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Microsoft Word - Trainer_BSBINN601 Lead & Manage Org Change Page 32 of 58 6. Assessment Tasks Assessment Task 1: Assessment Task Case Analysis: Eastman Kodak: Kodak’s Transition to Digital Schedule TBA Outcomes Assessed Performance Criteria: 1.1, 1.3, 1.4 Also addresses some elements of required skills and knowledge as shown in the Assessment Matrix Description: 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 to Chapter 11 protection in January 2012. Make sure that you cite all the external sources using the Harvard Referencing System. Answers should be concise and within the scope of the case situation; contained within 3‐4 paragraphs each. BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 joseph Highlight Page 33 of 58 Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work. Responses to the case study shows case comprehension and an understanding of change management challenges faced by organisations Identified and discussed forces in external environment that necessitated a change in strategy at Kodak Identified and discussed the need for change at Kodak Identified and discussed major issues and challenges faced by Kodak in the digital age Reponses shows a reasonable degree of research (at least four other sources cited) into Kodak’s strategy and change management process Researched and discussed Kodak’s weaknesses and competitive threats vis‐à‐vis its strengths Provided own views on company’s shortcomings and mistakes Discussed the change management aspects of failure (e.g. inability to transform and change deep‐ seated perceptions in past success) in the company Researched and discussed potential barrier to change at Kodak that were catalyst in its demise Analysed company’s situation and provided own thoughts on an effective change management strategy that could have been employed at Kodak The case analysis is structured and integrates a number of external sources and analyses with the case study Cited external sources using an appropriate referencing system Submission Guidelines This task must be prepared and submitted in a word‐processed layout. Handwritten documents cannot be accepted for this task. Submit: Completed case study analysis This assessment task must be completed in a designated session in presence of a trainer/assessor. Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor. BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 joseph Highlight Page 34 of 58 Assessment Task 2: Assessment Task Team Project: Develop and Present a Change Management Project Plan Schedule TBA Outcomes Assessed Performance Criteria: 1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 2.1, 2.2, 2.3, 2.4, 2.5, 3.1, 3.2, 3.3, 3.4, 3.5, 3.6, 3.7 Also addresses some elements of required skills and knowledge as shown in the Assessment Matrix Description: Note to Trainers/assessors: As this assessment tasks is project based, this task should be handed out at the beginning of the term to set the project in motion and allow the students to gradually develop the relevant concepts, knowledge and skills in conjunction with classroom learning sessions. Some project time should also be allocated in each session to practice and complete relevant parts of the project. Also, depending on the group size, the case used in the project can be varied (e.g. HP Compaq merger, AOL and Time Warner Merger, Westpac ‐ Creating a sustainable business, and BOC ‐ Promoting Gas & Gear through effective change management etc.) – or something simplistic such as ”A local bookstore going online” if required. This assessment task is being given as a team project. A team of up to four (4) members with diverse skill sets should be formed at the beginning of the project. With a view to use the project to simulate a real‐life exercise, groups will play the role of a Change Management Project Team working in the given case organisation/profile. The trainer/assessor can nominate group roles and set the project in motion. Project background and scenario are given below. Background: 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. Scenario: BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 joseph Highlight Page 35 of 58 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) You project plan should also include, specific to the project; A brief description of roles and responsibilities of the team members Team protocols and rules (including measure to deal with non‐attendance and non‐performance of team members) Team dynamics and delegation of tasks The project should be written in a formal style consistent with common project management practices and expectations. You would have had an opportunity to review sample project plans prior to completing this project and can draw ideas on plan structures from them. The plan must include an executive summary and final recommendations along with all the required parts as mentioned above. Once you have finished the project, present the key project highlights and features to the class. The class will play the role of the audience (staff). You should also gather audience feedback and include the feedback analysis in the project plan. Assessment Criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work. Note to Assessors: Equal contribution from team members must be ensure to maintain equity and fairness in marking/grading. Groups should be encouraged to set rules on non‐attendance and under‐performing members and report any problems to the assessor at the earliest. Developed a project plan for Franchise Entertainment Group to manage new changes Plan is summarised in an executive summary that covers all parts of the plan BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 joseph Highlight joseph Highlight Page 36 of 58 The context of the case and company’s Australian operations are clearly explained Project gaols and objectives are consistent with company’s planned change initiatives Provided a background to the problem and company’s current market positioning in Australia Established and articulated the need for change based on an external environmental analysis Used an appropriate tool such as PEST/PESTLE analysis to analyse the external environment Identified and explained the impact of changes on company’s operations, processes and/or culture Outlined and described specific operational, structural and/or cultural change requirements to implement the changes Conducted a competitor analysis for each of the company’s planned initiatives Supported change requirement with appropriate reasoning based on external analyses Conducted a cost‐benefit analysis for the proposed changed Selected appropriate measurements and measured all cost and benefits elements against predicted outcomes over a period of time Identified and described anticipated risks Developed a risk assessment based on a business risk management approach and assessed the risk levels using a risk assessment matrix Suggested strategies to mitigate the risks Organisational communication plan consists of varied methods and/or strategies to effectively communicate change processes and benefits of changes to the staff Identified potential barriers and developed strategies to overcome the barriers Identified staff training and/or learning requirements to implement the new change initiatives and provided appropriate solutions Strategies for implementing the changes include measurable targets, timelines and required resources Project plan includes profiles of team members and their specific contribution to the project Team statement describes key team processes that