University of Wales Institute, Cardiff Assignment Cover Sheet Student Details ( Student should fill the content) Name
Russell Williams
Student ID
UWIC Number 20023761 ICBT Number UWIC/MBA/MT/12/13
Scheduled unit details Unit code
MBA 400
Unit title
People and organization Assignment 1
Unit enrolment details Lecturer
Year Study period Mr Pat
Mode of delivery
Class room lectures
2011/2012
Assignment Details Nature of the Assessment Topic of the Case Case Study Learning Ou Outcomes co covered Word count Due date / Time
The Transformational Transformational Change in Brandix Individual Report GIVEN YES 2000 words individual report 8 March 2012
Extension granted?
No
Extension Date
Is this a resubmission?
No
Resubmission Date
Declaration I certify that the attached material is my original work. No other person’s work or ideas have been used without acknowledgement. Except where I have clearly stated that I have used some of this material elsewhere, I have not presented it for examination / assessment in any other course or unit at this or any other institution Name/Signature
Date
Submission Return to: Result Marks by 1st Assessor
Name & Signature of the 1st Assessor
Marks by IV:
Name & Signature of the IV For Office use only (hard copy assignments)
Receipt date
Received by
Agreed Mark
STUDENT NAME: Russell Ralph Williams
STUDENT NUMBER:
Module Number & Title: Title : Organizational Behavior
Semester: 1st Semester
UWIC Number 20023761 ICBT Number UWIC/MBA/MT/12/13
Assignment Type & Title: Case Study of Brandix casualwear casualwear For student use: Critical feedback on the individual progression towards achieving the assignment outcomes
For 1st Assessor use: Assessment feedback Strengths Weaknesses
Areas for future improvement
Name & Signature of the Assessor :
Date :
Comments by the IV
Name & Signature of the IV:
Date
:
People and Organizations Assignment -1 Case Study Report on Brandix Casualwear
Mark Marks: s: Repo Report rt 2000 2000 word words s Word limit:
- 25% 25% of tota totall mar marks ks (Ind (Indiv ivid idua uall)
2000 words
Learning outcomes covered •
Organizational design
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Organizational culture
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Management of change
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Group and team behavior
TASK 1
Select an organization of your choice and critically examine the management practices with with regar regard d to the orga organiz nizati ation onal al chang change e proce process sses, es, includ including ing cultur cultural al chan change ge,, organizational design and individual and team working.
Task 2
Based on the group presentation in task 1, write an individual 2000 critical report on chosen organization.
The report will need to be submitted in line with a group presentation. The report should comprise of an introduction to the selected organization, and a critical evaluation of the
mana manage geme ment nt prac practi tice ces, s, inte integr grat atin ing g theo theory ry into into your our work work and and putt puttin ing g forw forwar ard d recommendations for future improvements in performance Assessment Criteria REPORT (100 %) •
Find information appropriate to the task (10 %)
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Evaluate and organize information in a logical and coherent way (10 %)
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Application of theoretical models for appropriate argument (15 %)
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Use of practical and realistic approaches for findings (15 %)
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Critically analyze and synthesis the information gathered (35 %)
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Communicate information clearly and accurately (5 %)
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Refer to information sources accurately (10 %)
About Brandix
In 1972 some individual apparel companies decided to merge and create a inspiring brand name in the apparel industry. This led to the creation of Brandix Lanka. The main reason for this merger was to depict a bigger stronger company profile in which their customers would be attracted to deal with them. Gradually based on the demands and market need s Brandix once again broke down their operation to casualwear, intimates etc About Brandix Casualwear.
