Assignment Sample on Management Report
Introduction
Change management is essential for any organisation as it allows flexibility of organization for changing their process for the sake of their new businesses. This study has chosen Amazon Prime for analysing their change management. Reflection of the change process, recommendations and Lewin’s change management models are discussed for determining their change management.
Change Process
Amazon is a renowned retailing company whose headquarter is in United Kingdom. Recently, Amazon has started “Amazon Web services” for mitigating their issues like high level of infrastructure cost (Amazon, 2021). By initiating this web service Amazon has surprisingly gained a huge amount of profit. Amazon has also developed an ecosystem in their products as well as their services for their prime members. However, It has been determined that Amazon has been facing radical changes within their organisation as per the basis of requirements for their new businesses. As per the views of Avdeeva et al. (2021, p. 01003), infrastructural change, change in leadership models as well as change of stakeholders are necessary for starting a new business within an existing company. As a result, Amazon has modified these factors for the sake of improving their new businesses. It has been asserted by Karaxha (2020, p. 24), a Company would be benefited by changing their leadership and management styles, involved stakeholders as well as operational methods for this new business. On the other hand, they also have redeveloped their leadership and management models according to their new business requirements. It has thereby been asserted that Amazon’s change process has helped this organisation in benefiting within their new business.
Critical Reflection on Change Process
Application of Lewin’s Change Management Model
Unfreeze
For improving their new business, Amazon has modified leadership and management models and their involved stakeholders. It has been referred to by Güntner et al. (2019, p. 130), change management is vital for a new business within an existing company as it ensures excessive profit as well as increment in brand value within an organisation. As a result, it has been understood by me that in earlier times, stakeholders of Amazon were only the suppliers of raw materials. As per the basis of change management they have involved new stakeholders in delivering goods to customers. I have found that in recent times they have included a chain of stakeholders for acting like a bridge between customers and company. On the other hand, they have modified their leadership and management models for maintaining flexibility within their change process so that leaders and managers have effectively managed the change works.
Freeze
Amazon has modified their operational methods for improving sales growth of this new business. As included by Burk (2019, p. 92), operational methods are the key factors as per the basis of the change process as it needs to be different for any individual business as aims and objectives are not identical in any business. It has been found by me that operational methods have been modified by Amazon effectively for gaining profits on new business. I have realised that previously, they have utilised customer oriented operational methods and in their new business, they have operated their work for distributing customer oriented as well as market oriented products. They also have involved an advanced level of technologies like cloud services and “Internet of Things” for effectively benefiting their new business.
Refreeze
It has further been understood by me that Amazon has retained their financial budget. It has been stated by Kipande (2019, p. 180), financial budgets are needed to be changed in new businesses of an existing company. Since operational methods, involved stakeholders and other factors which are responsible for finance expansion are different for this new business so that Amazon would be benefited within their new businesses by modifying financial budgets.
Application of Gibbs Reflective Cycle
Description
Amazon has conducted their change process for improvement within its new businesses. I have understood that Amazon has initiated their web services and they have gained profit within this new business. It has been described by Bel et al. (2018, p. 10), for gaining profit in new business, an existing company needs to involve modifications in key factors like stakeholders and target customers. Amazon has changed these to improve their new business. By executing this change, it has been analysed by me that Amazon has been able to increase its sales growth by 40% (Amazon, 2021). It has thereby been asserted by me that Amazon has benefited by conducting this change process for the requirements of their new business.
Feeling
During this change process, I have realised that Amazon has been benefited by modifying their stakeholders as well as target customers. They also have involved an effective supply chain of stakeholders for delivering goods to customers. It has been discussed by Sroufe et al. (2017), identification of customers is an essential factor before initiating a new business as it allows a company to target them. I have found that Amazon has targeted young people and women who are likely to be fond of online marketing as well as unable to manage time for shopping. However, according to me, Amazon has failed in modifying financial budgets which would tend to deliver low efficiency of products to customers.
Evaluation
Amazon has modified their operational methods as well as their communication system. I feel that, these were the good things for this new business as these ensure this company is effectively delivering products to customers within time. It has been noted by Kim and Chung (2017, p. 382), effective communication systems like apps and email have been involved by a company for communicating with stakeholders and customers who belong from different regions. It has also been evaluated by me that Amazon has faced issues like lack of financial budgets and lack of flexibility in leadership and management. As a result, Amazon has not been able to modify its process effectively which is a negative indication for this new business as this business would face low efficiency of work among employees as well as customer dissatisfaction.
