Assessment I - Organisational Change
Assessment I - Organisational Change
Assessment I - Organisational Change
1_v3
Details of Assessment
Term and Year Time allowed 7 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type Change Management Project Plan and Presentation
Due Date Week 7 Room Zoom
Details of Subject
Qualification BSB60420 Advanced Diploma of Leadership and Management
Subject Name Organisational Change
Details of Unit(s) of competency
Unit Code (s) and
BSBLDR601 Lead and manage organisational change
Names
Details of Student
Student Name
College Student ID
Details of Assessor
Assessor’s Name ROBERT CUTULI
Assessment Outcome
Assessment
Competent Not Yet Competent Marks /100
Result
Feedback to Student
Progressive feedback to students, identifying gaps in competency and comments on positive
improvements:
2.1 Assign resources to the project and confirm reporting protocols with relevant
stakeholders
3.2 Identify and respond to barriers to the change according to risk management
plans and organisational objectives
ASSESSMENT BRIEF
Note: The organisational details used in this assessment have been mostly sourced (and to some
extent paraphrased) from the organisation’s website and other relevant external sources. The
information used here is solely for educational purposes.
This assessment comprises both the project plan report and presentation as a summative
assessment. You are required to prepare a change management project plan and perform a
presentation to communicate and educate the change management plan. To complete this
assessment, you are required to follow the reporting structure as provided to complete the change
management plan (PART A) and communicate using a presentation of your plan (PART B).
To demonstrate competency will be working towards facilitating a change management within the
simulated organisation or the program management you are involved in. To lead and mange change
you will be required to analyse and interpret organisational change information, prioritise opportunities
for changes, develop a change management project plan, develop strategies to communicate or
educate the changes, get approvals from relevant authority, implement the plan, and eventually
review and evaluate the change management project plan to achieve the organisational objectives for
this change.
SIMULATED CASE ORGANISATION (If not using a program from the organisation of your choice)
Note: Information about the organisation has been sourced mainly from the organisation’s website
and also other relevant internet sources.
UNIQLO (owned by Fast Retailing) is a Japanese fashion retail brand and organisation that started
from one store in Hiroshima, Japan in 1984 and has grown to more than 1300 stores in 15 countries.
This includes stores and branches throughout Asia, London, USA and Europe, our life-enhancing
apparel has been embraced and loved by all. The company has been a wholly owned subsidiary of
Fast Retailing Co. Ltd. In Australia, UNIQLO Australia Pty Ltd was formed in December 2012. For more
information on UNIQLO Worldwide, UNIQLO Australia Pty Ltd and the operations, please visit the
organisation’s website at https://www.uniqlo.com.
International operations
(Sourced from https://www.fastretailing.com/eng/group/shoplist/)
As of 30 November 2018, the company reported in their Fast Retailing website that 1920 UNIQLO
stores were in operation worldwide. Further details on the organisation’s international operations are
briefly highlighted in the table below.
Country UNIQLO’s International Operational Details
Australia UNIQLO opened its first Australian store in Melbourne in 2014. In 2015, it expanded
into Queensland, with the introduction of two stores in Brisbane. UNIQLO opened a
store in Chadstone Shopping Centre in Melbourne, Victoria, the largest shopping
centre in the southern hemisphere, in October 2016 when it was redeveloped. There
are currently 14 stores in Australia.
Bangladesh UNIQLO started their first store at the New Elephant road in Dhaka, Bangladesh, on 5
July 2013. UNIQLO is known as Grameen UNIQLO there due to their social business
concept JV with Grameen Bank. There are currently 15 stores in Dhaka.
Belgium The first Belgian UNIQLO store opened in October 2015 at Meir, Antwerp. A second
store followed suit at the Wijnegem Shopping Center on March 25 in the same year.
19 October 2017 saw the opening of a third store in Brussels.
Canada UNIQLO opened their first Canadian store at the Toronto Eaton Centre in September
2016, followed by a second store at the Yorkdale Shopping Centre in October 2016.