Brandix Casualwear which was created in 2003 is a flagship entity bearing i r ed ed S ol o l ut u t io i o n f o r B ra r a nd n d ed ed t he h e p a r en e n ts t s v is i s io i o n o f “ T o b e T h e I n s p ir Clothing ” it masters itself in the creation of top quality garments such as G A P , M a r k a n d S p e nc n c e r e t c . T h e b ra r a n c h n e t w or o r k i n S r i L a n ka k a h a s s p r e ad ad to 6 sites and has also marked its presence in Bangladesh. The current w or o r kf k f or o r ce c e o f B rraa n d ix i x C aass ua u a lw l w ea e a r i s a ro r o u n d 9 0 0 0 e mp m p lo l o ye y e e s a nd nd i t p r o v i d e s a n a n n u a l i n c o m e o f U S D 1 1 0 M n t o i t s g r o u p . The company has created many milestones out of which the significant o n e t o B r an a n d ix i x c a su s u a lw l w e ar a r i s t h e c r e a ti t i o n o f a f u ll l l y a u to t o m at at e d d e n i m facility which is the first in Sri Lanka. Justification to have selected Brandix casualwear
The company has under gone significant changes in the past few years. Which has led to a dramatic change in its organization structure? These changes has been mainly effected to align them self to be the inspired solutions provider. Which is Brandix core vision? In order to achieve t his millstone Brandix Casualwear management has changed the organization b y n o t o n l y l o o k i n g a t o n e a s p e c t b u t i n 4 d i f f e r e n t a s p e c t s a n d t h i s s h o w s a transformational which led us to select this organization,
SWOT Analysis
Based on the research we carried out on the company. I understood that t he h e c o mp m p a n y h a s f ol o l lo l o w e d a s im i m il i l a r a p p r o a c h o f a S WO W O T a n a ly l y si si s t o understand their weakness and as to how well they could correct them an d c a p i t a l iz i z e o n t h e ir i r o p p o rt r t u n i t ie i e s. s . T o b e a li l i g n e d i n b e e n t h e i n s p i re re d s o l u ti t i o n s p r o v i d e r f o r b r a n d e d c l o t h i ng n g . T o a c h i e ve ve t h i s t h e y h a d t o m e e t customer demand by meeting “on time delivery” requirement. On time delivery in the apparel world is when a client places and order the manufacture to deliver the end product on the specific agreed date. This includes the end product reaching its final destination. The SWOT analysis revealed the failure of the organization which led the compan y to look in to and take appropriate action promptly to be aligned with its vision. SWOT Out come Strengths
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Skilled Staff
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S iz i z e o f t he h e op o p er e r a ti ti o n
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F i n a n c ia i a l S t r e n g t h o f t h e c o m pa pa n y
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C us u s t om o m e r r ep e p ut u t at a t i on on
Weakness
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Lead time
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O rg r g an a n iz i z at a t io i o n s tr t r uc u c tu t u re re
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Flexibility
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S e as a s o n a l f l u c tu t u a ti t i o n s of o f c a p a c i ty ty
Opportunities
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S p ee e e d y s o l ut u t io i o n a s p e r c u s to t o m e r d e ma ma nd .
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L o ng n g s t a nd n d i ng n g r e pu p u t at a t i on o n o f t h e co c o u n ti t i e s p ro r o d u ct c t q u a li l i t y. y.
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I nn n n o v a ti t i v e p r o d u c ts t s f or o r h ig i g h e r pr p r ic ic e.
Threats
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O t he h e r l ow o w c o st s t p r od o d u c ti t i o n b as a s e s in i n t h e re r e g io i o n . ( Co C o m pe p e t it i t o rs rs )
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S ccaa rc r c it i t y o f l ab a b or o r f o rc rc e
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N e w bo b o o mi m i n g ot o t h er e r i nd n d u s tr t r i es e s ( To T o u ri r i s m I n du d u s tr t r y) y)
The company hired an outsourced a consultancy firm to provide them with a n u n b i a s e d f e e d b a c k a s t o h o w t h e o r g a n iz i z a t i on o n c o u l d c a p i t a li li z e o n t h e i r w ea e a kn k n es e s s a nd n d a s p er e r t h e r e se s e ar a r c h c om o m p an a n y i t s w as a s n ot o t e d t h at at t h e o r g a n i z a t io i o n s tr t r uc u c tu t u r e i ts t s e l f w a s r e q u i ri r i n g a h u g e c h an a n g e t o m ee e e t i ts ts ultimate goal in been the inspired solutions provider.
Considering the above the management of Brandix Casualwear understood that the company needs to change promptly to be a leader in the apparel industry. Thus the company based upon the feedback of the consultancy f ir i r m a n d t h e m an a n a g e me m e n ts t s c le l e a r v i s io i o n t o m ak a k e a c h a n ge g e d e c id id ed t o implement changes under the below categories.