helped consult and arrive at project solutions Project tasks were identified and delegated to team members with specific responsibilities Team norms and/or protocols were established and used in the team process The plan is appropriately structured and written in a formal style using standard project management approaches/examples All the team members equally participated and contributed in the project Group presented a project summary to the target audience Presentation was structured, concise and covered all major aspects of the plan Allowed for audience questions and collected feedback Incorporated an analysis of audience feedback in the plan The project plan must be signed by each member of the team and submitted after the presentation. Submission Guidelines This task must be prepared and submitted in a word‐processed layout. Handwritten documents cannot be accepted for this task. Submit: Completed Change Management Project Plan Copies of presentation slides/overheads/handouts Copies of audience feedback form This assessment task must be completed in a designated session in presence of a trainer/assessor. Electronic versions of the assessment task and email/electronic submission arrangements are at further discretion of the trainer/assessor. BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 joseph Highlight Page 37 of 58 Assessment Task 3: Assessment Task Short Questions and Answers Schedule TBA Outcomes Assessed Performance Criteria: Knowledge Evidence Also addresses some elements of required skills and knowledge as shown in the Assessment Matrix Student Number : __________________ Student Name: ________________________________________ Group : __________________ Date Taken: ____________________________ Examiner : __________________________________________________________________________ Q1. Describe Porsci’s change management methodology, including the ADKAR model, in your own words. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 Short Questions and Answers: BSBINN601 Manage Organisational Change Page 38 of 58 __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Q2. Briefly describe the four stages of a Change Curve __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 Page 39 of 58 Q3. Briefly describe at least four external drivers of change __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Q4. Briefly describe at least four internal drivers of change __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 Page 40 of 58 Q5. Draw a diagram of the three stages and their components of the Change Management Proces Assessment criteria The following assessment criteria will be used for marking this assessment task. Ensure that you have addressed all of the criteria in your work. All the questions are attempted and answered Answers are consistent with model answers Submission Guidelines Submit; Completed short questions and answers BSB60215 | BSBINN601 Lead and Manage Organisational Change Trainer’s Guide | V 3.0 | March 2021 Pass Global Pty Ltd t/a ALTEC College |Provider Code: 22034 | CRICOS Code: 02926D Approved by: Quality Manager | Next Review: March 2022 BSB60215 BSB60215 ADVANCED DIPLOMA OF BUSINESS BSBINN601 Lead and Manage Organisational Change Student Name : Student ID: 4 ASSESSMENT TASK 1 – Case Study – Eastman Kodak: Introduction to Case Study – Eastman Kodak: Responses to the case study by showing the issues/ cases in comprehensive Identified and discussed forces in external environment that necessitated a change in strategy at Kodak I.What were the driving forces behind Kodak’s decision to transition to digital photography? Identified and discussed the need for change at Kodak Identified and discussed major issues and challenges faced by Kodak in the digital age II.What were the major issues faced by Kodak in the transition process? Reponses shows a reasonable degree of research (at least four other sources cited) into Kodak’s strategy and change management process Researched and discussed Kodak’s weaknesses and competitive threats vis-à-vis its strengths III.Now that you know what happened to the company, what went wrong at Kodak from the Change Management perspective? Provided own views on company’s shortcomings and mistakes Discussed the change management aspects of failure (e.g. inability to transform and change deep seated perceptions in past success) in the company IV.What would have been potential barrier to change at Kodak? Researched and discussed potential barrier to change at Kodak that were catalyst in its demise V.What would you do if you were managing a change project at Kodak in a management role? Analysed company’s situation and provided own thoughts on an effective change management strategy that could have been employed at Kodak Conclusion: Conclude the case study by summarizing the discussion as mentioned above. ASSESSMENT TASK 2 – Change Management Project Plan Develop a change management plan on Blockbuster Video Team Project Team members: Roles Responsibilities Team Expectation: Objectives: Goals: To be able to introduce 5 DVD rentals kiosks in 5 Shopping Malls around Melbourne by December 2020 To introduce online movie rental from EzyVideo website by end of June 2020 · Team goals and objectives (SMART) · Team norms and expectations · Roles, tasks and responsibilities Project Proposal Introduction · 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 Environmental Analysis SWOT – Strength, Weakness, Opportunities, and Threats (your own company) Strength Weakness · Opportunities Threats Competitor Analysis: Nextflix Advantages: Disadvantages: Apple TV Advantages: Disadvantages: Red Room DVD Advantages: Disadvantages: · 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 PESTEL Analysis: Political: Economical: ……… etc… Cost Benefit Analysis · How much will the DVD kiosks cost? · Kiosks maintenance fees? · How much to build the website? · How much to run the website? · Rental of space for the Kiosks? · How much will you gain? · What benefits will you achieve? Brand? Convenience? Options? ROI? Risk Analysis (using Risk Matrix) Type of Risks Likelihood Consequences Risk Level Contingencies OR Type of Risks Likelihood Consequences Risk Level Type of Risks Contingency Plan · Risk analysis and risk mitigation strategies · Perceived barriers to change and strategies to overcome the barriers Communication/ Education Plan · A communication or an education plan to promote the benefits of the change to the organisation · Need for staff training and learning to implement the new initiative · Strategies for implementing or actioning the change at the company and its stores · Your Plan in terms of communicating the changes to your employees and customers? · How you motivate the staff to go for training or to accept the change? · Do you send staff for training? · Provide instruction manual to customers? Implement New Ideas (strategies and resources) · Strategies for implementing the changes include measurable targets, timelines and required resources Write down all the ideas of your change…. Conclusion What do you hope to achieve from this plan? PowerPoint Presentation Create a powerpoint based on what you have written in your proposal Reference ASSESSMENT TASK 3 – Short Questions and Answers Q1. Describe Porsci’s change management methodology, including the ADKAR model, in your own words. Q2. Briefly describe the four stages of a Change Curve Q3. Briefly describe at least four external drivers of change. Q4. Briefly describe at least four internal drivers of change Q5. Draw a diagram of the three stages and their components of the Change Management Process