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RTO NO. 0275CRICOS PROVIDER NO. 03020E
BSBEBU501A
BSBMKG502BAdvanced Marketing
Lesson 4
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Assessment 5: Taylor Stitch Case Study (2.5mins)
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Assessment 5: Taylor Stitch Case Study
1. Identify and exlain at least fi!e (5) or"anisational culture chan"e issues that are li#ely to ha!e been faced by this
comany from its incetion as a bric#s n mortar store to transitionin" to an e$business.
This is about the eole side of chan"e (not the hysical ie: soft%are etc)
&ain ideas from:'otters * Stes to chan"e'+hy eole resist chan"e
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Kotter’s 8 Steps
Step 1 – Create Urgency
Why do you thi! "e eed to #$eate the %e%e
that #hage i% u$get&y eeded'
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Step 2 – Form a PowerfulCoalition
What "ou&d happe i( oe o( the o"e$%)e*e#%
"a% ot o +oa$d "ith a #hage'
Need po%itioa& po"e$, e*pe$ti%e, #$edi+i&ity, &eade
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Step 3 – Create aVision
What i% !ey to #$eatig a good i%io'
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Step – Communicate t!eVision
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Step " – #emo$e%&stacles
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Step ' – Create S!ort()erm *ins
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Step + – ,uil- on C!ange
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Step 8 –
.nc!or C!anges intoCorporate Culture
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+hy eole resist chan"e
' Discomfort it! "ncertaint#$fear of t!e "nknon
' %erceived negative effects on t!eir on interests (lose somethin")
' Attac!ment to t!e esta&'is!ed a#s of doing t!ings (li#e thin"s the %ay the are)
' Lack of conviction t!at c!ange is needed (dont see need)
' Be'ief t!at t!e (ro(osed s(ecific c!ange is ina((ro(riate (%ron" solution)' %oor e)(erience of c!ange management in t!e (ast (cynical)
' *ear of not &eing a&'e to 'earn +Learning An)iet#,
' *ear t!e# i'' 'ose t! eir -o& +S"rviva' An)iet#,
Think about this change – it’s a move from low tech to more high tech culture, so what other factors could affect this change?
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Assessment ,: Taylor Stitch Case Study
2. -roduce a basic chan"e lan to mana"e emloyees %ho are resistin" the mo!e to eusiness or ne% technolo"y by identifyin" and exlainin" rele!ant strate"ies and/or actions that
%ill minimise resistance and/or "ain accetance for chan"e.
0o% to ans%er:
Aly a frame%or# e": otters * Stes or e%ins , Stes
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urt e%ins odel
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urt e%ins odel
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urt e%ins odel
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Assessment ,: Taylor Stitch Case Study
Steps .ction (list one or two points)C$eateu$ge#y
o&d a #opay eetig %#a$e peop&e a+out ot#hagig
6o$ apo"e$(u&#oa&itio
Se&e#t a %a&&, %pe#i# tea to #hapio the #hagead #oui#ate po%itie% ($e8uet&y
C$eate ai%io
9%! the #oa&itio to #$eate a i%io %tateet th$ough#o%u&tatio
et#
Kotter’s mo-el e/ample0
ewin’s mo-el e/ample0
Steps .ction (list one or two points)
:($ee;ig Coui#ate the #hage ad "hy it<% eeded
=otiate ep&oyee% "ith e" >PI% ad i#etie%
=oig =oito$ >PI%, #e&e+$ate i#etie% a#hieed T$aiig
Re($ee;ig Chage $e#$uitet ad t$aiig p$a#ti#e% to %uppo$te" %tatu% 8uo
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Assessment ,: Taylor Stitch Case Study
/2. %S *3 %ASSG
' :%e a ta+&e (o$at %o it<% ea%y to $ead' =a!e %u$e you hae %ee$a&, $e&eat
poit%)a#tio% ude$ ea#h %tep o( you$ +a%i#
#hage p&a' 9pp&y it to Tay&o$ Stit#h ad to the %#ea$io
o( a #opay oig ($o &o" te#h to highte#h
' 9%%ue the #opay i% 8uite +ig &ot% o(ep&oyee%, &ot% o( age% ie? ot @u%t 3 guy%
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Assessment ,: Taylor Stitch Case Study
. dentif# and e)('ain at 'east t!ree +, !ardare and t!ree +, softare
re6"irements for a#'or Stitc! to im('ement t!eir eB"siness strateg#
What ha$d"a$e Aphy%i#a& #oputig a%%et%B doe% the o$gai%atio ee1.2.3.
What %o(t"a$e doe% the o$gai%atio eed'1.2.
3.