Managing the Process of Changes in the Lady Magazine Journal - Essay Example

?Introduction In this research regarding managing the change process, the main role is played by the creative and journalist sister of Boris, Rachel Johnson. Ben Budworth is the owner of Lady Magazine and was executing his company for a very long time. Johnson’s family has been executing and managing the magazine for the last 120 years and therefore it shows that the magazine has been very old. However the magazine has not been successful for the last two decades. One of the major reasons is that the magazine is not changing with the changing environment and therefore it is not meeting the wants and desires of people that they really want to read in accordance with their interest. SITUATION ANALYSIS In this advance and emerged era of globalization, The Lady Magazine was not enhancing its contents creatively that can hold the attention of the readers. It was continuously losing its market share for two decades and was standing on the dying market position with only a circulation of average 31,000 readerships with a segment of age group of 70 and above customers. The magazine never has changed its concept of designing the magazine and it had not made such innovative improvements that can lead them to the scale of prosperity. Ben is now the head of the five member’s board which is consists of five family members. Ben did not have a publishing experience but he deeply realized that the lady magazine desperately needed a new concept and image. He introduced some changes when he became the head of the board, that includes adventure travel trips, full-color advertising and to consternation of some of the more seasoned staff members-a website. Nature of the change The nature of the change was reactive because it was forced by the customer market demand and with the dying market share of lady magazine so it was pressurized by continuous decrease in the market share of lady and the loss of readership. The change was not planned exactly as it was one of the reactive changes made by the Rechal Johnson, the new editor of the lady magazine. She has come up with a new idea by creating a new image and the real women concept which would attract a new market for itself and will create a new target market for the company and it would result in increasing the readership in the other markets. She aimed to double the readership of the lady magazine with her ideas and editing skills along with the concept of a real successful woman. The level of change that has occurred at the Lady Magazine can be referred as Gamma. When an organization makes a paradigm shift, then the level of change is referred as Gamma (Burnes, 2004; By, 2005). The idea and concept has been changed and redefined in order attract higher readers, therefore such a change is being referred as Gamma. Stakeholders viewpoint When these changes occurred, it also captured the attention and interest of the present stakeholders along with attracting new investors as well, because it was a new idea of increasing the market share and generating a handsome profit with a good pace of success. So it holds the investors interest with the perspective of generating more profits with it. The investors always are attracted with new concepts and ideas that can generate handsome amount of money in a short time period (Cameron, & Green, 2012). So the new investors who were attracted by this idea have realized that with this changed idea, the lady magazine will be able to generate a handsome amount of profit for them. Besides investors, the other stakeholders of the magazine are also important (Cummings, and Worley, 2009). Other stakeholders were also excited such as distributors, employees, readers, potential readers, society, competitors, managers and other stakeholders (Martin, 2006). Therefore these changes would influence each of the stakeholders as the company plans to redefine itself (Balogun, and Hailey, 1999). Threats of competitors is always important to analyse (Daft, and Marcic, 2006) and this threat would have increased as with this new idea, the sales and readership of the Lady Magazine were expected to increase. Therefore this would encourage the competitors to take actions as well. Pace and Scope of Change The pace and scope of the change will be analysed using the model presented by Balogun and Hope Hailey (2004). From the above grid, it can be said that the nature of the change was incremental and the end result of the change was transformation. Therefore this change can be referred as Evolution. CONSULT model One of the models that have been used to analyse and implement the change in an organizational structure is the CONSULT model (Senior, and Swailes, 2010). The model has been applied on the case of the change that has been implemented at Lady Magazine. Connect with an issue The first step of the CONSULT model is to connect within an issue or problem (Block, 2011). So the first phase is to identify the problem. The problem has been identified as the decline in the sales of the company. Open the doors In the second phase, new ideas are to be encouraged and analysed so that the better idea can be implemented. So one of the ideas identified and selected, then it will help in solving the problem. The idea of portray the real image of a women has been selected and this would be used to promote and overcome the issue and problem that Lady magazine has been facing. New Understanding Once the new idea is identified that needs to be implemented in order to make the change, then it is important to understand the idea. By understanding the idea, the pros and cons of the idea can be analysed. By doing so, it will help in knowing whether the idea is apporaptie or not. The idea has been analysed as it is a new idea and even new investors have been attracted, therefore the positives of the idea are higher than the negatives and for this reason, this idea has been selected. Specify Needed Actions Once the understanding and pros and cons of the idea are analysed, the required actions would be identified that are to be taken. This would help in knowing and specifying the required and needed actions in order to manage the process of change. Undertake Needed Actions Once the actions are identified, the next step is to undertake required actions that would help in achieving the objectives of making the change and in making sure that the process of change is implemented in the right manner. Locate Gaps Identifying the areas of improvements as the change has been implemented. This stage allows in not only improving the areas of improvements but at the same time in making sure that the process of change has been implemented