Measuring at 28,000 and 24,000 square feet, both stores are five times the size of the
Muji store that opened in Toronto in 2014. Three new stores in Ontario opened in
2018 at Vaughan Mills, CF Markville and Square One Shopping Centre. Two new
stores will open in 2019 at Oshawa Centre in Oshawa and Upper Canada Mall in
Newmarket, bringing the total amount of stores in Ontario to 7. A third Canadian store,
the first outside of Ontario and the first in Western Canada, opened at Burnaby's
Metropolis at Metrotown in October 2017 to be followed by Surrey's Guildford Town
Centre and Richmond Centre in Richmond, BC. A new store opened at Coquitlam
Centre in Coquitlam, BC in 2018. There will also be a new store opening in
Edmonton's West Edmonton Mall in 2018.
China UNIQLO entered the Chinese mainland market in 2002. As of August 2017, there
were 555 stores in China, including in Beijing, Guangzhou, Chongqing, Chengdu,
Nanjing, Ningbo, Shanghai, Shenzhen, Shijia, Tianjin and Xi'an.
In May 2011, the magazine Shukan Bunshun published a story alleging that UNIQLO
had forced employees at its stores and factories in China to work long hours for little
pay. In response, UNIQLO unsuccessfully sued the weekly's publisher, Bungeishunjū,
for ¥220 million for libel.
Hong Kong UNIQLO has 27 stores in Hong Kong SAR as of May 2018
France On 17 November 2014, UNIQLO opened its first store in Eastern France (and the
second store in France outside Greater Paris) in the city of Strasbourg.
Germany Their German flagship store opened on 11 April 2014 at Tauentzienstraße, Berlin.
Malaysia In fall of 2010, UNIQLO opened its first store in Malaysia in Fahrenheit 88 located in
Bukit Bintang, Kuala Lumpur. UNIQLO now has 47 outlets located across Malaysia.
Netherlands The first Dutch UNIQLO store was opened in Amsterdam in 2018. The official opening
was marred by protests against UNIQLO's unethical business practices in their factory
in Jakarta, Indonesia.
Philippines UNIQLO Philippines COO Katsumi Kubota said that the company is opening at least
200 outlets in the country by 2020, when he was interviewed at the SM City Clark
during the third anniversary of the global retail brand. It started with five branches
three years ago and now has 27 stores. UNIQLO has 56 stores in the Philippines as
of December 2018. The Philippine flagship store of UNIQLO, located in Glorietta 5,
opened on 5 October 2018.
Russia On April 2nd, 2010, UNIQLO opened its first store in Moscow, Russia. By July 2017
there were 19 UNIQLO outlets in the country, 15 of them in Moscow.
Singapore In April 2009, UNIQLO opened its first store at Tampines 1. Its first flagship store in
Singapore and Southeast Asia opened 7 years later on 2 September 2016 at Orchard
Central. As of 2017, UNIQLO has 25 stores located island wide.
South In November 2011, UNIQLO generated more than 2 billion won ($1.7 million) in one
Korea day's sales on November 11 when it opened Asia's largest flagship store in central
Seoul. The sales figure was the highest ever set by a fashion outlet in Korea. UNIQLO
sales over 1.2 billion USD with 150 shops in South Korea. Lotte owns 49% of
UNIQLO's Korean subsidiary.
Thailand In September 2011, UNIQLO opened its first store at CentralWorld. Its largest flagship
store in Thailand and Southeast Asia. UNIQLO has 46 store fronts in Thailand as of
January 2019.
Spain UNIQLO began operations in Spain in 2016 with its on-line store and in September
2017 opened its flagship store in Barcelona (Passeig de Gràcia). Nowadays, it also
owns a second store in Barcelona.
United UNIQLO currently has 11 stores in England as of 2018. Ambitious expansion plans in
Kingdom the early 2000s were reversed, with 16 stores being closed in 2003, including those in
Manchester, Coventry, and Leicester.
United In November 2006, UNIQLO opened its first store in the SoHo fashion district of
States Manhattan, New York City. New fashion designers joined the store's team to boost
and rebirth fashion concepts catering to the US market. As part of Fast Retailing's
2020 plan the company has stated that it plans to generate $10 billion in annual sales
in the United States from 200 stores, which will lead to a location in every major U.S.
city. This goal was stated when the company's only U.S. presence was its handful of
stores in the New York City area, soon after the company began an expansion in the
United States.
