Organizational Change and Development Report: Mydin's Online Strategy

This report examines the organizational change experienced by Mydin, a Malaysian supermarket chain, focusing on its shift towards an online business model. The report details the nature of this change, identifying it as both technical and design-oriented, involving changes in operations, structure, and employee roles. External factors driving this change include economic pressures, increasing competition, and evolving social factors, such as changing consumer lifestyles and the adoption of technology. Internal forces include the company's vision of global leadership and the need for innovation. The report also explores the language and communication used during the change process, referencing Kurt Lewin's change model (unfreezing, change, refreeze) and emphasizing the importance of two-way communication. The author reflects on the critical role of organizational culture and training and development programs in facilitating successful change management. In conclusion, the report highlights Mydin's adaptation to the digital landscape and the essential elements for effective organizational change.

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ORGANISATIONAL DEVELOPMENT AND CHANGE
[Type the document subtitle]
7/26/2019
Student name

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Contents
Question1 Introduction....................................................................................................................2
Question 2 Nature of change and internal and external forces........................................................2
Nature of change..........................................................................................................................2
External and internal change forces.............................................................................................3
Question3 Type of language and conversation for change..............................................................5
Question 4 Reflection......................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Question1 Introduction
Change management is a managerial approach that includes the application of strategies to
implement change effectively in an organization and make people associated with the
organization adopts that change. Change is important in any circumstance in order to implement
innovation and improve the existing process and activities. However, change may come with
various challenges for the management of a company, which can be managed through the
effective change management process (Carnall, 2018). The purpose of the report is to assess the
change for an organization and understand the type of language that is used to manage change.
The organizational case considered for this task is Mydin (mydin, home, 2019).
Mydin is a supermarket chain based in Malaysia founded in 1918. The industry in which the
company is dealing with includes a convenience store, hypermarkets, grocery stores, emporiums,
franchises, and supermarkets. The product range offered by the company includes a household,
food line, hard lines, and soft lines items. The vision of the company is to become leading
distributors across the globe considering competitive halal services and products. The company
has faced major changes from initiating a small family business to a hypermarket chain system
(mydin, introduction, 2019).
Question 2 Nature of change and internal and external forces
Nature of change
The major change that the company has implemented is going online. As per the new article of
interviewing Mydin Mohamed, in august 2017, he expressed the strategy that he has been

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thinking over to implement to his business of being going online (mydin, onlinestore, 2019).
Through this change, it could be said that the nature of change was technical change and design
change. The change was major, as the new operations, change in structure, and change in job
profiles for the employees, staffing activities would reflect the current business activities. In the
interview, he mentioned that the plan of being online that is conducting business online is one of
the parts of its expansion strategy and diversification of Mydin business portfolio. Since at that
time the company was waiting for the correct time to implement the initiative as the market was
found to be weaker at that point of time. Moreover, the company found out that the online
business could be the major change and work differently, moreover, there were various large
places dealing in the digital world (mydin, 2019). Along with this strategy, the company was also
concentrating on the introduction of more outlets and analyzing the performance in the industry.
According to the news on 2 October 2017 Mydin hybrid market was launching their online
services in order to increase the convenience for their customers. Through this change in
distribution strategy, the services that the company introduced to implement for the customers
included three different ways were the customers. One, they can receive their purchase items that
are through online mode and receiving products online, through the offline store that is a
traditional trading pattern and ordering online and collecting their packages from the nearby
stores. This was the major change as the whole operational process was the change of the
company due to the introduction of two new distribution patterns. For example, requirement of
additional staff for online business purpose, delivery persons, and increase in business partners
like distribution partners (thestar, 2019).

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External and internal change forces
The external factors that have played a major role as forces to introduce this change included
Economic factors. For instance, it has been noticed that the hypermarket industry was quite
stagnant and in order to gain growth the company need to implement some innovation and
change in the business so as to attract more customers and retail customers as the switching cost
to customers were negligible. Moreover, increasing competition and various retailers introduced
himself to the digital world forces Mydin hybrid market to include digitalization and launched
online services as a major change and innovation. Another factor included social factors, change
in lifestyle and attitude among the people in Malaysia reflect into the need for Mydin
hypermarket to implement technological innovation through the use of digitalization in the
conduct of business (Seatter & Lozano, 2015). For instance, it has been noticed that people were
adopting technology, preferring online shopping because of leading busy lifestyles.
Technological factors were also major external forces that make Mydin company introducing its
self to online shopping and implementing this major change in the business. For instance, the
availability of advanced technology and use of technology by major competitors in the industry
has led to introducing online business by Mydin hypermarket as well. Moreover, competition is
the largest external force that has led to the company introducing the brand to e-commerce
activities. Amazon is one of the largest e-commerce retailers serving globally. it has increased
the competition level in the industry, due to which Mydin needs to introduce the business with
such a huge innovation and change reflecting through the introduction of an online website for
shopping services availability online (Ford, 2017).
Internal change forces; There were some of the internal change forces that were within the
organization like the mission and vision of the organization, which included becoming the

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leading distributors across the globe. Where in order to gain competitive advantage the company
needed to bring innovation through a business model, which decided to be use of online conduct
(Norman & Verganti, 2014).
Question3 Type of language and conversation for change
Change may have led to a positive result for an organization, on the same hand it may also need
to resistance from employees of the organization as they are in comfort zone while performing a
particular task every day. The change reflects a major disruption in the current activities
performed by employees so it may get some resistance or refusal by the employees of an
organization implementing change. Language and conversation place a vital role in change
management that is to help employees, individuals or organizational teams in support for making
organizational change successful (Doppell, 2017). The language and conversation here reflect
the communication between management or board of directors making the decision regarding the
change in organization and the employees of the company. This conversation in change
management may be followed up with the help of one of the change management theory that is
Kurt Lewis change model. According to this model, three stages of change help management to
successfully implement the change and help employees adapting to the change easily. The three
levels include unfreezing, Change and refreeze (Brown & Cummings, 2016). The first level
includes losing up rigidity and control of the existing process that has been followed in the
organization in order to accept the change by the employees. This may include communicating
employees regarding the necessity of the change that has to be implemented in order to gain
some benefit or attain objectives for an organization and for individual objective as well. Next
level is changing level that is implementing the actual change along with support and providing

