No AI Generated Content
INTRODUCTION
Get free samples written by our Top-Notch subject experts for taking online assignment help services.
Profitability and productivity is the major aspect of performing business. The main purpose of performing business is to earn profit and increase profit in the target market. Situations related to the organization are always not the same. This is important for the business organization to analyse and evaluate the impact of various factors that can affect the performance of the organization in the target market. In the business process, a range of internal and external factor can affect the profitability of the organization in the global market (Rosenbaum, More, and Steane, 2018). To remain profitable in the global market, this is most important for the business organization to implement some changes in business approach and business process to stay competitive and productive in the global market. This report is providing brief information about the issues that are faced by the German healthcare industry in global business activities. Crisis related to the performance and profitability of German healthcare organization is about the impact of various external and internal factors.
This report will be providing a brief introduction to the case study that is related to the Aesch AG. Aesch AG was the largest supplier to the health care industry. Aesch AG was the leading organization that is working with different technologies and tools that are used in the healthcare organization. The organization was facing a fall in its performance on the global level and much other organization were also facing major financial crisis due to their reduced share in the global market. This report will be providing a brief overview of change management for Aesch AG in the marketing process. A complete overview of the case study will be analysed in the report. All the drivers of change for Aesch AG will be discussed in the study. The type of Changes that are experienced in the case study also will be analysed in the report. The role of organizational culture and social aspects will be evaluated in the report. The importance of considering organisational culture and social dimensions will be explained in the study. Different recommendations will be analysed in the report to improve the change management process in the organization. Leadership Issues, Employee Engagement, and Organization Development also will be explained in the report.
CASE DETAILS
Case Scenario
This case study is related to the situation that is faced by the German health care industry. Specifically, this report is targeting the business condition that is faced by Aesch AG in the global market. Because of substantial economization, the German healthcare industry is facing major financial issues in the business organization. A large number of organizations are facing a lack of funds or they are gone bankrupt (Jayatilleke and Lai, 2018). This is difficult for the organization to manage profitability in the global market. Various factors also have been provided in the case study to explain the condition that the organization was facing. Brief information related to the change drivers has forced a change in the organization. Anna Frisch is the person who initiated change in the organization. She has joined the organization in the year 1999 as a marketing specialist and she was responsible for promoting the service solutions that are provided by the organization on the global level. This is her main objective to develop an effective marketing policy and plan to meet the business goals of the organization in the target market (Alqatawenh, 2018). According to the current status of the health sector market, this is important for the organization to work on an effective marketing strategy to improve the performance in the global market. Anna Frisch has initiated the change in the marketing approach of the organization. Later she has faced many challenges and barriers in the process. She has presented some critical data to the company to work innovatively in an organization to meet the business objective of the organization. The case study is consists of all data that is important for the organization to make a change in the marketing approach of the company. This is how this report is based on initiating and managing change in the organization.
Causes of Change
In the context of Aesch AG, there are the different driver of change that are forcing the organization to make changes in its current business operations. The major drivers of change in an organization are- low budget for business operations due to high spending on medical devices, political decisions to limit further spending on medical operations, low population growth in the country and poor GDP of the country. These are major factors that are forcing change in the organization’s business approach to maintaining the profitability of the organization in the target market. Apart from all these factors, high market competition is a major change factor for a company in the local market.
Drivers of changes can affect the internal and external operations of the organization and force them to make appropriate changes in operations to maintain profitability and productivity of the organization in the target market.
Low Budget for Business Operations
According to the business strategy of the organization, they are making more investment in the technology and technical factors that are used to develop effective health care tools. Major funds of the organization are concentrated in technology development, so the organization do not have additional funds to perform marketing for its products and services in the global market. This factor is driving the change in the organization (Cameron and Green, 2019). To improve the performance of the company in the target market this is most important for the organization to implement change in the business process.
Political Decisions
The local government has implemented a limit on the investment that is made in the health care sector. This decision is affecting the growth of the health care sector in the country. This limited budget has provided limited to make an upgrade in the medical tools and testing devices in health care organization. It has affected the sales of organization in the country. It has also forced the organization to make effective change in the business process to meet the target profit.
Low Population Growth
Low population growth is also one reason that has reduced the sales of organization in the country. Due to lack of population growth, the medical facility that is currently working are efficient to fulfil their healthcare-related facility and there is no need of opening a new facility to meet the requirement of the people (Doppelt, 2017). This is how the organization is not able to meet its sales target. This is how low population growth is also one reason for an organization to implement change in the business approach to perform business efficiently.