In October 2015, UNIQLO opened its first store in the Midwest with a Chicago store
on Michigan Avenue.
It is made for everyone, everywhere. UNIQLO leverages today's increasingly digital world to
communicate directly with customers and quickly transform their desires into actual products.
Research & Design (Designers/Pattern makers) - UNIQLO's R&D centres continually research the
latest in new materials and global fashions. One year before a product's intended launch, the R&D
department holds a concept meeting with representatives from the merchandising, marketing, and
materials development teams to determine the right design concept for each season. Designers then
prepare designs and refine samples. Even after a design is decided, its colour and silhouette can be
refined multiple times before the final design is approved.
Merchandising - Merchandisers play a vital role in the product creation process, from design through
production. Merchandisers communicate closely with all departments before determining the planning,
designs, materials, and marketing required for each season. Deciding product line-ups and production
volumes throughout the year is another important part of the merchandiser's role. Many UNIQLO
products are manufactured in huge batches of approximately one million items each. Merchandisers
also closely monitor sales levels and decide whether to increase or reduce production during a
season.
Development and Procurement of Materials - UNIQLO can secure stable, high-volume supplies of
top-quality materials at a low cost by negotiating directly with materials manufacturers and placing
large-volume orders. The materials used for core items are particularly important. UNIQLO’s in-depth
research and experimentation generates multi-layered improvements in the functionality, feel,
silhouette, and texture of our clothes. For example, they work closely with the denim industry's
reputed Kaihara Corporation to source denim to specific spinning standards and dyeing specifications.
They also partner with Toray Industries, a world-leading synthetic fibre manufacturer, to create
innovative high-function materials and products such as HEATTECH.
Production Network - UNIQLO does not own any factories. They outsource all production to partner
factories in China and other countries. They have built relationships of strong trust with partner
factories over many years and hold annual conventions to promote dialogue with factory managers.
They also monitor working conditions and environmental protection at textile manufacturers and major
fabric suppliers, and help factories implement improvements as needed. Maintaining a win-win
relationship with partner factories ensures the production of high-quality products. As UNIQLO
expands globally, the company has formed business relationships with partner factories not only in
China, but also in countries such as Vietnam, Bangladesh, and Indonesia.
Production Department - UNIQLO has about 450 production team staff and textile takumi (skilled
artisans) in Shanghai, Ho Chi Minh City, Dhaka, Jakarta, Istanbul, and Bangalore. Production teams
visit partner factories weekly to resolve production quality or management issues. For quality
improvements, customer concerns are communicated to the production department.
UNIQLO Takumi Team - "By offering instruction on dyeing technology at UNIQLO's partner factories,
the company encourages workers to embrace a new production management philosophy and improve
the factories they work in.
Inventory Control - The inventory control department maintains the optimum level of store inventory. It
does this by monitoring sales and stock on a weekly basis, and then dispatching necessary inventory
and new products to fulfil orders. At the end of each season, merchandisers and the marketing
department work together to coordinate the timing of any price changes, to help ensure that inventory
sells out.
Marketing - Each season, UNIQLO conducts promotional campaigns for core products such as
HEATTECH, Ultra-Light Down jackets, AIRism and BRATOPS. During the campaigns, UNIQLO
advertises the products' unique qualities and noteworthy features on TV and in other media. In Japan,
the company use weekly flyers in the Friday editions of national newspapers, email and social media
to attract customers with limited-period discounts (usually between 20 and 30%) on key ranges.
Customer Insight Team - The customer insight team is vital to the effort to improve core ranges by
analysing huge volumes of requests and comments from online customers. Already, this analysis has
helped improve many products such as seamless down, boa sweatshirts, pyjamas and body shaper
shorts. Going forward, the firm seeks to develop new products that fulfil customer desires by
strengthening cooperation with specialist IT firms to further enhance customer information analysis
capability.
