Hey, is anyone able to help me out with this question? Would be greatly appreciated
"With reference to a business case study from the past four years, outline the driving and restraining forces for change in that business and explain how the business has used Lewin's Three Step Change Model to plan for new business opportunities in domestic and global markets." (10 marks)
Quite a rough answer. I think I nailed the first part of the question (forces) but found it a little tricky to smoothly include and explain the second part. Please provide any feedback
During 2017, Foxtel lowered the price of their Foxtel Now service and closed their streaming service Presto. In order to initiate and implement this change, Foxtel had to combat restraining forces; the people, activities and structures opposed to business change and improvements and maximise their driving forces; the people, activities and structures in support of business change and actively work to make change possible.
One driving force that acted upon Foxtel is managers. The managers of Foxtel were in support of the changes, after monitoring a loss of profit and market share, particularly due to the increased popularity of rival steaming services Netflix and Stan. Therefore, the managers acted as an enabler for change, actively supporting, leading, influencing and directing stakeholders whilst the changes were explored and implemented. Another driving force that acted upon Foxtel was competitors. Foxtel's main competitors were Netflix and Stan, both of which were increasing their market share, reducing Presto's competitiveness and subsequent profitability. Foxtel responded with change, by closing the service and amending their current service Foxtel Now, as they did not believe that their current business model was successful.
One restraining force that acted upon Foxtel is its employees. During times of change, employees whilst critical to the implementation of change, may be confused as to why the change is implemented or feel as if their security is threatened. In the case of Foxtel's closure of Presto, many employees were opposed to the change due to the inevitable restructuring that would occur due to the loss of jobs. Another restraining force that acted upon Foxtel was organisational inertia. This is a businesses failure to respond to the external environment, instead opting to continue in its entrenched way. Due to the fact that Presto had been active for several years and heavily marketed, it was difficult for the managers of Foxtel to scrutinise the product and understand that change was necessary for Foxtel's overall competitiveness and longevity.
By implementing these changes, Foxtel was exploring new business opportunities domestically and globally through research and development. In doing so, Foxtel conducted a through investigation, ensuring that the change would benefit the competitiveness of the business and aid in the achievement of future business objectives. Subsequently, Presto was closed and development ensued to ensure Foxtel Now was at a high standard of quality for consumers. By implementing Lewin's three step change model, Foxtel was able to build momentum towards the change, ensure a smooth transition whilst the change was implemented and ingrain the change in their culture and business model. Firstly, Foxtel had to challenge the status quo. This was achieved by preparing their employees for change, particularly the employees of Presto who were most effected by the proposed changes. Foxtel ensured that its employees were aware of the changes importance and the steps that would be taken to achieve said changes. Secondly, Foxtel began the unfreezing stage. This was evident when Foxtel announced the closure of their Presto service and began implementing amended Foxtel Now packages for consumers. During this stage, support was provided for employees that found the change difficult and needed guidance. Finally, Foxtel began the refreezing stage. This stage saw the total closure of the Presto streaming service and the reduction in price for Foxtel Now. These changes became the norm and were ingrained in Foxtel's culture and business model. Additionally, Foxtel remained open to the possibility for future adjustments if necessary, highlighting an increased focus on proactive change in the future. Foxtel also continued to support its employees, especially those who were retrenched, through the implementation of outplacement services, assisting employees in finding alternative roles outside of Foxtel.