Final Term Paper - ORGANIZATIONAL CHANGE MANAGEMENT 2...

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ORGANIZATIONAL CHANGE MANAGEMENT 2 Organizational Change Management Change Event: Company Rebrand The organization I choose to analyze is called Scanet Group. ScanetGroup is a transport and logistics company that started out with transporting goods using trucks within the country. The company plans to undertake some major changes in its structure and public representation. Over the years, its services have grown and expanded to include air cargo and freight services, container freight storage and port services, clearing and forwarding, cargo and warehousing services. However, only a section of the market knows that they offer such services. A market survey done established that most potential customers view the company as a freight company instead of an overall source to doorstep logistics provider. As a result, the customers chose to contract other companies that offered overall services without the need to change their suppliers for every service. This meant that the company was losing out on a large potential market and consequently millions of dollars in profits. Subsequently, the lack of information regarding the company led to a low morale in the employees which in turn led to poor customer service, delays in delivery of services and high costs in demurrage at the storage facilities. The board of directors and company leaders saw the need for an overhaul change in the company to prevent it from plunging into insurmountable debt and subsequent foreclosure. After intense deliberations and consultations, it was decided that rebranding the company was the best way forward. This will mean radical changes will be undertaken within the organization as well as a complete turnaround in its public image. The rebranding process is set out to begin in the last quarter of the year with an internal rebrand within the organization before the public launch of the new brand takes place.
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ORGANIZATIONAL CHANGE MANAGEMENT 3 This will involve a change in the company’s core values, mission and vision statements, goals, company’s strategic plans, standard operative procedures, customer relations procedures, corporate colors and company logo. The players involved will be the company’s leadership, the brand and public relations department, the public relations agency and brand consultants. Kotter’s Phases of Change Management Change management is the identification of the need for change and the implementation of the requisite steps to achieve the identified change (Barnard & Stoll, 2010). Change management is undertaken through change models. A change model is a standard way of implementing change which follows a number of sequences and has designed roles for all stakeholders involved in the change. The model chosen to analyze the change event is the Kotter’s Phases of Change Model.
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