Individual countries within the region exhibit vastly differing climates, cultures, religions and fashion
tastes, so the company created specialist design teams to compile product mixes that serve each
area's needs. UNIQLO secured a broader customer base by offering a wider range of essential
everyday items for year-round hot climates, such as T-shirts, polo shirts, short pants and UT T-shirts.
The company also developed the HANA TAJIMA FOR UNIQLO collection with UK-born designer
Hana Tajima for markets with large Muslim populations such as Malaysia and Indonesia. This
collection and Baju Melayu for men are proving extremely popular.
A concerted effort to improve the efficiency of business processes in Southeast Asia & Oceania has
resulted in higher profitability. As part of that effort, we transformed distribution structures, worked with
distribution companies to achieve additional efficiencies, reviewed in-store inventory levels and
improved personnel cost ratios. The company also reviewed new store negotiating process in
preparation for a future mass expansion and successfully reduced purchasing costs by increasing
local production ratios.
The organisation claims that they are working hard to train new management personnel as part of
their plan to accelerate new store openings. The company is intending to focus this rapid new-store
development in promising markets with large populations, such as Thailand, Malaysia, the Philippines
and Indonesia. The aim is to become the number one brand in Southeast Asia & Oceania. The
company is targeting annual growth of approximately 30%, with the overall goal of increasing current
sales of 110 billion yen to 300 billion yen over the next five years.
aims to ensure compliance is prioritized in all actions by encouraging all employees to aspire to be
good members of society, who pursue the highest level of ethics in all their thoughts and actions.
If anyone in the organisation discovers a violation of these basic principles, that shall be immediately
reported to and consult with the superior or the in-house consulting service (Fast Retailing Group
Hotline). Fast Retailing Group companies shall ensure the protection of privacy of a reporting or
consulting individual. This individual shall not be subject to any adverse treatment as a result.
However, this shall not apply to an individual who files a false report in bad faith or who files a report
for any other illicit purpose.
The Three Pillars of Employee Engagement that the organisation follows are:
Equal opportunity and diversity
Education and development
Healthy, secure, and safe workplaces
Further details on the organisations employee engagement and diversity initiatives can be found at
https://www.fastretailing.com/eng/sustainability/employee/
management decision and projections made by the Company based on information available at the
time of the publication of the latest securities report as of 30 November 2017.
To achieve these aims, Fast Retailing is working hard to establish an effective corporate governance
structure. The company has adopted a corporate auditor governance model. To enhance the Board's
independence and strengthen its surveillance ability, the majority of the directors on the Board are
external directors. The company has introduced a corporate officer system designed to split
management decision-making and business-execution functions and facilitate fast management
decisions and business implementation. In addition, Fast Retailing has established a variety of
committees to complement the effective functioning of the Board, including the Human Resources,
Sustainability, Disclosure, IT Investment, Code of Conduct, Business Ethics, and Human Rights
committees. Each committee encourages effective, open debate and decision-making to fulfil its
designated purpose and responsibilities. Fast Retailing is committed to strengthening its corporate
governance by encouraging all employees to adhere to the Fast Retailing Group Code of Conduct
governing employee conduct and the Group's broader corporate culture, and by ensuring the
consistent and proper implementation of the Group's internal control systems.
Simulated Context – Online Store: For the purpose of this assessment task, we are assuming that
UNIQLO currently do not have any online store in Australia and that gives us an opportunity to explore
whether a change could be implemented and managed to have an online store and division solely for
Australian online customers.
Various stakeholders in this context (for the case organisation UNIQLO Australia)
Change Manager/Agent – You
Primary Change Management Stakeholder and Director – Your trainer
Other investors, customers, employees and external stakeholders – Your fellow classmates
There are no specific word limits on the plan, but your reporting and consultation must follow
the structure illustrated next, the presentation elements and the change management template
provided.
PESTLE Analysis 4
5. Change Requirements
Meeting minutes 1
Target audience 2
Intervention Strategies 2
Newsletter Message 1
TOTAL MARKS 80
Important Note: Task 9 to Task 15 must be completed after the completion of your
presentation and consultation with various stakeholders. This is a mandatory requirement that
you will have to consult and communicate with various stakeholders to gather inputs,
suggestions, advice and approvals before you proceed to start Task 9 and onwards.