Poor GDP of Country
THE poor GDP of the country represent poor economic growth of the country. With this poor economy, it is difficult for the organization to maintain its performance in the global market. This is highly challenging for the company to perform all of its processes efficiently. It can affect the profitability of the company in the market place. This falling sales and profitability also can force the organization to implement change in the business approach and business strategy to stay competitive in the global market.
Competitive Environment
The competitive environment is a major challenge for an organization in the local market. Germany is the core market for the companies that are providing medical tools and services to the healthcare sector. This situation develops a strong competitive environment in the local market (Choromides, 2018). In this highly competitive market, this is essential for the organization to make appropriate changes in the operations and business process to stay competitive and profitable in the global market.
These are the major driver of change for the organization that can force the company to work on implementing various changes in business process, business plan, and strategy to maintain profitability in the target market.
Type of Change Experienced
There are different type of changes can be experienced by the organization because of the presence of change driver in the organization. Major changes that can be observed by the organization in the business operation are related to the investment and current marketing approach of the company. These two major changes must be considered by the organization to stay competitive and maintain the performance of an organization in the market. The organization have to make changes in the business strategy to save capital that is currently forced to improve the technology of the company (Pawar and Charak, 2017). The cost saved by the organization can be used to improve the current marketing approach that is used by the company in the target market. The other change that is experienced is related to the marketing approach that is used by the organization to improve the sales of the company. These are major changes that are experienced by the organization to improve its performance in a particular market.
ORGANIZATIONAL CHANGE
The role of organizational culture and social dimension is most important for the organization to implement change. For the successful implementation of change in the organization, this is most important for the company to focus on the organization culture and social dimensions. These aspects can be considered by the organization to effectively implement change in the organization.
Organization Culture
The role of organisational culture is most important for the organization to make the change implementation successful. In different ways, organisational culture can be helpful for an organization. In different ways, organisational culture can help the company to implement changes effectively in the operations of the organization (Klaffl, 2018). Organizational culture is considered a medium that is used by the management of the organization to implement change in the workplace. For the change implementation process, organisational culture can play a critical role directly or indirectly. Organizational culture can help the management of the company to develop positive factors for the change implementation process.
Develop Positive Environment
The role of organisational culture is most important to develop a positive environment in the organization to avoid conflicts within the workplace. In the process of the change implementation and change design, this is most important for the organization to work on organizational culture to develop a positive environment in the company. This is a challenging process for the company to improve the organizational culture but once the culture is built, it can help the organization management to take effective actions that are related to the growth and development of the company (Achen, 2017). With positive culture within the workplace, the organization can get support from its employees. This employee support can help the organization to effectively work on the change management process. A positive environment also encourages the employees of an organization to cooperate with the management of the company to plan and execute change effectively in the organization.
Employee Engagement
In the process of change implementation and change planning, this is most important for the organization to focus on employee engagement. Proper employee engagement is important to successfully implement change in the workplace and operations of the organization. Effective employee engagement can help the organization to get the support of the employees in the process of the change implementation process. With employee support, an organization can make effective improvement in the organization processes to gain higher productivity (Grubor, ?oki? and Mili?evi?, 2018). Employee engagement is considered as part of the organization culture, and changes that are planned by the organization can be effectively managed within the workplace and approaches of the organization in the target market.
Innovation in Organization Change
This is important for the organization to work creatively and innovatively in the organization to improve the internal and external operations of the company. Organizational culture has a huge impact on the change implementation process in the company. Open, Creative and innovative work culture can help the organization to improve in the organization processes. Innovative work culture in an organization can encourage the employees to provide more creative and innovative ideas to the management of the company to find a better solution for the challenges that are faced by the organization in the business operations (Pittz, Steiner and Pennington, 2019). This is how innovative and creative work culture in the workplace is important to improve the overall change management process.
This is how the role of culture is most important in the change management process in the organization. Effective and positive work culture in an organization is important for the change management process in the organization.
Social Dimension
Social dimensions that are considered by the organization are based on the various social aspects that are must be considered by the organization to fulfil all the responsibilities of the company. This is most important for the organization to focus on ethical and social concerns that are related to the business operations of the organization. These aspects must be considered by the organization to keep the operations of the organization sustainable and effective for society (Abamu, 2019). This is important to develop a positive image of the organization in the target market and develop a positive relationship with customers. This is how social dimensions are important for the organization to make a profit from the market place. From the perspective of change management, this is most important for the organization to consider all the social aspects to improve the change management process.
