BMO3332 - Organisational Change Management Report: Tesla Analysis

This report provides an analysis of organizational change management within Tesla, focusing on a team vision to adapt to new technologies and restructure the company for competitive advantage. The report outlines the roles and responsibilities of change practitioners, emphasizing their involvement in digital marketing, pre-sales analysis, and providing consultancy. It proposes a three-week project timeline, detailing analysis of new client sites, sharing industry knowledge, and developing digital marketing strategies. The report also reflects on group learning, highlighting the importance of staying updated on emerging technologies and e-commerce trends. The application of Lewin's change management model is discussed, emphasizing unfreezing, changing, and refreezing stages to facilitate successful organizational transformation. The report references various academic sources to support its findings and recommendations, making it a comprehensive overview of change management within Tesla.

Running head: ORGANISATIONAL CHANGE MANAGEMENT
Organisational Change Management
Name of the student
Name of the University
Author note

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Executive Summary
The primary purpose of this report is to elucidate on team vision that will help in bringing
about changes in Tesla. It talks about the roles along with responsibilities of the change
practitioners that can help them in bringing about changes in the company. It discusses about
the project timeline that would effectively help in bringing about changes in the company. It
also includes a reflection on the aspects related to group learning.

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Table of Contents
Team Vision...............................................................................................................................3
Team roles and the responsibilities............................................................................................3
Project Timeline.........................................................................................................................4
Group Learning Reflection........................................................................................................5
References:.................................................................................................................................6

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Team Vision
The vision of the team would be to help Tesla get adapted to the new technologies
that can empower the consumers. The vision of the team would be to restructure the
organization that can help the company in surviving within the competitive environment. The
aim of our team would be to bring about organizational changes that can help them in
supporting innovation across the different departments (Carnall 2018). The vision of the team
would be teach the employees of company about the techniques that can help them in
embracing change. The vision of the team would be to help the company in getting adapted to
technology that can help them in relation to marketing of Tesla (Lozano, Ceulemans and
Seatter 2015). Tesla is an independent automaker that offers electric cars at a price that is
affordable for the consumers (Tesla.com 2018). The vision of the team is to ensure the fact
that digital team of Tesla is working effectively with the sales team that can help the
company in achieving success.
Team roles and the responsibilities
The responsibility of the team would be to work alongside with the digital marketers
of Tesla and help them in conducting pre sales analysis. The role of our team would be to
guide the employees of company about link building, e-mail marketing and in aspects related
to search-engine optimisation that can help in the marketing of Tesla. The responsibility of
the team would be in relation to strategy along with operational decisions that can help in the
effective functioning of the company. The responsibility of the team would revolve around
generating of marketing ideas that can help in the promotion of the company (Hayes 2018).
The role of the team would revolve around providing consultancy at the time of client
meeting of Tesla (Lozano, Nummert and Ceulemans 2016). It would provide the company
with analytical support pertaining to ad-hoc business. The team would help the company in

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applying digital marketing skills within the challenging environment of Australia. The team
would help the company in working with the other client websites within competitive
markets across various industries. The team would help Tesla in performing analysis in
relation to the new client sites. The team would help in bringing about changes in Tesla by
contributing to the procedural improvements that can work for the benefit of the company
(Rosenbaum, More and Steane 2018). The Change Management Model of Lewin can be
applied to the organizational context of Tesla. Lewin believed in the fact that motivation of
changing can be related to that of action. Action research was emphasized by Lewin that can
help an organization effectively in change management (Cummings and Worley 2014). The
change model of Lewin focussed on the three steps: unfreezing, changing along with
refreezing. Unfreezing can help in creating awareness in Tesla, changing would involve
implementation of changes in Tesla and refreezing would help to cement the changes in the
organizational culture of Tesla. This model can prove to be useful in understanding change
process in relation to independent automaker called Tesla. This model would help in
successfully bringing about changes in the company that can help the company in earning
profits.
Project Timeline
The timeline of the project would be three weeks. The first week would focus around
performing analysis in relation to the new client sites. The team would improve the
procedures at Tesla. The team would share the industry knowledge in the second week and
the best practices that can work effectively for the clients of Tesla. The methods of detailed
keyword searching would be taught to the employees of Tesla that would successfully help in
bringing about changes in the organization. The team would act as an authority force
pertaining to the client meetings along with pitches (Doppelt 2017). The third week of the
team would be devoted to preparation of digital marketing strategies that can greatly benefit

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the clients of Tesla. They would help the company in liaising with the clients with the help of
active campaigns. The team would advise the company regarding how to improve search
engine ranking by taking recourse to on page optimisation along with link building. The team
would deliver advertising strategies for the client campaigns of Tesla (Eason 2014).
Project Timeline
1st week Performing analysis of new client sites and
improve the procedures at Tesla.
2nd week Sharing of industry knowledge and methods
of keyword searching
3rd week Preparation of digital marketing strategies
and improving the search engine ranking by
the help of on-page optimisation.
Figure: Project Timeline
Source: Created by the Author
Group Learning Reflection
The organizational change management process of Tesla would be able to keep our
team updated regarding the technical knowledge that can make our knowledge more relevant
in the present world. It can sharpen our knowledge in relation to emerging technology trends
that can help a company in surviving within the competitive environment. The promotion of
content management system by our team can make our team successful practitioners of e-
commerce trends and techniques. It would help the team in evaluation of the change
management strategies that can help them in guiding in the future.

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References:
Carnall, C., 2018. Managing change. Routledge.
Cummings, T.G. and Worley, C.G., 2014. Organization development and change. Cengage
learning.
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Eason, K.D., 2014. Information technology and organisational change. CRC Press.
Hayes, J., 2018. The theory and practice of change management.
Lozano, R., Ceulemans, K. and Seatter, C.S., 2015. Teaching organisational change
management for sustainability: designing and delivering a course at the University of Leeds
to better prepare future sustainability change agents. Journal of Cleaner Production, 106,
pp.205-215.
Lozano, R., Nummert, B. and Ceulemans, K., 2016. Elucidating the relationship between
sustainability reporting and organisational change management for sustainability. Journal of
cleaner production, 125, pp.168-188.
Rosenbaum, D., More, E. and Steane, P., 2018. Planned organisational change management:
Forward to the past? An exploratory literature review. Journal of Organizational Change
Management, 31(2), pp.286-303.
Tesla.com 2018. Electric Cars, Solar Panels & Clean Energy Storage | Tesla. [online]
Tesla.com. Available at: https://www.tesla.com/ [Accessed 4 Oct. 2018].