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direction to the employees in order to impress proactive participation in change. This stage may
be challenging as people may face some challenges in doing their job as per the new business
models and activities or maybe a new job profile. The last stage is to refreeze the change that
reflects that the organization needs to make that change permanent and become consistent with
the job descriptions. This may also include a stable organization chart a sense of confident and
comfortable level among the employees and a sense of stability while working with new ways
(Green & Cameron, 2015).
Language in change management refers to the communication that is oral, or through the act of
doing and body language. If the company is imposing the change on the employees in more of
the autocratic manner, the rigidity in the body language reflects the resistance by the employees.
However, in case the two ways communication is preferred and the management understands the
needs and requirements of the employees while asking them to implement change would result in
reduced resistance (Carnall, 2018).
Question 4 Reflection
In my opinion, change is one of the vital elements that are essential for an organization and for
the growth of an organization and individual as well. Every process and practice becomes
obsolete after a time span, which has to be improved in order to gain growth and development.
For this change please me to the role and needs to be implemented to gain for the success and
sustain in the market for an organization. However, it is obvious that change resistance could be
found among the employees when the changes made him and are imposed by the management.
For this change, management has introduced to the study of management providing activities or
strategy is to be included by the organization in order to reduce the resistance and increase the

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readiness among the employees to adapt to change (Dosser & Nicol, 2016). According to my
experience, I believe organizational culture is a major element that reflects the resistance or
acceptability in an organization by the employees at the change process. For example, if the
organizational culture is more flexible and allows employees to provide their ideas and thought
process with your superiors or among people in the organization then the innovation and change
will be promoted in the organization. This would reduce the resistance by the employees, as the
idea would have been received from their side instead of just imposing the change, over
employees to be implemented. Other than communication and organizational change, one of the
other factors that i believe is most important in change management is training and development
programs. In order to implement change successfully a company must analyses its internal
competencies that is assessing the requirement of the skills that will be needed in order to
implement change, the need and the current availability of the competencies must be compared
and the gap must be analyzed which is to be filled by the training program. This will also help
the employees to get an opportunity to gain additional skills and implement the new process
easily (Abdulraheem Sal, 2016).

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Conclusion
From the report, it can be concluded that Mydin is a supermarket chain based in Malaysia
founded in 1918. The industry in which the company is dealing with includes a convenience
store, hypermarkets, grocery stores, emporiums, franchises, and supermarkets. The major change
that the company has implemented is going online. According to the news on 2 October 2017
Mydin hybrid market was launching their online services in order to increase the convenience for
their customers. This was the major change as the whole operational process was the change of
the company due to the introduction of two new distribution patterns. The external factors that
have played a major role as forces to introduce this change included Economic factors, social
factors, change in lifestyle and attitude among the people in Malaysia. Competition is the largest
external force that has led to the company introducing the brand to e-commerce activities. There
were some of the internal change forces that were within the organization like the mission and
vision of the organization.
The three levels include unfreezing, Change and refreeze, according to this model. Language in
change management refers to the communication that is oral, or through the act of doing and
body language. Other than communication and organizational change, the other factor that I
believe is most important in change management is training and development programs.

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References
Abdulraheem Sal, M. (2016). The Impact of Training and Development on Employees
Performance and Productivity. International Journal of Management Sciences and
Business Research, 5(7), 2226-8235.
Brown, K., & Cummings, S. (2016). Unfreezing change as three steps: Rethinking Kurt Lewin’s
legacy for change management. human relations, 33.
Carnall, C. (2018). Managing change (1st ed.). oxon: Routledge.
Doppell, B. (2017). Leading change toward sustainability: A change-management guide for
business, government and civil society. London: Routledge.
Dosser, I., & Nicol, J. (2016). Understanding reflective practice. Nursing Standard, 30(36).
Ford, J. (2017). Employee perceptions regarding an organizational change initiative in a state
wildlife agency. Human Dimensions of Wildlife, 22(5), 422-437.
Green, M., & Cameron, E. (2015). Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
mydin. (2019). about-mydin/news/2017/august/02/mydin-eyes-online-business. Retrieved from
mydin: https://www.mydin.com.my/about-mydin/news/2017/august/02/mydin-eyes-
online-business/
mydin. (2019). home. Retrieved from mydin: https://www.mydin.com.my/
mydin. (2019). introduction. Retrieved from mydin:
https://www.mydin.com.my/about-mydin/introduction
mydin. (2019). onlinestore. Retrieved from mydin:
https://www.mydin.com.my/online-store/onlinestore
Norman, D., & Verganti, R. (2014). Incremental and radical innovation: Design research vs.
technology and meaning change. Design issues, 78.
Seatter, C., & Lozano, R. (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(1), 205-215.
thestar. (2019). keeping-it-fresh-for-online-shoppers-hypermarts-new-eshopping-site-offers-
locker-service-as-a-way-to. Retrieved from thestar:

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https://www.thestar.com.my/metro/metro-news/2017/10/02/keeping-it-fresh-for-online-
shoppers-hypermarts-new-eshopping-site-offers-locker-service-as-a-way-to/