Management Practices implemented to achieve companies vision
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O rg r g an a n iz i z at a t io i o na n a l De D e si si g n
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O rg r g an a n iz i z at a t io i o n a l C ul u l tu t u re re
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M aan n ag a g em e m e nt n t o f Ch C h an a n ge ge s
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I nd n d iv i v id i d u a l an a n d Te T e am a m B e h a vi v i or or
L e t u s n o w l o o k a t e a c h o f t h e s e s e g m e n ts ts a n d a s t o h o w t h e m a n a g e m e n t effected the change. Changes done to the Organizational Design
T o u n d e rs r s ta t a n d t h e o r g a n i z a t io i o n al a l d e si s i g n l e t u s l o o k a t t he he organization structure and what changes are been done.
p re r e v io io u s
T h e a b o v e s t r u ct c t u r e d e p i c t e d a f a i l ur u r e i n c o m m un u n i c a t io i o n a n d a d i f f ic ic u l t y i n m ee e e ti t i n g t h e c o mp m p a ni n i e s u l t im i m at a t e g o al a l w h i ch c h w a s t o b e a n i n s p i re re d solution provider. The more centralized operation process was required to b e c h a n g e d c o n s i d e r i n g t o b e c o m p e t i t i v e i n t h e m a r k e t h e n c e B r a n d i x casualwear came up with a more single ownership structure .
T h e a b o ve v e s t ru r u c tu t u r e d e pi p i c te t e d o w ne n e r s h ip i p a n d a c co c o u n ta t a b il i l i ty t y r a th t h e r t h an an the previous structure which required communication with two parties one
w h i c h i s t h e B u s in i n e ss s s u n i t l oo o o k in i n g i n t o t h e e x t e r na n a l f a c to t o rs rs s uc h a s marketing and obtaining customer orders and then needed to communicate v i a t h e C O O t o g e t t h e t a s k p ro r o c e ss ss e d t h i s d e p i c t e d a d e l a y i n c o m m u ni n i c a t io i o n a n d o w n e r s h i p . H o w e v e r d u e t o t h e i m p l e me m e n t a t io io n o f t h e new structure this process was eliminated.
T he h e c om o m p an a n y w as a s a bl b l e t o m e et e t t h is i s c ha h a ng n g e b y i mp m p le le m mee nt n t in i n g L ea ea n m an a n u f a ct c t u r in i n g p r o c e ss s s w h ic i c h l o o k s t o w a r ds d s a s h o r t er e r c yc y c le le o f w or k p r o c e s s a n d e l i m i n a t i n g w a s t e ( e x n o n v a l u e a d d i t i o n t a s k . ) B r an a n d ix i x c a s ua u a l we we a r f u rt r t h er e r f o cu c u s ed e d o n t he h e a r ea e a s o f an a n o r ga g a n is i s a ti t i o na na l d e s i g n a n d c om o m m e n ce c e d c h a n ge g e s i n a m o r e o r g an an i z e d m a n n e r b y communicating its changes to the employees the areas they focused was as b e l o w a n d t h e r e a s o n t h e s e w e r e i m p l e m e n t e d e x p l a i n s B r a n d i x c a s u a l w e a r m o t iv iv e t o c h a n g e a n d a b s o r b c h a n g e t o b e a c h a l l e n g e r i n b e a l i g n e d w i t h its vision.
Strategy -To meet Customer expectations (On time Delivery)
Organization Size -To provide Accountability and Ownership
Environment -Appreciation of the Rupee and Global Competition
T e c h n o l o g y - To T o I mp m p ro ro v e expectations time Tracking System.
P r o c e ss ss
e ff f f ic i c ie i e n c y a n d m ee e e t c u s to t o me me r example Introduction of On
Once the management had a clear view of the requirement to change the o r g a n is i s a t io i o n d e s i g n t h e n e x t p r o c e ss s s w a s t o i m p l e m e n t t h e m . T h e p r o c e ss ss was executed stage by stage in the below depicted manner.
C o m m u n ic i c a t i n g t h e C h a n g e - E l i mi m i n a t io i o n o f C O O , I n t ro r o d u c t io io n o f Business Unit
Emphasizing on the benefits to the Employees - Accentuating on survival in the industry, Job Security
C o mm m m u n ic i c a t in i n g A c co c o u n ta t a b il i l i t y a n d o w n er e r s h ip ip orders and distributing them to sub business units.
