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Organizational Change Event: Scanet Group

1776 Words8 Pages

Organizational Change Management
Change Event: Company Rebrand
The organization I choose to analyze is called Scanet Group. ScanetGroup is a transport and logistics company that started out with transporting goods using trucks within the country. The company plans to undertake some major changes in its structure and public representation. Over the years, its services have grown and expanded to include air cargo and freight services, container freight storage and port services, clearing and forwarding, cargo and warehousing services. However, only a section of the market knows that they offer such services.
A market survey done established that most potential customers view the company as a freight company instead of an overall source to doorstep …show more content…

The board of directors and company leaders saw the need for an overhaul change in the company to prevent it from plunging into insurmountable debt and subsequent foreclosure.
After intense deliberations and consultations, it was decided that rebranding the company was the best way forward. This will mean radical changes will be undertaken within the organization as well as a complete turnaround in its public image. The rebranding process is set out to begin in the last quarter of the year with an internal rebrand within the organization before the public launch of the new brand takes place.
This will involve a change in the company’s core values, mission and vision statements, goals, company’s strategic plans, standard operative procedures, customer relations procedures, corporate colors and company logo. The players involved will be the company’s leadership, the brand and public relations department, the public relations agency and brand …show more content…

This requires setting up of long-term goals and recognizing each goal that is achieved (Mind Tools, 2008).It entails pressing harder and faster after the first successes and being relentless with initiating change after change until the vision is a reality (Kotter&Rathgeber 2006).
Anchor the Changes in the Business Culture.
Finally, for the change to stick, it needs to be engraved in the corporate culture. This step involves engraining the change in corporate culture by incorporating it into every aspect of the organization (Kotter&Rathgeber 2006). It means incorporating the change in every aspect of the organization (Mind Tools, 2008). The change leader should ensure that the change is supported by the company’s leaders and any other new leaders that are brought in (Hesselbein, 2013).
Defining the Change Event Using Kotter’s Phases of Change

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