Part -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 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 protection in January 2012. Make sure that you cite all the external sources using the Harvard Referencing System.
Part -2: Team Project: Develop and Present a Change
Management Project Plan
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.