Analysis
Modification of operational methods and communication systems have helped Amazon in increasing customer satisfaction level, effective time management as well as product availability within their new businesses. It has been depicted by Levovnik and Gerbec (2018, p. 125), modification in operational methods enable a company in increasing their innovativeness and identifying customer preferences. On the other hand, effective communication systems ensure them to maintain effective relationships with stakeholders as well as customers of different countries. It has been determined by Kim and Chung (2017, p. 380), lack of flexibility in leadership and management has affected a new business by decreasing efficiency of work and mishandling of products. Lack of a financial budget has harmed them by the inability in meeting customer demands.
Conclusion
It has been realised by me that Amazon would need to mitigate their issues of lack of flexibility in leadership and management and lack of financial budget. According to me, they would be benefited by eradicating their problem regarding lack of flexibility in leadership and management by implementing several types of leadership and management styles like democratic and authoritarian styles. They also would avoid a lack of financial budget by involving investors as well as maintaining steady cash flow within the company.
Action plan
I have found that Amazon would be benefited by implementing leadership and management styles by adopting different types of leadership and management models like Transactional model and Mckinsey’s 7s model. On the other hand, in my opinion, they would attract their investors by launching innovative products on a rapid basis.
Recommendations
Smart Objectives
| SMART Objective 1: To improve my flexibility in changing process in future | |
| Specific | ● I would work within a company as an internship for gaining practical experience. |
| Measurable | ● I need to attend training to develop their flexibility.
● I also would be benefited by taking professional help for determining their effective styles for improving their work efficiency. |
| Attainable | ● I would be able to improve their efficiency within work.
● I would take effective decisions for solving problems during the change process. ● I would manage partnership and collaborative work effectively during the change process. |
| Realistic | ● I would be effective by increasing work efficiency within the change process of my future organisation.
● I would be able to provide a smooth conducting project work without having any disruption within my future company. |
| Time bound | ● It would take three to four months to improve. |
Smart Objective 1
| SMART Objective 2: To improve my budget management skill | |
| Specific | ● I need to handle the finance department in an event or a company for improving budget management skills.
|
| Measurable | ● I would be required to attend training for developing this skill.
|
| Attainable | ● I would be effective by handling the budget effectively in my future jobs.
|
| Realistic | ● I would be effective by gaining financial as well as reputational benefits within my future organisation. |
| Time bound | ● It would take six months to improve. |
Smart Objectives 2
Reference list
Amazon, 2021, Official website. Available at https://www.amazon.com/ [Accessed at 29 April 2021].
Bel, R., Smirnov, V. and Wait, A., 2018. Managing change: Communication, managerial style and change in organizations. Economic Modelling, 69, pp.1-12.
Burk, J.E., 2019. The Only Constant is Change: Developing a Compelling Story to Enable Organizational Transformation. International Journal of Knowledge, Culture & Change in Organizations: Annual Review, 19(1), pp. 90-95.
Güntner, A.V., Endrejat, P.C. and Kauffeld, S., 2019. Guiding change: using motivational interviewing within organizations. Gruppe. Interaktion. Organisation. Zeitschrift für Angewandte Organisationspsychologie (GIO), 50(2), pp.129-139.
Karaxha, H., 2020. The Importance of implementing changes in organizations. International Journal of Economics and Management Systems, 5., pp. 23-25.
Kim, J.S. and Chung, G.H., 2017. Implementing innovations within organizations: A systematic review and research agenda. Innovation, 19(3), pp.372-399.
Kipande, C.W., 2019. Implementation of strategic change management by organizations. International Journal of Advanced Research in Management and Social Sciences, 8(4), pp.173-187.
Levovnik, D. and Gerbec, M., 2018. Operational readiness for the integrated management of changes in the industrial organizations–Assessment approach and results. Safety Science, 107, pp.119-129.
Sroufe, R., 2017. Integration and organizational change towards sustainability. Journal of Cleaner Production, 162, pp.315-329.
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