility of Lighthouse publication to collect the amount or cost as well
as provides several benefits to worker for supporting satisfactory service. Infrastructure Change formation: This is mandatory for the organisation to
form or support the internal system and activities with the modified methods
or technologies that avail in development of success of organisation more
effectively. Compensation and rewarding system avail in rendering training
and development opportunities to worker as well as arrange several
functions within the company.
 Sustain the alternation: The organisation should measure the procedure as
well as review the beliefs an values that can help in communication (Belias
and Koustelios, 2014). The company should make the changes or action
which are in sake of betterment of society.
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Applying Kotter's 8 step models so as to the given case study
It is an effective method which comprises 8 steps of change. Each and every
step describes the effectiveness of change on the performance of organisation and
identify the needs of alternation. Here are brief of 8 steps: Establishment: The company is facing loss because of traditional
approaches and models as well as only reporting for hospitality industries
articles. The company reviewer require to understand that the organisation
need change or modification in the recent system. The company can adopt
the techniques of online newspapers and magazine which can avail in
securing the jobs. Company need to evolve new opportunities and strategies
of development for supporting and getting consumers. Creation of guiding coalition: As the analyst understand the need of
innovation or modification in operative system of enterprise, they require to
seek for a coalition, later which there can emerge issues in the path of proper
change. Coalition process can be supported by powerful stakeholders.
Revenues of future totally relay on the online publishing activities. Determination of vision: Lighthouse press aimed to improve their
mechanism and operative system and produce online content while assuring
shareholder's interest at the same time. Firm is hiring more reviewer or
analyst for evaluating the changes and their content. This will avail in
gaining more revenues. The company is making sure that the culture of
organization remain untouched.
 Communicate Vision: This is significant to interact the vision to each
employee for alternation in organisation. This helps in achieving aims and
interacting queries of management.
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Illustration 1: Kotter's change model
Source: 8 steps for successful change management, 2015
 Remove Barriers: An organisation is associated with various barriers in the
process of changes (By, Burnes and Oswick, 2012). Major issues the
Lighthouse press have ton face is adoption of change among employee as
they have become familiar with the older or traditional system. Creating Targets: The success affect people more when they see it in
practice example. Form giving an example, the organisation can continue the
traditional form of magazines and newspaper and develop online for
representing that the organisations earning more benefits out of online
operations then other. Create Change: Kotter stated tat if the victory is announced or predicated
earlier then the final outcome the failure is what they get. Quick wins is the
stating of achievements of an organisation according to their needs.
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Organisation require to analyse every activities of change for evaluating the
major reason behind failure or control the outcome.
 Anchor the alternation in culture: Enterprise required to identify which
culture is effective with new technologies and changes and what is required
to alter for suiting the vision. They have to examine the role of key player
and build plan with their of manager and leader for moving and maintaining
entire activities. This is essential for previous leader to modify and not feel
unimportant.
Reason for choosing this model
The organisation selected this model for conducting the alternation as this
render entire description of whole process of execution of changes. As the
Lighthouse Press have made changes are glares as their entire working or operating
styles have been modified (Alkahtani and et. al., 2011). The model avail in
identifying several aspects linked with the process of modification such as request
of procedure and elements that can cause of failure of changes. This also describes
the activities of people which they need to acquire for proper execution of change
despite of failure. Where other alternation process provides only some aspects of
the changing process.
CONCLUSION
This can be summarised from the above report that organisation require to change
their system within a period of time in place of their traditional process of
mechanism. Lighthouse press can use the e-magazine or paper technique for
developing and growing in the competitive market. It is studied that Kotter's eight
step model which is more beneficial for execution of changes more effectively and
remove barrier in the entire process.
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REFERENCES
Books and Journals
Beck, D. E. and Cowan, C., 2014. Spiral dynamics: Mastering values, leadership and change.
John Wiley & Sons.
Mendenhall, M. E. ed., 2012. Global leadership: Research, practice, and development.
Routledge.
Sotarauta, M., Horlings, I. and Liddle, J. eds., 2012. Leadership and change in sustainable
regional development. Routledge.
Burnes, B. and By, R. T., 2012. Leadership and change: The case for greater ethical clarity.
Journal of business ethics. 108(2). pp.239-252.
Carter, M. Z. and et. al., 2013. Transformational leadership, relationship quality, and employee
performance during continuous incremental organizational change. Journal of
Organizational Behavior. 34(7). pp.942-958.
Belias, D. and Koustelios, A., 2014. The impact of leadership and change management strategy
on organizational culture. European Scientific Journal, ESJ. 10(7).
By, R. T., Burnes, B. and Oswick, C., 2012. Change management: Leadership, values and ethics.
Journal of Change Management. 12(1). pp.1-5.
Alkahtani, A. H. and et. al., 2011. The impact of personality and leadership styles on leading
change capability of Malaysian managers. Australian Journal of Business and
Management Research. 1(2). p.70.
Online
8 steps for successful change management. 2015. [Online]. Available
through:<https://www.raconteur.net/business/8-steps-for-successful-change-
management>.
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