Rebranding and Management

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					Change Management
What is change
management?
• A structured approach to
  changes within a business
• Refers to the people side of
  change – managing the effect this
  has on individuals, teams and the
  consumer
   The benefits of change

• Rejuvenation
• Progress
• Innovation
• Growth
     Resistance to change
• Cost
• Management being ‘stuck in their
  ways’
• Employee concerns
  –Redundancy
  –Need for new skills
  –Affecting career prospects
   Gas & Gear

Changing the face of
       retail
      Sources of change
• External
  –Economic
  –Financial
  –Geographic
  –Social
  –Legal/Regulatory
  –Technological
• Internal
   –Technological
   –New business culture
   –Rebranding
   –Structural change
BOC’s sources of
    change
• Changing customer expectations
• New customer product needs
• Outdated
    Managing change effectively
•   Identify the need
•   Develop a vision and strategy
•   Communicate the change to staff
•   Create a culture of change
•   Set achievable goals
•   Look at the results and plan for the future
How did BOC undertake these
          steps?
        Identify a need
• Market research
  –Compelling design
  –Designed for customer and staff
   efficiency
  –Standard, consistent design
  –Changing product needs
Develop a vision and strategy
• To become a benchmark for retail
  excellence within BOC
• To become a leader in the South
  Pacific region
           SWOT diagram
Strengths              Weaknesses
•Safety products       •Limited staff training
•Extensive product     •Retail & CS skills weak
range                  •Stores need a full
•Excellent technical   makeover
expertise
Opportunities          Threats
•To develop better     •Competitor activities
product offering       •Changes in business
•Match G&G to market   processes
needs
       Set achievable goals
• Develop a new branding strategy and
  renovate stores
• Review store operating procedures
• Display a carefully chosen and consistent
  product line
• Implement a staff training program
• Encourage CS standards
• Align all stores to a positive cultural fit
Leadership and change

 Need for strong leadership
      Leadership styles

• Classical-scientific
• Behavioural
• Political
      Classical-Scientific

• Autocratic – ‘What I say goes’
• Traditional
• Planning, organising,
  controlling
• Division of labour
         Behavioural

• Leading, motivating,
  communicating
• No multi-layered hierarchy –
  team structure
• Participative/democratic
           Political

• Negotiating and bargaining
• Coalitions
     BOC’s leadership strategy –
           BEHAVIOURAL
• Hands-on
• Feedback and questions encouraged
• Senior management visited stores
  and worked with staff
  Communication – creating a
     culture of change
• Company meetings
• Direct reports communicated
  information to teams
• Feedback and questions
  encouraged
• Staff upskilled
 Look at results and plan for the
             future
• Continued monitoring of progress
• Staff surveys show high
  engagement rate
• Continuing upskilling of staff
www.afrbiz.com.au

				
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posted:8/2/2011
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