To develop in detail the organizational diagnosis of this company.

 Your company, ABC Electronics, is undergoing a relatively calm 

period, sales are stable with slight increases, however your market 

share is decreasing in an environment where new players are 

appearing with innovative products that are technologically superior 

to your company’s own, several of them in offshore locations. 

Strategy consultancy firm PVC has issued a market analysis study 

that claims that the tendency of your star products is to disappear 

from the market in 2 to 3 years due to the new alternative products 

that some of your competitors are already starting to commercialize.

Most of ABC’s employees are experts in the old technologies and 

products. Many of them have been working with those technologies 

for over 10 years and they lack the skills needed for the new product 

line and technologies. At the same time your factory is setup and 

optimized to produce the old product line. You will need to invest in 

transforming it to produce the new products. Additionally, the IT 

systems require an urgent update, since they are configured to serve 

the old setup of the company. A significant investment will be needed 

to adapt them.

The divisions have become silos over time and there is little 

communication or collaboration across departments. ABC is 

apparently a successful company with a rigid hierarchical culture 

extremely adverse to risk and change. After all, their current 

configuration has proven successful for many years.

ABC’s CEO is clear in his analysis of the situation: the company will 

not survive unless they abandon the current product line and start 

investing in new technologies that will compete with the new 

products in the market. For that purpose, he asks you, the head of 

the internal project management department, to lead a change 

management project that will transform the company’s focus and 

structure to embrace the new technologies and product lines.

Please do the following:

1. Identify what the vision for change for this firm would be. In 

addition, identify what drivers and constraints the firm must 

factor in when implementing a change management plan to 

achieve the set objectives. (33%)

2. Prepare a diagnosis of the firm and identify the problem / 

challenge / dilemma that this firm is facing. The diagnosis 

should cover two parts: external environment of the firm, and 

internal or organizational diagnosis. You should select the 

most appropriate change diagnosis tools and factors and 

make explicit reference to them in your answer. (67%)

• Outcome 1: understand and apply the competencies and 

behaviors of an effective change agent.

• Outcome 2: assess and evaluate the varying diagnostic 

tools used to facilitate organizational change

• Outcome 3: Demonstrate the ability to appraise the ideas and 

arguments of academics and practitioners to assess the 

validity of the conclusions reached within the context of 

change management. 

• Outcome 4: compare and contrast four change strategies and 

effectively apply them within defined contexts and/or specific 


• Outcome 5: develop and recommend an appropriate change 

management plan in accordance with an organization’s 

mission, processes, systems, organizational structures, job 

roles and external stimuli;

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