successfully. Transfer Knowledge Once the process of change has been implemented, the knowledge is transfer and others are made aware about the change and how it has been implemented successfully. Lewin Theory of change management In order to manage the change appropriately, Lewin has proposed a three stage model. Three stages of the model are; freeze, unfreeze and refreeze. This model has been applied on the change that has taken place at Lady Magazine and it will be analysed whether the change has been successful or not. Freeze The first stage of the three stage model is the freeze. In this stage, the change that has been to be taken has been identified and analysed. The current status or situation is changed to a new situation and people have fear in their minds. As the change has become important for Lady Magazine, therefore the management decides to make the change. Unfreeze The second stage, the current situation is changed to a new planned situation by implementing the change. Rachel has made the change by introducing and coming up with a new idea to attract a new market segment. There have been fears still at this point, as people were unaware about the market response. However investors have appreciated this change and therefore they have been attracted to make investment. Refreeze The third stage according to Lewin theory is Refreeze. After the change has been implemented, the new situation becomes stable and normal. People start becoming use to this new state and the readers have welcomed this change. Force Field analysis Another important theory that has been used extensively to analyse the change process is the force field analysis. This theory has been presented by Lewin as well. According to this theory, there are some forces that encourage change. However there are some forces resist the change. So if the resistant forces have higher influence then the change will not take place. On the other hand, if the influence of forces that encourage the change is more, then change would take place. Force field analysis has also been used for the change that has taken place at Lady Magazine. Forces that would resist the change are: a. Change in the philosophy and methods used by Lady magazine b. Fear of new state c. Fear of entering the new market d. Fear of loss of investment Forces that would encourage the change are: a. Better customer satisfaction b. Increase the readership of the magazine c. Coming up with something new for the customers d. Improving profitability and sales As the forces for change are stronger than the forces that would resist the change, therefore the change has taken place. Process content The organization has been reporting a decline in the sales for the last two decades and it has been continuously losing its market share with changing trends and environment. The magazine failed to adapt to the changes that have been taking place in the society. Lady magazine was having a readership of 31,000 people and their age was 70 and above 70 years. So the company and its member were surviving with the dying position of market share market growth. The history of the magazine was 124 years old. The most recent, 72 –year-old Arlineusden, was gently nudged aside the two months ago, after 18 years at the Helm. However, she will stay on as editor-at-large. Rachel Johnson started the change process by first analyzing the huge selling point, which she says appealed to her in it, is the fact that Nancy Mitford worked in the magazine and she was one of the Rechel’s favourite authors. Stella Gibson, wrote cold comfort while working there as an assistant editor. Rechal already lined up a number of new, big name contributors. What the lady does at this moment is to remind people about how old they are and how they are maintaining in the market for the last 120 years. Even today many old people see the Lady Magazine as a relative youthful. According to Rechal, the management of Lady Magazine has to reflect that back to the people and readers. It seems as if every page features picture of Stannah Stairlifts or incontinence pads and pieces about planning for funeral. Such ideas are really good of putting for a generation of older people who still prefer going to concerts and live very active and energetic lives and wants to enjoy every moment of their lives. Such people also want to take adventure holidays and are also interested in current affairs. Moreover, these people are always ready to adapt changes in the environment with the purpose of being always updated with the change in the society. Approach to Change Management Change Phase Model presented by John Kotter (2006) has been one of the renowned models used in change management. So in order to analyse the approach adapted by the consultant , change management model or change phase model has been implemented. The change management model presented by Kotter is based on 8 steps: 1. Establishing a sense of urgency. 2. Create a coalition. 3. Develop a clear vision 4. Share the vision. 5. Empower people to clear obstacles. 6. Anchor the change. 7. Consolidate and keep moving. 8. Secure short term wins (Kotter, 2006). Establishing the sense of urgency: In first step, the reason that has been developed by Rechal iswhy the lady magazine is losing its market share continuously or not increasing its market share. So the reason realized is that the problem is to not adapt and change with the changing environment. Create a coalition: In second step, she recreated the concept of working in a team on different aspects and developed a team with a new concept of working with generating new ideas of writing. Develop a clear vision: In order to improve the current situation, she developed target of increasing the readership of the magazine twice which was at that moment around 31,000. Share the vision: In fourth step, Rechal shared her vision with the other members of the company including the employees of the company. Different important aspects have been shared such as what role the company will play to achieve that target, and what action plans would help in accomplishing the goals.. Empower people to clear obstacles: She empowered people of the company to work without obstacles and think creatively in working projects to make the lady magazine successful. Anchor the change: In sixth step she implemented her thoughts and ideas in to the company to bring the positive change and guide the employees on how to adopt this change and what would be the role of each individual in this process of change and how they contribute successfully to bring this change. Consolidate and keep moving: In seventh step she communicated with the team to consolidate with the new implemented ideas of