Implementing a Marketing Department at Prakash Dall & Flour Mill

This report analyzes the potential implementation of a new marketing department at Prakash Dall & Flour Mill, a medium-sized flour and dall manufacturer. The author proposes this change to improve the company's market reach, customer relations, and adapt to modern business trends. The report details the department's functions, including market research, product decisions, and promotion. It also examines the reasons for the change, the objectives, and the role of change agents. Furthermore, the report assesses the company's organizational readiness for change, conducts a stakeholder analysis, and employs a force field analysis to evaluate the driving and resisting forces. Finally, the report critiques the existing organizational structure and suggests future steps, such as integrating digital technologies and expanding the marketing team. The report highlights the importance of planning and training to mitigate potential resistance to change, ultimately aiming for market expansion and increased profitability.

The organisation chosen by the Author for the purpose of this study is Prakash Dall &
Flour Mill ( “Company” ).This Company was established in the year 1989. The
Company is based in various parts on India including the states of Maharashtra,
Gujarat and is spread across various states in the South of India. The Company is
medium in size. The underlying function of the Company is to manufacture Dall and
Flour.
The Company has a man power of 400 workers which includes all the kinds of
employees working for it. Conclusively, five departments form the basis of overall
functioning of the Company: Production, Quality, Sales and purchase, Technical
Planning ( Engineer ) & Accounting. Each department has a manager who guides the
entire department towards doing their job right according to the goal of the company,
production manager will be managing the production department to increase
efficiency of this particular department, the Quality manager will be inspecting the
Quality of the production done by the production department and fine tune the
products. Sales and purchase is a very common department in every business and as
the name says it all the manager is supposed to focus on increasing the sales of the

company and also focus on required purchases for the company, the technical
department focuses on smooth functioning of the latest technology machinery such as
in this company would be Cylo’s, dryer’s, milling machines and keep the company
updated with the new technologies entering the market every day and the last
department that is the accounting department the name says it all is supposed to keep
the accounting books of the company clear and updated with all the purchases and
sales made by the company and all the other smallest details affecting the company’s
balance sheet / financial statement for the year.
(Section 1) Introduction
Now, the change that the author would suggest to be implemented by the Company is
a change in the composition of the Company by introducing a new department that
conclusively undertakes the marketing functions and public relations. A brief idea of
the department would be as follows:
The workforce in this new department would take in the responsibility of identifying
and analysing the needs of the customers and maintaining public relations as to the
post sale reviews. The initial activities of the managers of this department would
mainly include the following-
• Market Research − It would include making an understanding of the
environment, staying tuned with the economic developments, analysing
customer needs, and strengths and weaknesses of peer competitors.
• Understanding Market Segments − This would include dividing the
entire flour market into smaller market segments. It also includes
setting a target on a particular market segment and accordingly
positioning those products to draw consumers.
• Product Decisions − This would include deciding or modifying the
quality or feature of a product and/or contemplating decisions about the
development of new product.
• Promotion Decisions − This would include giving widespread
awareness to the target market about various products that they may
want to consume. Further, the department would joins hands with
publicity agencies such as radio, television, and website management
agency to promote the product.
Reasons for change:
The Company is composed of all the major departments, however in order for it
to expand, the promoter needs to have conclusive information about the market
segments along with better public relations. Thus by introducing a new department,
the Company can focus more on marketing or advertising its products efficiently and
maintain relations with its customers thus resulting into more and more people and
various segments of the market being aware of the Company and its products.
Further more, internet has a dominating influence on all markets today, the
company needs to be unto date with the current business trends in order to stay in the