Changes done to the Organisational Culture
- o bt b t a in i n i ng ng
b u lk lk
O n c e t he h e o r g a n i s a t io i o n d e s i g n w a s c h an a n g e d t he h e m an a n a ge g e me me n t t he n l oo k towards changing the mind frame of its employees the driving force of the c o m p an a n y. y. The r e la l a t e d t h e or or y p r a ct ct i s e d b y the o r g a n is is a t i o n in implementing them is as below.
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Reinforcement Theory
In this approach Brandix look towards changing the employees mind frame on the changes made to the organization when a change happens to an o r ga g a n iz i z a ti t i o n d e si s i g n t h e c o mm m m o n f a ct c t o r i s t h at a t J o b s e cu c u r it i t y a r is i s e s. s. T o mitigate this fear the company adopted training highlighting the change is required to sustain and reinforced the confidence in them by to blend as p e r t h e r e q u i r e m e n t o f t h e c o m p a n y t h i s w a s c o n d u c t e d w i t h m a n y o u t b o n d t r a i n i n g a n d t e a m b u i l d i n g a c t i v i t i e s .
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Job Design Theory
The next stage was to align employees as per the need of the organization T he h e e mp m p lo l o ye y e e s w as a s s tu t u d i ed e d b y t he h e m a n a ge g e me m e n t a n d b a s ed e d o n t he h e ir ir c om o m pe p e te t e nc n c y t he h e y w er e r e b le l e n d ed e d t o m e e t t he h e c om o m pa p a n y o b j ec e c ti t i ve ve s b y a s si s i g ni n i n g r e sp s p o n si s i b il i l i ti t i e s t o o n e i n di d i v id i d u a l w h o h a s t h e c a pa p a b il i l i ty ty o f h a n dl d l i ng n g m u l t ip i p l e t a sk s k s . a n e x a m pl p l e f o r s u c h a c h an a n g e i s C u tt t t i ng ng a n d Sewing departments aligned to one supervisor.
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Double “S” Cube model
The previous culture of Brandix was a more mercenary model this was t r a n s f o rm r m e d t o a m o r e s o c i a l a n d s o l i d c h a n g e b y c h a n g in in g t h e o r ga g a n iz i z a ti t i o n s t ru r u c tu t u r e w h ic i c h l i nk n k e d t o b e tt t t e r c o mm m m u ni n i c at a t i on o n w i th th s u b d e p ar a r t me m e n t s s i n c e o n e b u s in i n e ss s s u n it i t h e ad a d h a d u n d er e r h i s w i n g t h e e n t i re re p r o c e s s i n g t e a m t h i s i n c r e a s e d t h e a b i l i t y o f b e t t e r c o m m u n i c a t i o n a n d u n d e r st s t a n d in in g o f o n e a n o t h e r . C h a n g i n g a c u l t u r e o f a n e m p l o y e e b a s e o f 9000 was magnificent since they now work as one big family working towards a common goal. Changing of culture is the most difficult task in an organization since you h a v e a m ix i x o f e mp m p lo l o y e e s t h i s r e q u i re r e d a c h a n g e f ro r o m t h e l ea e a d er er s a n d o u tb t b o u nd n d t ra r a i ni n i n g a c ti t i v it i t i es e s w e re r e c a rr r r i ed e d o u t t o t h e s e ni n i o r m a na na g e s t o influence the change towards the subordinates A mechanism of the Kaizan culture adopting small changes was introduced to the employees in which they harvested a culture of ownership in whi ch
e ve v e n t he h e s ma m a ll l l c ha h a ng n g e d on on e b y a n e m mp p lo l o ye y e e w as a s h ig i g hl h l i g ht h t e d a nd nd appreciated by the management enabling them to be a part of the new culture of Brandix. T h e n e e d t o d r i v e t hi h i s c u l tu t u r a l c h a n ge g e w as a s e n a b le l e d b y c o nt n t in i n u o u sl sl y emphasizing on the need to changes the staff was required to be more customer focused and to challenge the current process this change enable d them to build up ownership and among teams. Implementation of Management of Change
The implementation of management change was believed to be practiced under the dynamic of change of Lewin-Schien model.
