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BSBINN601 Lead And Manage Organisational Change

tag 15 Downloads 13 Pages / 3,063 Words tag 02-12-2020
  • Course Code: BSBINN601
  • University: Victoria University
    icon is not sponsored or endorsed by this college or university

  • Country: Australia


Assessment Task 1:  

Case Analysis: Eastman Kodak: Kodak’s Transition to Digital


In January 2012, famous and one of the oldest photography product company, Eastman Kodak filed for Chapter 11 protection in U.S. Bankruptcy Court for the Southern District of New York. According to Robert Burley, an associate professor at Toronto’s Ryerson University, although Kodak anticipated the inevitable rise of digital photography, its corporate culture was too rooted in the successes of the past (film-based photography) for it to make the clean break necessary to fully embrace the future.

Kodak was slow to respond to the changing marketing conditions and consumer preferences. Also, over the last several years, the rise of the smartphone further transformed the market, as consumers increasingly preferred to use feature-rich iPhones and Google Android devices over digital cameras.

The main issue behind this case is the problems faced by the Eastman Kodak Company in the process of changing to Digital technology in photo printing. Keeping the recent collapse of Kodak in mind, analyse the given case study and answer the given questions;

What were the driving forces behind Kodak’s decision to transition to digital photography? What were the major issues faced by Kodak in the transition process?

Now that you know what happened to the company, what went wrong at Kodak from the Change Management perspective?

What would have been potential barrier to change at Kodak?

What would you do if you were managing a change project at Kodak in a management role?

In addition to reading the case study, you will need to research the company and recent developments leading

Assessment Task 2:

Team Project: Develop and Present a Change Management Project Plan



The Wall Street Journal reported in 2009 that Blockbuster Video, whose shares were trading below $1, was seeking advice on how to file for bankruptcy. Blockbuster, at the time, countered that it was only trying to get help to restructure company’s debts. Finally on Sept 23, 2010, Blockbuster filed for bankruptcy.

In Australia, Paul Uniacke, who owns and operates the Franchise Entertainment Group, which includes the Blockbuster, Video Ezy and EzyDVD chains, said the Australian Blockbuster chain was separate from the US Company and said that there was no threat to the local business. While in the US, the Blockbuster group was taken over by Dish Network, taking the brand into home entertainment through its cable network, Blockbuster continues to operate in Australia as a traditional video rental store chain. Uniacke also said the Australian Blockbuster business remains better protected against online offerings, such as Quickflix, backed by entrepreneur Simon Backer, and BigPond DVD Rentals, saying the bricks-and-mortar stores offer better returns (Stafford, 2010: Smart Company).

As the market continues to evolve in many different directions with Google, Logitech, Intel and Sony entering the market with Google's open source Google TV software, Apple TV, and a gradually increasing uptake of Telstra’s T-Box and Foxtel’s Movies on Demand – not to mention the new entrant Red Room DVD that offers cheap DVD rentals through kiosks, the competitive environment for entertainment is becoming increasingly challenging for conventional video rental stores such as Blockbuster and Video Ezy in Australia.


In this assessment task, you and your tram will assume the role of a Change Management Project Team working at the headquarters of the Franchise Entertainment Group. After a month long deliberation, FEG’s.

board has decided to revamp the company and introduce two new services in a forward-looking strategy to tackle a growing threat of domestic competition;

Shopping centre Kiosks for DVD rentals

Downloadable movies through its website that expire after 48 hours

Your team has been given the responsibility to develop a Change Management plan that should include;

Identify and explain the need for change

Explain the likely impact of proposed changes on the company and its operations

Identify change requirements and develop specific and measurable objectives for the project

An analysis of trends in the external environment using an appropriate tool/technique (e.g. Consumer preferences, technology etc.)

Competitor analysis (at least two comparable competitors)

Specify major change requirements in company’s operations due to planned changes Cost-benefit analysis

Risk analysis and risk mitigation strategies

A communication or an education plan to promote the benefits of the change to the organisation Perceived barriers to change and strategies to overcome the barriers

Need for staff training and learning to implement the new initiative

Strategies for implementing or actioning the change at the company and its stores Resources required for implementation of the project (project resources).

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Total 13 pages

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