The learner will be assessed on the following knowledge Y/N Marks Marks
INSTRUCTIONS ON PRESENTATION
± Presentation should cover all 10 presentation criteria mention in the table above.
± Presentation must be completed before commencing Task 9 to Task 15.
± Presentation timeframe is 15 minutes maximum and must be very brief.
± If using a different organisation other than the case organisation, an organisational
brief must be presented.
± A Q&A session after presentation.
± Attach presentation slides in Appendix 1.
Change Management Project Plan Template for PART A follows next. You are required to
complete every section of the template and modify individual templates according to your
requirements.
TABLE OF CONTENTS
CONTENT PAGES
5. Change Requirements 29
The learner is required to update and adjust the page numbers and topics based on the amount of their content
and the responses made to each task. The learner may also wish to copy the report structure to prepare the table
of contents.
UNIQLO is known to be one of the top fashion retail brands in Japanese who holds more than
1300 stores in almost 15 countries. The main vision of UNIQLO is to provide the best and high-
quality clothes at the lowest prices as possible. UNIQLO tends to make breakthrough and
advanced technology in order to organise their business of clothing industry. UNIQLO focuses
on the commitment to protect the planet and secure a sustainable future for them and also for
the world. Focusing on UNIQLO’s commitment to provide a sustainable future in clothing
industry, online sales development is needed in order to cater to every customer’s needs, mainly
keeping in mind the current situation of the world which is currently still trying to recover from
COVID-19 which makes commuting complicated for some people. Since COVID-19 hit the world
by surprise in late 2019, businesses, travel, and all other industry in the world had been halted
indefinitely, abiding the laws and regulations made by law enforcements. In order to adapt and
survive, most businesses had been willingly switch their operations to online platforms, and
UNIQLO is aiming to do the same. By developing our online sales, UNIQLO’s customer will have
an easier access to our best products, and by doing so, helping us try to protect the planet and
build a more sustainable future in the clothing industry.
You are required to provide detailed analysis of organisational change needs including what is to be
done; why it has to be done by mentioning the benefits; who are the various stakeholders involved;
and what kind of change is required. (2 marks for each section)
Having our own online platform will mean that we will not be paying percentages to other
online platforms, thus in the long run will make our online sales more sustainable than relying
on other online sales platforms.
Public awareness is a good way to earn engagements, and higher audiences will lead to
more potential customers for our online platform, and discounts are a great way to either lure
new potential customers or to retain existing customers.
Stakeholders affected or involved (list various stakeholders and how will be affected)
Change Manager – will be responsible to plan, lead, and execute all strategies regarding
online sales platform development
Director – will be responsible to monitor and to approve / revise plans proposed by the change
manager
Customer – will be the target audience for our online sales platform promotions
experience
groups
Protection of company
property
Distinction between
professional and
personal lives
PESTLE Analysis
Political factors: Economic factors:
Safe political environment Economic growth
Foreign trade policy Inflation
Tax policy Buying power
Interest rates
Consumer confidence
Social factors: Technical / technological factors:
Lifestyle attitude Technological awareness on older population
Income distribution Amount of technological experts
Cultural barriers Level of innovation
Legal factors: Environmental factors:
Employment laws Weather & Climate
Copyright and Patent laws Climate Change
Health and Safety laws Environmental policies
[e.g new potential market] [e.g changes in legislation and online sales taxes]
By developing online sales platform, UNIQLO The main threat based on PESTLE analysis
will be able to reach wider target audience would be buying power and consumer
nationwide, thus being able to provide confidence, which have a big impact on every
sustainable clothing to more people across the industry, including clothing industry. Another
country, and attract more new potential threat that we might face is the level of
customers, and in the long run, will be able to technological awareness on the older population
profit both from online sales platform and of the country, which could prevent us from
offline stores. This will be achievable within the reaching the older generation.
help of our awareness campaigns, promotions,
and discounts on online platform.