The changes were practiced in stages by Brandix casualware by motivating a n d h i g h l i g h ti t i n g t h e n e e d t o c h a n g e a n d t h e n b y p r a c t i c a l ly ly c h a n g i n g t h e p r o c e s s g r a d u a l l y a n d r e f r e e z i n g t h e p r o c e s s c o n f i r m i n g t h e c h a n g e h a s b e e n a d o p t e d . The below explanations depicts as to how Brandix practiced its changes
U n f r e e z i n g - T r ai a i n i ng n g a n d I nt n t ro r o d uc u c ti t i o n o f L e a n m an a n u fa f a c t u r in in g Techniques Creation of Lean manufacturing team as a reinforcement t e a m , E x p l a i n i ng n g t h e g r o u n d r e a l it i t y , P r o v i di di n g E x t e n s i v e t r a i n i n g s (Department wise)
C h a n g i n g - R e de d e s ig i g n in i n g o f t h e O r ga g a n iz i z a ti t i o n S t ru r u c tu t u r e d r iv iv e n b y s i ng n g l e o w n er e r s hi h i p a n d m o ni n i t or o r i ng n g t h e p r o ce c e s s. s. , I m mp p l e me m e n ta t a t io io n o f Change Plant wise and department wise
R e f r e e z i n g - E s ta t a b li l i s hi h i n g t h e n e w O r ga g a n iz i z a ti t i o n S t ru r u c tu t u r e, e, Business Unit functioning separately
E a ch ch
Engraving changes on Individual and Team Behaviour.
The heart of any organisation is its employees Brandix never forgot this and Emphasized on the development of the individuals and harvested the team behaviour in an more appropriate manner. The goal setting theory was adopted by Brandix establishing employees t o h av a v e g oa o a ls l s i n t he h e ir i r l if i f e t hi h i s i s n ot o t o nl n l y t ow o w ar a r ds d s w o r k b ut u t o n e x t ra ra curricular and learning and development as well. Further Brandix emphasised on the synergistic approach you could achieve when you work as a group. The above concepts were put in to practical real life scenarios in the b e l o w m a n n e r
Creation of SMART Performance Appraisals
Enabling them to gel with other colleagues
Harvesting of an open door policy
Training, Coaching and Feedback been provided to guide staff and groups to meet company objective.
Consisting of Employee Surveys
Objectives
/ C on on s i s t i n g
of
I n di d i v id id u a l
Rewarding Mechanism
T he h e a b o ve v e s te t e ps p s d ev e v el e l op o p ed e d t he h e e mp m p lo l o ye y e e s t o g e t a f ee e e li l i ng n g t ha h a t t he he organization needs them and their service is valued. This transformation mentally and physically enabled the employees to contribute more towards the company because they were aware that they have a return if they meet the objectives of the organization.
B r a n d i x C a s u a l w e r e i s o n e o f t h e c o m p a n i e s th th a t m a d e a c h a n g e f r o m t h e top line initially addressing the issues from the very top level pointe d out a p i c tu t u re r e t ow o w a rd r d s t h e l o w e r l ev e v e l s ta t a f f t h a t t o s u r vi v i ve ve i n t he a pp ar el industry one should absorb change promptly and blend in to the culture of the apparel industry. U p o n c a re r e f ul u l l y s t ud u d y in i n g t h e o r ga g a n iz i z a t io i o n I n o ti t i c ed e d t h at a t m o re r e c h an an g e s c o u l d b e a d o p t ed e d i n t h e a p p ar a r e l i n d u s tr t r y o f B r a n d i x c a su s u a lw lw a r e my p e r s o n a l r e c o m m e n d a t i o n w o u l d b e a s f o l l o w s .