For example, employee relation, customer relation, and ethical performance of the organization can help the organization to make the change implementation process more effective and profitable for the company. Positive social dimensions provide more opportunities to the management of the organization to get maximum productive output for the company.
The connection between Power, Politics and Conflict
Power, politics and conflicts, all these three are connected. Power delegation major reason for conflict in the business organization. This is most important for the management of the organization to effectively delegate the power within the organization structure. This can help the management to reduce the level of conflicts within the workplace of the company. Proper power delegation can be helpful for an organization to develop an effective work culture organization to perform change management effectively. Two aspects of politics need to be considered by the business organization to reduce the number of conflicts in the workplace of the company. These perspectives are- positive and negative politics (McCullough and Melton, 2017). By considering both these perspective, the organizational environment effectively controlled. This is most important for the organization to manage the power and politics within the workplace of the company to reduce the number of conflicts in the organization and retain the performance of the organization in the market place. Impact of Power, Politics, and Conflicts is crucial for the performance and change management process in the company. If any of the factors is negative for the change management process then it can affect the overall change management process in the company. Improper allotment of power can develop conflicts within the workplace of the company. Negative politics also can develop conflicts and a negative environment in the workplace of the company. A situation like a major conflict can affect the internal and external process of an organization in the market place. This is how the impact of politics, power, and conflicts can affect the change management process in an organization.
In a business organization, this is most important to consider cultural, and social factors in the change management process to make the change management process successful. This is also important to consider power, politics, and conflicts management to avoid interruptions in the change management process in the company. By considering all these factors, organizational change can be effectively managed.
CHANGE MANAGEMENT
Recommendation for Managing Change
Marketing is the most important part of organizational activities. The performance and sales of the organization are highly dependent on the marketing activities that are performed by the organization in the target market. The marketing plan proposed by Anna Frisch is focused on the C level people in the company. In the marketing process, this is important for the marketing department to make a change in current marketing approaches to improve the performance of the organization in the target market (Palmeira, Semprebom and Musso, 2020). This is important for the organization for the marketing department of Aesch AG to develop effective marketing practices to target the C-Level people in the organization. People who are considered in the C-Level people are- Chief Executive Officer, Chief Operating Officer, Chief Financial Officer, Chief Marketing Officer and Chief Human Resources Officer of the company to make a positive impact on the organization. This positive image of the organization can help the organization to develop corporate and business relationships with the organization. Different processes and methods can be implemented in the marketing process of an organization to develop a positive impact on the C-Level employees of the company. Here is some marketing related approach that can be implemented by the organization as change management process in the company. All these marketing approaches can be developed by the organization as a change in the organization perspective (Stouten, Rousseau and De Cremer, 2018). By making appropriate changes in the organization process. As per the idea that is suggested by Anna Frisch for the marketing function can be used by the organization to increase sales. In this process, an organization can target C-Level people using the following approach to get higher success in the target market. This is how an organization can improve their performance by focusing on the marketing strategy that is suggested by Anna Frisch.
Advertisements
These are the most common processes that are used by the marketing department to promote the products and services that are sold by the organization. In this process, an organization can use the latest technology to promote its products and services in the market place. The marketing department of the organization can perform a marketing strategy that is focused on the C-Level people of the organization (Lines and Reddy Vardireddy, 2017). These advertisements can focus on the critical information and data related to technology that can help the organization to convince these people to purchase tools from Aesch AG. In this process, various information system can be used for the data collection and different methods can be used to make direct contact with C-Level people. For example, Personal Meetings, and personal mail can be used by the marketing department to meet the business goals of the organization.
Functional Approach
A functional approach is considered the most effective approach that can be used by the organization to meet the marketing objectives of the company. The functional marketing approach is directly based on the specific processes and operations that can help the organization to promote the products and services of the company (Sroufe, 2017). In this approach, an organization can focus on critical processes of marketing to meet the marketing objectives and business objectives of the organization.
Management Approach
The management approach is the scientific and latest approach that is used by the organization to perform the marketing function of the organization. In this approach major objective of the organization is on the decision-making process of the company (May and Stahl, 2017). This approach can help the organization to take effective decisions to improve the marketing process of the company. This is how the current marketing approach of the company can be changed with a new approach to getting better results with the marketing process.
Systematic Approach
The systematic approach of marketing can be used by the organization to develop an effective system of marketing in the company to get better result with the marketing process. In this approach, a major focus of the organization and marketing department is on the entire system to convince the C-Level Employees to make deal with Aesch AG.
This is how the range of changes can be implemented in the organization to improve the current marketing process of the company. A specific change management system or system development process can be used by the organization to meet the business objectives in the market place. Changes that are implemented by the organization in the marketing process can help the company to improve its performance in a competitive market.
