Organisational Change Management Report: Blackberry's Challenges

This report examines Blackberry's organizational change management strategy, focusing on the development of a communication plan to address the company's declining market position. The introduction highlights the reasons for the necessary changes, including the adoption of a flawed business model, resistance to innovation, and the rise of competitors like Samsung and Apple. The report emphasizes the importance of promoting new features to regain market share. The communication plan involves targeting the new generation with information about new features through face-to-face communication, social media, and television. The report also addresses the need to monitor the effectiveness of changes by collecting and analyzing customer feedback, and the importance of involving employees and their representatives in the change process, including providing training on new products and organizational goals. The report concludes that Blackberry needs to implement changes based on the communication plan to reach out to customers while ensuring that the changes do not lead to significant employee loss. The bibliography provides a list of relevant sources used in the report.

Running head: ORGANISATIONAL CHANGE MANAGEMENT
Organisational Change Management
Name of Student
Name of University
Author Note

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ORGANISATIONAL CHANGE MANAGEMENT
Table of Contents
Outline purpose..........................................................................................................................2
Introduction................................................................................................................................2
Communication plan..................................................................................................................2
Developing the communication plan......................................................................................2
Monitoring..................................................................................................................................3
Results........................................................................................................................................4
Summary....................................................................................................................................4
Bibliography...............................................................................................................................5

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Outline purpose
The assignment deals with the communication plan that needs to be adopted by
Blackberry. The communication plan is required in order to eliminate the threat that arises to
the company. The advent of competitors in the market has led Blackberry to lose a strong
foothold in the market (Hornstein 2015). The communication plan is mainly directed at the
customers aimed at purchasing the product. The fact that the company have many
competitors and the introduction of new features on the phone can be beneficial to the
customers needs to be communicated to the public. After the completion of the assignment,
readers can understand the ways by which Blackberry can be made competitive in the mobile
phone industry.
Introduction
The reason behind the development of changes in the organisation includes the
adoption of a wrong business model. The core business of the company was not as it was
anticipated by the customers. Reluctance on innovation and pride of the company led to its
losing out of competition against Samsung and Apple. Hence, changes regarding the proper
promotion of the new features of the phones are necessary in order to gain publicity in the
market (Hayes 2014). The adoption of the strategy can help Blackberry to maintain its
effectiveness in the market. The concept of formulating the communication plan can help
Blackberry to move forward in the business market.

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Communication plan
Developing the communication plan
a. The topic of the communication is based on the new features of the phones developed by
Blackberry. The target market is the new generation people attracted to use new products in
the organisation.
b. Cameron and Green (2015) stated that the preferred mode of communication about phones
and features is the face to face communication method. This can help to provide a proper
demonstration of the latest features.
c. Apart from face to face communication, the population can be communicated by using
social media and television for the promotion of the product. This can help in the circulation
among the people with a probability of gaining feedback from the customers.
d. The communication topics need to be based on the strategic plans and organisational aim.
The aim of Blackberry is to increase its revenue and reputation in the market.
e. Hence, delivering on the topic needs to be done by the marketing manager (Van der Voet
2014).
f. This can be managed by a proper marketing strategy or analysing the feedback from the
customers.
Monitoring
Union representative of Blackberry
Subject: Affected number of staffs due to the changes
Respected Sir,

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ORGANISATIONAL CHANGE MANAGEMENT
This is to clarify the doubt that you have about the number of staffs that will be
effected subject to the new changes. I would like to inform you that changes are made to the
staff condition by providing more training based on the innovation of the products. The
manner in which the employees need to formulate the plans of the organisation will be
provided in order to communicate in a successful manner with the customers.
Communication with the staffs can help in making them understand the goals of the
organisation. This can be effective in order to retain employees and work together for the
betterment of the organisation.
Thanking You
XYZ
Results
The information collected by analysing the feedback from the customers are sent to
the managers of every department for further analysis. This information is stored in order to
see the progress made after the rectification of the errors or after evolving (Biocca and Levy
2013). Not only this, the feedback can also be used in the case of different stages of the
change process. For example, in case of criticism of a product based on lack of latest
technology, the company can make changes after analysing the situation. In this regard, the
milestones of the success can be measured by identifying the level of progress in the
organisation. For example, Blackberry can aim at completing 50% of the required changes by
the end of the first quarter of a financial year. In order to draw the attention of the employees,
managers can display the need for changes by setting it up on the bulletin boards and
conducting a meeting with the employees (Shirey 2013). The employees can be motivated in
order to embrace changes.

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Summary
Hence, it can be summarized that Blackberry needs to apply the changes based on the
communication plan that is required for reaching out to the customers. The company have to
ensure that the result of changes in the communication plan or to the organisation does not
lead to maximum loss of employees.

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Bibliography
Biocca, F. and Levy, M.R. eds., 2013. Communication in the age of virtual reality.
Routledge.
Cameron, E. and Green, M., 2015. Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
Hayes, J., 2014. The theory and practice of change management. Palgrave Macmillan.
Hornstein, H.A., 2015. The integration of project management and organizational change
management is now a necessity. International Journal of Project Management, 33(2),
pp.291-298.
Shirey, M.R., 2013. Lewin’s theory of planned change as a strategic resource. Journal of
Nursing Administration, 43(2), pp.69-72.
Van der Voet, J., 2014. The effectiveness and specificity of change management in a public
organization: Transformational leadership and a bureaucratic organizational
structure. European Management Journal, 32(3), pp.373-382.