changing the concept of the magazine and move with a competitive pace in the market to develop a strong brand image in the consumer’s mind. Secure short term wins: In the eighth step she pointed that the company should divide the goals into short term goals. Moreover, by working in an effective and efficient way to achieve the short term targets and the company would be able to achieve the objectives in the long run. Effectiveness of the change In order to analyse the effectiveness of the change, it is important from the change agent or the management to go through the following four steps: a. Identify and recognize the changes in the business environment b. Make required changes and adjustments in the best interest of the organization c. Training the employees regarding the changes d. Gaining support from the employees of the organization (Anderson, 2010) Therefore the above mentioned four steps would be analyzed on the changes that have occurred in the Lady Magazine. Rechal Johnson was the fresh editor of the lady magazine. She came up with a new thought by creating a new reflection and the perception of a real woman which would attract a new market for the magazine. This would also allow the company to expand its market and increase its distribution in other markets. She had realized that the viewership of the magazine has been very restricted and in order to increase the sales and readership of the magazine it is important to bring some change in the magazine. Therefore she had followed the first step that is required in order to make the change effectively. She was intended to double the readership of the lady magazine with her thoughts and editing skills and with her perception of a real successful woman.. When these changes have occurred, the magazine was able to capture the interest and attention of the stakeholders of the company along with attracting new investors. A new thought of increasing the market share was introduced and therefore it generated attractive profits. Before making these changes, Rechal took the required steps as she analysed the needs of the markets and then formulated the strategy to portray the concept of real women. This engaged and attracted other stakeholders including investors as well. Therefore this helped in creating hype and in promoting the concept of a change about the Lady Magazine. Rechal was managing the change and she was the main individual involved in the change. Moreover, she had been recruited of late at the Lady Magazine therefore there was not so much need for training. Thus, this step of the effective change management can be neglected for this case. The fourth step of effective change management is to gain support from the employees of the organization. Communication is one of the most important means through which support of the employees can be gained. Rachel communicated with team to consolidate with the latest implemented thoughts and ideas to shift the perception of the magazine and to shift with an aggressive rate in the marketplace to build up a strong brand icon in the customer’s mind. Rechal pointed that the business must catch the short term attractive profits by the accessibility and exploitation of resources with the execution of thoughts. And working in an efficient and competent way to accomplish the targets and execute the association in the long run of success. Corporation should build back their preceding image which was leading in the target market. Therefore these techniques helped Rechal to not only gain the support of the team but in making sure that the change is implemented appropriately and the objectives of the change are achieved. Justification When the market share of lady magazine was declining for the last two decades it was important to make the correct decision on that dying market stage of the magazine. Rechal had introduced the most suitable idea at that stage of changing the concept of the magazine. The idea was successful in increasing the sales of the magazine and the company earned better revenue than previous years. The results from the change prove that the change has been successful. In the later half of the year 2008, the sales have increased to 26,322 which have increased from 23,000. Moreover, a temporary editor was hired in the first half of the year 2009 and it helped in further increasing the sales up to 28,721. So therefore the idea of increasing the sales with the change justify that the change implemented by Rechal has been successful and it has helped the declining sales of Lady Magazine to improve. conclusion Lady magazine has been executed by Johnson family for the last 120 years. However, they have not been successful in managing the magazine particularly in the last two decades as the sales have been constantly declining. The magazine has been constantly losing its market share as well as its readers. Therefore it was important for the magazine to change and come up with a new idea to attract and retain the readdress. In addition to this, the readership of the magazine had been restricted only to a particular age group. So Rechal came up with a new theme and a new idea to target to attract a new target segment as well as come up with new way to attract and retain the existing consumer group of the company. The nature of the change was reactive because it was forced by the customer market demand and with the dying market share of lady magazine. So it was pressurized by a constant decline in the market share of Lady Magazine and the loss of circulation. The change was not planned exactly and the change was initiated by the Rechal Johnson who was appointed as the new editor of the Lady Magazine. She came up with a new idea by creating a new image and the concept of portray a real women which would attract a new market for the magazine. While these changes occurred, it also captured the interest and interest of the stakeholders of the magazine. Moreover, it also helped the magazine in attracting new investors, as it was a new idea of increasing a market share and generating handsome profits. After making the change, the sales of the magazine have increased and therefore it can be said that the change was implemented and managed appropriately and therefore it resulted the magazine to achieve its objective of increasing sales. References Anderson, D. (2010). Beyond change management: Advanced strategies for today's transformational leaders. San Francisco: Jossey-Bass/Pfeiffer. Balogun, J., and Hailey, V. (1999). Exploring strategic change. Prentice Hall Burnes, B. (2004). Managing Change: A Strategic Approach to Organisational Dynamics. Harlow: Prentice Hall. By, R. (2005). 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