Based on the performance gaps of the organisation (since the organisation is yet to go online) and the
business opportunities and threats identified in previous section, you will identify operational change
requirements, then review and prioritise change requirements with relevant managers. Once
completed, you then consult stakeholders and managers to assist further in your identification.
Email Consultation
<UNIQLO>
<19/8/2022>
Dear Director,
I am Kelvin, the PIC of planning, leading, and executing change management for the development of
our new online sales platform. I would kindly like to draw your attention towards the change
management proposal that has been drafted by our team.
Please kindly review the proposal and help to approve or give any advice to our team on any changes
that you would like to make.
Change Manager
Meeting Minutes
Date:
Announcements
Dear All,
You are invited to attend the change management brief meeting which is scheduled on 26 August 2022 at 2 PM in our
meeting room. Please prepare yourselves at least 10 minutes before the meeting. Our agenda includes:
Change management regarding online sales platform
New hiring for IT R&D department
Learning & Development course overview
Discussion
Change management regarding online sales platform – all approved
New hiring for IT R&D Development – will begin as soon as possible regarding the urgency
Learning & Development course overview – a survey will be conducted upon finding out feedbacks from other
employees
Summary
Change management regarding online sales platform proposal has been approved and will be executed as soon as
possible. The hiring process for IT R&D Development department will commence as soon as possible, and feedbacks from
other employees will be taken into consideration upon the development of learning & development course.
As a result of the issues identified above, you are now required to undertake a cost-benefit analysis,
risk analysis, identify barriers to change and address them. You are also required to come up with
your own ideas and assumptions to develop the change management plan based on the
circumstances and issues you are currently having.
Rare Disruption in
logistic & supply
chain
Mitigation Strategy: The company will cater to the staff that are interested in taking part by having a rotational
program between the departments
Barrier 2: Internal staff lacks confidence on the project
Mitigation Strategy: There will be a weekly meeting on each department involved where staff can discuss what
are their concerns and what can be done to help them work better
Barrier 3: Scepticism & lack of job security
Mitigation Strategy: The company will guarantee that internal members will not lose their jobs and if the plan fails
to be executed successfully, they will be returned to their respective departments
Mitigation Strategy: The company will consider to rent a bigger space near the warehouse
Barrier 5: Lack of proper management
Mitigation Strategy: There will be a management hiring which would bring in experienced top level management
in order to support the team
Barrier 6: Disruption in logistic & supply chain
Mitigation Strategy: Management will consider using both internal and outsourcing logistic options
Agreed by Director? Yes No
If no, record suggested changes:
In this section you are required to develop the actual priority change project plan which should include
resource requirements and cost estimations and timelines of your priority change project.
To complete this task, you are required to detail the plan by addressing the following:
a. An executive summary on the high priority change based on the information identified before.
b. Identify the staffing and other resource requirements for your change project with a table
showing the budget requirements for each resource/personnel over the next one year.
c. Based on the priority changes you have identified previously, create a Change Project Gantt
Chart to show the activities of the priority changes and the timelines for one year.
UNIQLO is planning to develop an online sales platform. Our management have analysed
opportunities, challenges, issues and barriers that may come within the implementation of the online
sales platform. By developing online sales platform, UNIQLO will be able to reach wider target
audience nationwide, thus being able to provide sustainable clothing to more people across the
country, and attract more new potential customers, and in the long run, will be able to profit both from
online sales platform and offline stores. The challenges we are currently facing are IT R&D Hiring and
operation system management. Some barriers that we may face in the future might include
dissatisfaction from the team, lack of confidence and job security, lack of management, and poor
spacing on the office. We have taken into account all the challenges and barriers and have proposed
mitigation solutions on each issue that might occur and will make sure that the project will run its
course smoothly.
Year:
3 09/01/22 Kick-Off
Using the same timelines completed above, draw a Gantt chart to reflect the timelines. Delete the
example highlighted in yellow. Use priority number or name within the cells.
Priority Change Gantt chart – Year 2022-2023
07 08 09 10 11 12 01 02 03 04 05 06
Kick-Off
End of Plan
<25/8/2022>
Dear Director,
I am Kelvin, the PIC of change management regarding the opening of our online sales
platform. I would like to draw your attention on the revised proposal on our opening of online
sales platform. Our team have consulted with all parties involved and would kindly need your
help to get approval from higher management and shareholders on our proposed change
management initiative.
