Crown Institute: BSBINN601 Change Management Report - Samson Media

This report provides a comprehensive analysis of the change management strategies implemented at Samson Media, a publisher of a fashion magazine facing declining readership and financial challenges. The report outlines the objectives of the new CEO, which include digital transformation, cost reduction, and restructuring. It details the rationale and vision for change, emphasizing the need to adapt to the digital landscape, improve profitability, and enhance the company's public image. The core of the report applies Kotter's 8-step model of change management, detailing each step from creating a sense of urgency to integrating change into the organizational culture. It also discusses the benefits of organizational change, such as growth and improved efficiency, as well as the barriers to change, including employee resistance and communication issues. Finally, the report presents strategies for overcoming these barriers and ensuring a successful transformation, emphasizing communication, participation, and team building. The analysis includes references to academic sources supporting the change management strategies.

Change management

Current condition of Samson media
•Publisher of up market fashion magazine
•The age of readers around 35 – 54-year-old women.
•Decreased readership
•Most of the customers are switching to digital
media
•Lowering profit margin
•Decrease in share price

Objectives of new ceo
•To increase the capital by 8% within years
•Making significant transformational change
•Converting all the magazine to digital platform
•Closing both printing and distribution site
•Acquiring cost effectiveness
•Restructuring the head office
•Moving from permanent staff to contractual
staff

Objective of Samson media
•To transform towards digital landscape
•Restructure the head office
•Transform towards new digital magazine
•Focus on multiple factors such as health and
beauty, fashion and celebrity gossip
•Increasing the rate of subscribers

Rationale and vision of change
•To transform the organization to a desired state
•To improve rate of profit margin
•To increase the rate of leadership
•To access digital platform
•To accelerate the degree of recognition
•To establish standard of excellence
•To improve the status quo
•To energize people

Kotter’s 8 steps model of change management
_ Sense of urgency
•To generate the need of change
•To figure out threats (Lozano et al. 2016).
•To develop scenarios about what is going to
happen in future
•To examine the opportunities
•To offer the staffs with dynamic and
convincing reasons to initiate change
•To request support from customers and
external stakeholders (Beaury et al. 2020).

Kotter’s 8 steps model of change
management_ Build powerful coalition
•To figure out right change agent
•To identify true leader and effective stakeholders
•To generate emotional commitment among
above mention people (Schmidt et al. 2017).
• To work on team building
•To check areas of weakness among people and
ensure good amalgamation of people
•To align staffs from different departments of the
company (Hayes 2018).

Kotter’s 8 steps model of change
management_Developing vision and strategy
•Developing the value that are important for
change
•Develop the summary regarding the future
state of the organization (Cameron and Green
2019).
•Develop strategy that can execute vision
•Transform strategy among the team members
•Practice vision speech (Doppelt 2017).

management_COMMUNICATING THE
VISION
•Communicating the vision of change among the
team members
•Addressing the concerns and anxiety of people
(Pugh 2016).
•Applying the vision in all aspect of operation
•Conduction of training on the basis of perception
of team members
•Handle concern with empathy and honesty
•The vision must be adopted across the
organization (Lewis et al.2016).

Kotter’s 8 steps model of change
management_remove obstacles
•Ensuring appropriate placing of organizational
structure and process
•Aligning the structure and process with
organizational vision (Cummings et al. 2016).
•Checking the people, who are confronting
change on regular basis
•Rewording people, who are supporting the
process
•Hire change leaders, who are entitled for
initiating change (Stouten et al. 2018).

Kotter’s 8 steps model of change
management_create short term win
•Short term win must be developed in the early
change process
•This is the way of giving a feeling of victory (Van
der Voet and Vermeeren 2017).
•Many short term targets must be created
•Acknowledge the contribution of people towards
the success of project
•Analyze the potential pros and cons of target (Al-Ali
et al. 2017).

Kotter’s 8 steps model of change management_
Build on change
•Achieving continuous improvement by
evaluating success stories
•Improving individual experiences from team
members (Domingues et al. 2017).
•Setting goal for building moment continuously
•Practice continuous improvement
•Keeping idea fresh by hiring new change
agent (Dawson 2019).