C o ns n s i de d e r in i n g t h e c u rr r r e nt n t o r ga g a n iz i z a ti t i o n s t ru r u c tu t u r e a b u si s i n es e s s u n it i t I s b e en en h a n de d e d o v er e r w i th t h a t e am a m t o d e v el e l o p w o r l d r e no n o w e d c a s u a lw l w e a r h o w e v er er one must not forget that due to single ownership in the event the leader falls ill, or leave the organization suddenly the production of the said goods would get halted. M y r e c o m m e n da da t i o n t o t h i s w o u l d b e B r a n d i x t o d e v e l o p a b a c k u p l e a d e r t o e a c h u n i t w h i c h w o u l d t h e n e n s u r e t h a t e v e n t h o u g h t h e c u r r e n t l e a d er er fails to deliver the required task the backup leader would sail the ship with ease. Job Rotation Due to single ownership the lack of job rotation is noticed this in the l ong r un u n w o u l d m ak a k e i n d iv i v i d u al a l l e s s p r o d u c ti t i v e a n d w o ul ul d n o t b e a b l e t o compete with the changing environment. M y r e c o mm m m en e n d at a t io i o n w o ul u l d b e t o i mp m p l e me m e n t s h o r t t e r m a s s ig i g n m en en ts commonly known as STA this would allow the employee to learn about other functional operations within their own business unit. The business unit would not lose his workforce since it would be employee swap from c r o s s d e p a r tm tm e n t s a n d t h e y w o u l d l e a r n f r o m t h e i r p e e r s o f t h e t a s k b e e n done. This would lead to employees to be more motivated and also getting an option to learn a new line of business. Build up a culture of togetherness I n o t i c e d t h a t B r a n d ix i x s i n g l e o w n e r s h i p d e r i v e s a b i t o f a t a k s o r i e n ta ta t e d j o b r o l e t h e b u s i n e s s u n i t m a n a g e r i s m o r e k e e n t o a c h i e v e i t s o b j e c t i v e a n d t hi h i s l ea ea d s t o a s t e r n l e a d e rs r s h i p ro r o l e . Em E m p l o ye y e e s w o u ld l d a t ti t i m e s be be e
t r e a te t e d a s m e c h i n e s d u e t o t h i e s t e r n l e a d e rs r s h i p a p p r o a c h . M y s u g g e s ti ti o n o n t hi h i s w o u ld l d b e t ha h a t b u si s i ne n e ss s s u n it i t h e a d s ho h o u ld l d t ak a k e a n i n i ti t i a ti ti v e t o understand as to the background o f his workforce this would be being with the employees in hard times and see as to how they get the task done, d rop them home this would show the subordinates that the business unit head c a r e s f or o r t h e m. m . O n c e t h e se s e p r a c t ic i c a l t a s k a r e b e en e n e x ec e c u t e d t h e s ta ta ff w o u l d b e m o r e c o m f o rt r t a b l e o n t h e l e a d e r s hi hi p s h o w n b y t h e b u s i n e s s u n i t and would proactively help him to achieve the business units task, External Factors. T he h e m i nd n d f ra r a me m e t ha h a t t he h e s oc o c ie i e ty t y h a s t ow o w ar a r ds d s t he h e a pp p p a r el e l i nd n d us u s tr tr y e m pl p l o ye y e e s n e ed e d s t o b e c h an a n g e d. d . I t s h ou o u l d b e h i gh g h l ig i g h te t e d t h at at t h e t a s k done by them adds so much of value to the society and to the country. This needs to start from the smallest place which is the family. Brandix should practice to invite the families of their work force for a days trip w i t h in i n t h e f a c t o r y p r e mi m i s e s . F r o m t h i s a ct c t i v i t y t he h e f a m i l ie ie s w o u l d l e a r n as to the job done by them is a very respectable job that brings in much m uc u c h m o r e f or o r e i g n e x ch c h a n g e t o t he h e c o u n tr t r y. y . O nc n c e t h i s i s e st s t a b li l i sh sh e d media campaigns needs to be run that depicts the value of the apparel i n du d u s tr t r y e m pl p l o ye y e e s . B y d o in i n g s o t h e c o m p a ny n y w o ul u l d b e a b le l e t o a c hi h i e ve ve low staff turnover and maintain existing staff wihich has greater work experience.
Conclusion O n e s h o u l d k e e p i n m in i n d t h a t c h an a n g i n g a n o r g a n i z a t io io n i s o ne o f t he hardest task and the process and technology could be easily changed but the human element adapting to this change takes a quite a bit of a time. This is because mankind shows resistance on changes however if the righ t t e c h n ic i c s o u r u s e d t h e h u m a n e l e m e n ts ts c h a n g e c o u l d b e c h a n g e d g r a d u a l l y and this is what Brandix has done to achieve its ultimate vision of been the ultimate solution provider in branded clothing.