Thanks.
Change Manager
A Accountable Accountable and has sign-off authority for the task, such as the project
manager, sponsor, technical lead
C Consult Providing expertise, advice and support to the person responsible for the
task or document and others
I Inform Informed of task progress or results, usually by the person responsible
Using the responsibility assignment codes from the table above, assign all the resources for your
organisational change project to respective individual and teams. Also assign to whom the individual
or the team will be reporting to.
Resource Responsible Person / team Responsibility Reporting to
Name code (manager or
(use code form team leader
the table below) designation)
HR Resources Team R HR Lead
Learning &
Development
IT R&D Team R Lead Engineer
Website
Development
Digital Marketing Team R Change
Campaign & Manager
Advertisement
Change Manager A, C Director
Learning &
Development
Change Manager I Director
Website
Development
Campaign & Change Manager A, C Director
Advertisement
You are required to develop the communication plan with the following information:
a. Communication plan goals and objectives. (2 marks)
b. Key messages of this communication plan. (2 marks)
c. Target audience. (2 marks)
Example: Objective 1 - Increase calls to the phone line Example: Increase calls by 10% or
175 compared to previous year
Usage of chat bot Decrease the number of Customer
Service Agent needed by 50%
FAQ page on website Decrease the number of Customer
Service Agent needed by 30%
Direct solving on urgent cases by Customer Service Agent Enhance customer satisfaction by
30%
Target Audience
In here you are required to plan and include
All stakeholders who need to be communicated for this change management project. For
example, potential customers, store employees, directors, investors, warehouse team, etc.
Communication tools that are relevant to each audience group such as Website and blog,
Annual reports Events, Email, Newsletter, Meetings, Social Media, Paid Media such as
Google advertisements, Earned media, Direct Mail, Public Relations (PR), Simple text
messages, Campaign video, Television commercial (TVC), Internal noticeboards, brochures,
leaflets, etc.
Audience Communication tools to be used
Example: Potential online Example: Social media, website and online discounted promotion for
customers the opening of online store
Potential online customers Newsletter, social media, campaign video, paid media
Investors Emails
shareholders, top management of Australian operations, your own team, suppliers, external third
parties that provides your logistics and delivery, news and media organisations, existing customers
and potential customers. Based on the plan you have developed, arrange the activities to deliver and
disseminate this change information. You may use imaginary team member names to the
communication assign tasks.
<UNIQLO>
<01/10/2022>
I am Kelvin, the PIC of communication change management initiative which is currently running on
our company. I would like to ask for your assistance to provide me reports on the ongoing
communication plans in order to implement the initiative better and make sure that all the departments
Thanks.
Change Manager
Scenario: Your team leader has provided a report for you that exhibit several of the team members
are behind the schedule although the deadlines for the tasks have not crossed yet. The team leader
also reported that one team member has already used up the whole budget (before completing the
whole task) due to change of prices. Considering the deadline, you will now have to order your team
leader for speeding up the tasks so that they can meet the deadlines. You may also wish to mention if
any additional assistance can be given by the team leader to those who are lagging too behind. In
regard to one team member who has already used the budget, you will need to decide whether you
will provide additional funds or cut some of the activities or something else. Prepare the action plan for
managing these situations.
Additional notes:
Please seek my assistance on any urgent or pressing matters that your team have not been able to
cater to.
Scenario: After one month of “online store” project has been initiated you have identified that some of
the pre-determined barriers (refer to Problem Scenario & Context for TASK 6, 7 and 8) and some new
barriers have affected your project work. These are:
Initial sales for the first quarter were poor due to lack of adequate promotional activities and
requesting additional funds from top management for the online store’s promotional activities
have become difficult.
Some bricks and mortar store team members are still disappointed for not being chosen for
this project.
Some within the management and the central IT team are still concerned with this change
and will be eagerly waiting to see a failure of this project.
Newly hired staff members for this online division will have to be trained adequately not just
for online activities, sales and support but also for cultural orientation to the organisation.