market. This being another reason for the change- a new department would assist the
company as it would interalia, set its focus on marketing via the internet.
Aim and Objectives:
The main objective of this change, that is, introducing a new department
would be to spread and expand the market segment as much as possible through
marketing and advertising. It would aim at creating public awareness for the product
and focus on capturing the flour market as much as possible.
Maintaining public relations would be anther objective of the departmental change.
Customers are the key aspects of any business. Thus, aiming to keep them updated
and satisfied with regards the quality or variation in the product would be a key goal
of the new department as well.
Change agents:
An introduction of a new department, rather than changing the current structure
of the Company, would mean recruiting a new team altogether. Thus the change
agents would be the manager and other workforce of this new department. These new
recruits would be personnels specialised in the field of marketing, advertising and
maintaining public relations. And as aforesaid, this would mainly include using the
internet, the employees would have to have basic IT knowledge as well. However,
managers of other departments and other employees as well as the promoter would
play an important role as the change agents in this case, as all the essential assistance
would be provided to the new department by them.
(Section 2)
Bringing about any change in the organisation would be a big decision the Company
has to make. Change is an essential factor for every organisation to remain stable and
viable in the market. Whether the Company is onboarding new employees, or growth
of a department, or merging with another company, all these changes can have a
significant impact on the trajectory of your business.
Organisational readiness for change is a basically a multi-level, multi-faceted
construct. As an organisation-level construct, readiness for change refers to shared
resolution of the organisational members to implement a change or the commitment
towards change and shared belief in their collective capability to do so or the
efficiency of change. Organisational readiness for change varies as a function of how
much organisational members value the change and how favourably they appraise
three key determinants of implementation capability: task demands, resource
availability, and situational factors. When organisational readiness for change is high,
organisational members are more likely to initiate change, exert greater effort, exhibit
greater persistence, and display more cooperative behaviour. The result is more
effective implementation.
As for the Company, since introducing a completely new department would mean
transformational change in the Company, it can be taxing. All kinds of resources
would be required to implement this change. However, since there wont be any major
amendments in the existing teams of the Company, the readiness of the Company with

respect to its existing employees should be maximum. With respect to other factors as
well, the readiness of the Company with regards this change is high as all the
members are eager for the implementation of new marketing strategies and thus
meeting higher demands and providing better returns for the Company.
Stake-holder analysis:
As stakeholder analysis basically refers to identifying the stakeholders that would be
affected by the proposed change and analysing their needs, it becomes essential to
undertake this analysis. Thus as for bringing in a new marketing department,
the stakeholders that would be concerned are interalia the customers, the employees,
the investors and other communities.
Undertaking the stakeholder analysis, if the author were to scale the stake of the
stakeholders affected by the change in the Company (on a scale of 1 to 5 where 1 is
the lowest and 5 would mean the highest level of influence/stake) , the customers
being the target mark for our change- are external stakeholders and thus should be
marked at 5 as their interest and response to the advertising and maintaining of public
relations online is at stake. Similarly the investors would be marked at 4 since this
new department would require additional investments and according to the response
of the customers, their investments are at stake. As for employees, the new manager of
the marketing department to be recruited, would be marked at 3 where as the other
employees of the Company at 2.
Concluding the analysis, even though the stakes maybe high, the interest and influence
the stakeholders exert on this project is positive as the results expected are in favour of
the Company as well as the stakeholders.
Force field analysis:
Force field analysis would mean a study/comparison of the forces, whether external or
internal that drive the change or resist it. Considering our change in the Company, the
factors that would drive the change would be- a need to increase public relations in
order to stay in tune with customer expectations, market and advertise the products
using up to date techniques, changing trends, need to survive in the competitive
markets and a need to increase profits. Whereas, the forces or factors resisting the
change would include- fear of the unknown, that might be the use of new digital
technology or fear of customer expectation and so on; fear of change in the existing
structure of the organisation when a new department is added etc.
To conclude this analysis, the pros weigh more than the cons. A fear of change in an
organisation is a common instinct, however, promising returns from the change help
in implementing the change.
Critique and solution:
The existing organisational structure of the Company is not digital at the moment. It is
mainly production and labour based. However this new department would bring in the
digital aspect. Thus once the marketing team grows digitally, it can be a possibility to
equip the purchase and sales department with digital technology as well. Further more,
efficient advertising strategies and public relations would lead to an increase in the
demand of the product and thus the supplies would have to increase. This would also

help the business to expand. Recruitment of new employees and manager level
personnels would mark an increase in the number of employees and thus might call
for better human resource organisation, increasing the possibility of introducing a
further new department in that respect. Thus this one change in the organisation would
invite various other changes to be incorporate in the near future- and this could
possibly be one of the reason of resistance to any kind of change- the fear of the
unknown and the fear of losing stability.
However there are ways to mitigate this, proper planning and building resources for
the future would be a considerable plan of action to be taken. Future, training the staff
for all kinds of outcomes to the change is necessary.