Change Management Essay Example | Topics and Well Written Essays - 2000 words - 1

Change Management - Essay Example In 1951 they launched BMW 501 which was their first automobile. Since then the company has been one of the frontrunners in producing cars. BMW is one of the â€Å"German Big 3† high end car makers together with Mercedes-Benz and Audi. BMW is actually a house of brands containing brands like Mini, BMW and Rolls-Royce. BMW is present across the world and has its operations adjusted to meet the requirements of respective country. In this report we will analyse the change management of BMW in Thailand. Overview of the analysis tools used SWOT of BMW Thailand BMW was one of the key drivers for growth of the premium segment in whole of Thailand. In 2009, it was the only brand whose market share increased. Through their relentless effort of proving the most advanced technologies in the Thai market, they have created a name for themselves. Due to challenging economic conditions in Thai, coupled with fluctuation of oil prices, world financial crisis, the consumers of Thailand were look ing for more fuel-efficient cars. But they still wanted to have that comfort, safety and smooth driving performance. BMW came out with a perfect solution named BMW Efficient Dynamics technology (BMW Thailand, 2013, p. 1). It gave exactly what the consumers have been looking for and earned BMW group the title of â€Å"The Most Sustainable Car Company in the World.† This shows that BMW has strong innovative strength to cater to Thai customers. The major weakness that BMW faces in Thailand is that their overall servicing process is not good. It takes considerable time to fix or service the car and sometimes it is seen that the problems are not actually resolved. Another weakness is that there is a strong rivalry between the dealers in Thailand (Dealtry, 1992, p. 61). Thailand has approximately 4-5 dealers and they are very competitive to each other. BMW faces major threat from external environment. With world economy in a bad shape so is the economy of Thailand. There is intense competition in the Thai Market. The fuel price keeps fluctuating along with change in exchange rates. The prices of raw materials also keep on increasing. BMW in Thailand has a strong brand presence which enables it to become No.1 in the premium segment. With customer focused strategy adopted they can continue to make exciting additions to BMW group Thailand products (Liu, Akram and Bouguettaya, 2011, p. 82). Lewin Model of Change According to Kurt Lewin model of Change, every organisation has to go through three steps to complete the Change process. They are Unfreeze, Change and Refreeze. In the Unfreeze stage, BMW must try to understand the importance of change and communicate to the employees (Cameron and Green, 2012, p. 215). In Thailand, the customer service is a major issue that needs to be changed. Hence the employees to be told about the issue of long servicing process faced by their customers. During the change process, BMW has to keep on communicating the importance of ch ange in customer service and how it will affect their revenue (Dessler and Phillips, 2007, p. 316). Finally in the Refreeze step once BMW has been able to achieve improved customer service and the employees have themselves adjust to the new servicing