Your shared space (for your online division) within the Australian warehouse has been
approved but sharing the activities, resources and services has become overwhelming for
your online division members.
From the scenario above, identify in detail and respond to the five significant barriers to
change according to risk management process as explained in the document linked.
Ensure all of the upcoming campaigns and promotional activities will reach the suitable target
audience, thus not making the budget available go to waste towards the more unlikely group
of target audience to be a potential customer.
HR will need to assess if any additional help is required, and if it is needed, HR should open
an internal transfer program which will help the team members who are not utilised yet.
A meeting between all the team leaders and higher management will be required to convince
people who are still concerned, and if not enough, company should provide suggestion
surveys to receive concerns and how to resolve it.
The company should adopt a new approach to cater to new hires, such as having a
mandatory onboarding program and mentoring program that will help new hires adapt to te
company better.
The management should do a quarterly assessment on the shared space, and if extra space
is deemed necessary, a new place near the warehouse should be rented to give employees
more comfort.
Intervention Strategies
Formal email request to your subordinate for actioning the Intervention Strategies
<Uniqlo>
<05/10/2022>
I am Kelvin, the PIC of change management regarding our online sales platform opening. To
ensure all the proceedings of our online sales platform opening goes well, I have created a few
intervention strategies that could help our project goes well, including :
I would like to kindly ask for your help to review these strategies and give me any feedback if there
are any, and if not, please do implement these strategies as soon as possible.
Thanks.
Change Manager
Newsletter Message
GLOBAL e-NEWSLETTER
Scenario: You have now crossed more than a month of this “online store and fulfilment division”
change project. At this stage of the project, you have already activated the strategies for embedding
the change initiatives. Your two-year project has now finished with the first quarter and will be subject
to review after six months by the stakeholders. You will need to ensure you can rest your case to the
stakeholders by your online division’s performance when the stakeholders will review your division.
However, due to the nature of the change project there had been several discrepancies and
performance issues that require review, evaluation and immediate modifications to achieve the
program objectives. These are
Online sales promotional activity has exceeded the budget by $4000 which was initially only
$10000.
Online sales performance has exceeded by 8% whereas the previous expectation of sales
from online was only 15% of total Australian sales.
Several social media promotions were made during the change initiative. This included free
delivery on all orders, half price promotions, buy one get one half price, kids products for half
price, $10 rewards for sharing our promotion sales, like our Facebook page and register to
take a free selfie with tennis superstar, etc. However, social media promotions did not perform
accordingly as expected and is around 30,000 likes on social media whereas the expectations
were up to 60,000 likes on social media in the first quarter.
Delivery timing accuracy for outsourced delivery by third party Australia Post drivers is 78%
which is 2% less than the benchmark. Your team also has 10 delivery vans across the states
which only came out as 69% and is 11% less than the benchmark.
Existing team members have less than 10% errors in their work activities.
Newly hired team members have around 20% errors in their work activities.
IT and online sales support has been excellent and has exceeded the benchmark of 80%
accuracy and timing.
Warehouse fulfilment team’s performance is 85% in accuracy and timing whereas this
benchmark was 95%. This can be a big concern since this affects the products packed and
the delivery timing. The warehouse fulfilment team has mentioned you that due to sharing the
warehouse and having little control in the warehouse are the primary backlog for them. The
warehouse is mainly for receiving, storing, sorting and distribution of all imported products for
all stores in Australia.
Based on the scenario mentioned, you are now required to review, evaluate and modify your project
plan in order to achieve the change program’s objectives and goals. To do this you are required to
complete the quarterly project review and continuous evaluation report (template below) for your
director. The report must also include new modifications that you are proposing to better perform in
the next quarter. (6 marks)
Project Performance
(consider at least 3 issues – deadline, budget and quality)
Planned Actual Variance
Target audience was not specific
Promotional budget at $10,000 $14,000
enough
Website development finished as Excellent work rate from IT R&D
2 months earlier
target deadline Team
Online sales would reach 15% of 23% Mass adoption in online
APPENDICES
Attach the following appendix documents (Appendix 1 and 2).