Leadership Issues
In the change management process, some challenges and issues are faced by the organization from the leadership side of the company. This is highly challenging for the person to convince the leadership of the organization to implement change in the company. In this case, study, Anna Frisch also has faced issues related to the leadership of the company (Gordon and Pollack, 2018). Due to the traditional approach of the leadership, they are not agreed to implement changes in the current marketing approach of the company. This is also difficult to manage the patience level of leaders. Lack of patience can affect the implementation of change in the organization. These are major changes that are faced by Anna Frisch in the change management process in the company.
Employee Engagement
Employee engagement is the most important part of change management in the organization. From the perspective of change management in an organization, this is most important for the organization to focus on employee engagement to make the change implementation process successful for the organization. Employee engagement is most important for the organization to improve the change management process in the company. By getting the support of the employees' process of change, management can be improved. Various innovative and creative ideas that are provided by the employees can be implemented in the marketing process of the organization to get maximum result (Gordon and Pollack, 2018). Employee engagement also can be used by the organization to train the employees with new changes that are implemented in the organization. This is how change management in an organization can be made successful with employee engagement.
Organization Development
Organization Development is the main perspective of the change management process for the organization. All the changes that are implemented in the organization are designed to improve the performance of the company in the global market. According to the case study, the main purpose of implement change in an organization is to improve the marketing process of the company. The changes that are suggested by Anna Frisch are designed to increase the sales of the company in the local and global market. This approach can help the organization to grow on a global level.
CONCLUSION
This report is concluding information about the case study of Aesch AG that is based on the changes that are suggested by Anna Frisch. In the initial part of the report, a complete overview of the case study has been provided in the report. The social dimension and cultural dimensions of the organization have been studied for the organization for implementation of change. Interconnection between Power, Politics, and Conflicts also has been studied in the report to evaluate its impact on the organization. The complete process of change management also has been explained in the report. Various positive changes that can be used by the organization to implement change in the organization also has been explained in the report for the marketing department and marketing process of the company. The process of change management also has been analysed in the report to manage the changes that are suggested for the marketing process of the company
References
Books and Journals
Abamu, B.E., 2019. Introducing investment promotion: A marketing approach to attracting foreign direct investment. International Journal of Marketing Studies. 11(4). p.91.
Achen, R.M., 2017. Measuring social media marketing: Moving towards a relationship-marketing approach. Managing Sport and Leisure. 22(1). pp.33-53.
Alqatawenh, A.S., 2018. Transformational leadership style and its relationship with change management. Verslas: teorija ir praktika. 19(1). pp.17-24.
Cameron, E. and Green, M., 2019. Making sense of change management: A complete guide to the models, tools and techniques of organizational change. Kogan Page Publishers.
Choromides, C., 2018. Leadership and change management: A cross-cultural perspective. International Journal of Entrepreneurial Behavior & Research.
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for business, government and civil society. Routledge.
Gordon, A. and Pollack, J., 2018. Managing healthcare integration: Adapting project management to the needs of organizational change. Project Management Journal. 49(5). pp.5-21.
Grubor, A., ?oki?, N. and Mili?evi?, N., 2018. The use of e-mail marketing in accordance with permission marketing approach in promotion of a study program. Strategic Management. 23(4). pp.26-31.
Jayatilleke, S. and Lai, R., 2018. A systematic review of requirements change management. Information and Software Technology. 93. pp.163-185.
Klaffl, K., 2018. Change Management in der Sozialwirtschaft: Veränderungsprozesse in Non Profit Organisationen für Menschen mit Behinderung (Vol. 61). Evangelische Verlagsanstalt.
Lines, B.C. and Reddy Vardireddy, P.K., 2017. Drivers of organizational change within the AEC industry: Linking change management practices with successful change adoption. Journal of management in engineering. 33(6). p.04017031.
May, G. and Stahl, B., 2017. The significance of organizational change management for sustainable competitiveness in manufacturing: exploring the firm archetypes. International Journal of Production Research. 55(15). pp.4450-4465.
McCullough, B.P. and Melton, E.N., 2017. The benefits of becoming a green company: A corporate marketing approach. Journal of Contemporary Athletics. 11(1).
Palmeira. M., Semprebom, E. and Musso, F., 2020. Recovery Marketing as a Fresh Start Tool for Economies after Devastation. Preliminary Study and Approach Proposal. Strategic Decision-Making in International Context. Urbino University Press, Urbino-Italy, pp.241-254.
