Organizational Change - Essay Example

Organizational Change al Affiliation) The volatile nature of markets today man s the use of innovative and creative management strategies that allow a business to have a competitive advantage over other forms in the industry. As the sales and marketing director of a small business (Sea Creatures) with a diminishing customer base, low sales and profit margins, which have contributed to the staff reductions and closure of stores, an innovative strategy is required to ensure that the company, which has had a loyal customer base for fifty years is not closed down permanently.

In a highly evolved and linked global market, there is need to adapt in accordance with the changes and in this instance, the company needs to be at par with the evolving times, especially in reference to the sale of aquarium decorator items, which can be found on an online platform. Such items are no longer purchased on a face by face basis and one of the key change platforms has to involve improving the company’s online presence and accessibility. However, I will discuss a more comprehensive change model which will encompass a variety of steps necessary to make Sea Creatures profitable again.

Due to the nature of the business and the changes needed for Sea Creatures to be profitable again, I would have adopted Kotter’s change model, since it adequately covers the steps needed for a small business to completely rebrand itself like the way Amazon did. One of the first steps is cultivating the need for change, which I would have done by informing and the manager of the dire need for changes, so that the personnel can be motivated to be innovative and identify the ideal changes necessary for the business.

At this stage, identifying the company’s main competitors is crucial. As the marketing and sales director, I would conduct a SWOT analysis of the company, where I would list the strengths, weaknesses, threats and opportunities available to the company. For example, I would identify the strengths of the company as its loyal customer base, good customer service and the number of retail stores, while its weaknesses would include a reducing customer base, closure of the company’s stores, reduced staff and low sales volume.

Under threats, I would list online marketing forums like e-commerce and big retail stores, while I would identify the company’s opportunities as an expanding online market. By identifying these factors, I would be better placed to comprehensively discuss the matter with all the relevant stakeholders and how to help the company utilize its opportunities, such as adopting internet intensive measures to attract online customers and entice existing customers. At this stage, adequate preparation is compulsory in order to achieve the desired results.

According to Kotter et al., the next stage involves ensuring that there are open discussions between the owner(s) of the company, staff and even customers, in order to develop a comprehensive framework for the change model. A team should be formed, which is primarily responsible for overseeing the change model from a conventional business set up to a modern model, based on expanding the company’s website where the sale of living sea creatures such as sea turtles and tropical fish will be sold, essentially as the company’s main long term strategy.

It is also vital to identify the company’s short term strategy, which is tasked with curtailing the immediate effects of the company’ s weaknesses and would include selling the underutilized aquarium decorators that have been stored in a costly warehouse and which would raise the capital for funding the requirements for an internet reliant company (Kotter, 2002). I would ensure that the stakeholders of the company understand that the only way the company can be revived, as a profitable firm, is by modernizing the activities of the company.

This would be achieved by conducting transactions via the company’s website and other online platforms. I would ensure that the company’s resurgence via the online platform is highlighted in social media, so that the base for potential customers can be increased. In addition, I would ensure that the company website’s layout and design is modified to reflect a more modern look, coupled with the adoption of color contrast in the website for appeal. The remaining retail stores would also adopt an urban outlook such as the one used by Apple stores.

Simplicity and class is key. Therefore, I would ensure that the company’s employ’s an interior designer to improve the outlook of the store, which can be both a short and long term strategy. Mind you, a well presented store, may be an indicator of prosperity, which may attract investors. I would also make sure that the strategy and vision adopted by the firm is communicated to all the relevant parties, so that they can participate in the development and implementation stages to minimize complaints.

By integrating all the essential parties, there is less risk of complaints and sabotage. The changes would also be made in all the organization’s structures, from top level management to the auxiliary staff to ensure its ultimate success. To make sure that the employees are motivated, I would develop small term goals as the organization adopts the transformation changes, such as awarding employees with the most brilliant ideas or employees who have offered the best online customer service. Even though I would expect some backlash from the older generation in the company, I expect that by incorparting everyone in the process, including the management, I would have ensured a smooth transition.

According to Kotter et al., the only way to foster long term growth is by incorporating a culture of innovation and creativity at the company, which can be achieved by promoting employees with the most innovative ideas and also by publicly awarding staff who have been fundamental to the system change (Kotter, 2002). Reference List Kotter, John P, and Dan S. Cohen. (2002). The Heart of Change: Real-life Stories of How People Change Their Organizations. Boston: Harvard Business School Press. Print.