TASK 1(a) organization summary

1.1.1 Organization name

Dialog Axiata PLC is one of Sri Lanka's largest telecommunications & satellite TV service providers, and
the country's largest satellite TV operator with 14.275 million subscribers which amounts to 44% of the
Sri Lankan satellite TV market.

1.1.2 Organization information

1.1.2.1 Type of organization

Dialog Axiata is public limited company & subsidiary of Axiata Group Berhad. Being one of the listed
companies in Colombo Stock Exchange in terms of market capitalization as an organization for profit,
Dialog Axiata PLC is identified as the country’s largest direct Investor with over 2Bn total investments.

1.1.2.2 size of organization

Number of branches Number of employees Turnover (LKR Bn) Market share

416 4673 5.6 44%
1.1.2.3 Range of products & services

Currently there are 32 products and services being provided by Dialog Axiata PLC, mainly including
mobile telecommunication, digital pay TV (Dialog TV), broadband networks and mobile phones so on.
Also, Dialog Axiata PLC has been able to provide international roaming services across more than 200
countries.

1.1.2.4 Customer base

Customer Base 1.1.2.5 main competitors

85% Retail competitors Turnover branches employees Market

Customers (Bn)LKR share
(B2C)
10%5% Peo TV 4.1 260 3265 32%
10% Large
Dish TV 2.5 195 3050 15%
Coporates
(B2B) LBN TV 1.8 110 2350 9%
5% SMEI (B2B)
85%

1.1.2.5 Key customer segment

Currently, main segment that Dialog target is students and employees aged 16-24 & 24-40 employees
who earn more than 60,000 LKR a month. New targeted segment with related to the new theme of new
markets; Northern Province geographical segment which is an untouched market by local satellite TV
competitors. Northern Province contains more than 400,000 people which are a huge opportunity for
Dialog TV. Considering the characteristics of the new segment, northern people have different language,
beliefs and culture comparing with other provinces. It is a segment which had to suffer devastating
losses due to 30 year brutal war which ended 10 years ago. They are still recovering from the past
wounds which created a complex situation for big businesses to enter the market.

1.1.2.6 theme chosen and rationale for choice

‘New markets’ is the chosen theme. Dialog’s market share was 50% in 2014 but with the arrival of new
television technologies and pricing issues it dropped to 44%, so to gain what was lost and more,
Adapting new geographical segment; northern province which is an untouched market by local satellite
TV competitors which is a unique segment comparing with other province’s attributes; northern people
have different beliefs, culture, attitudes and language. Considering the reputation as an innovative
company senior management decided Dialog should take first step to acquire the segment of 500,000+
customers. Creating a superior brand image in the new market will create more barriers for new
competition. While moving to a new market segment senior management decided to develop new
products simultaneously developing existing products to grab the opportunity to market growth and
acquire more new customers while retaining existing ones. Developing brand new features of ‘my Dialog
app’, developing CRM software, outsourcing Virtusa’s technology expertise to generate modifications in
satellite systems are done to improve the quality of products and services provided expecting innovation
of company’s products, & processes.
TASK 1 (b)
Many macro and micro factors are effecting Dialog TV currently but considering aspects that have had
the most substantial impact on Dialog TV, economic and technological (PESTEL) factors had the most
impact on Dialog TV during the past five years.

1.2.1 Impact of economic factor

Rapid changes in currency exchange rates massively impacting on foreign transactions is a huge matter
in the industry. Declining of LKR value increased the supplier cost of Dialog TV which resulted in the
increase of pricing of Dialog TV channel packages and other services. This impacted on some consumers
moving to cheaper services which resulted in a slight drop in market share (1.1.2.6).

350

300
Amount (Million LKR)

250

200

150

100

50

0
2015 2016 2017 2018 2019 2020

Supplier Cost

Chart 1.2.1 supplier cost of Dialog TV in past years

Increase in income tax rates arrived with the new budget 2019; impacted on Dialog TV’s return on
investment negatively even it affected to the whole industry. But with the release of the tax for share
market investors in 2019, it impacted positively on the share value of Dialog TV as the return on
investment increased for the investors with the release of the tax on them.

Share Value
18
16
14
LKR

12
10
8
2016 2017 2018 2019 2020

Share Value (LKR)

Chart 1.2.2 share value of Dialog TV

1.2.2 Impact of technological factor

Dialog TV always had the reputation among the consumers as a technological innovative company
because of the unique technological features and services provided by Dialog TV and it added value to
the positioning aspect of Dialog TV.

Considering technological aspect Dialog TV launched new CRM software with the purpose of improving
customer value provided to the most loyal customers. It is systemized to add loyalty points and
discounts to increase repeat purchasing rate of advocate customers. And it worked effectively
considering the repeat purchase rate inclining over the past 5 years.

Repeat Purchase rate

40

30

20

10

0
2016 2017 2018 2019 2020

The pandemic of COVID-19 collapsed the whole business world as some businesses took it as an
advantage and controlled the situation. When considering the state of flux and the urge for change
Dialog TV had to move from traditional selling to e-selling. With the travelling restrictions upheld by the
government; many people are searching the world through internet, so the employees who work from
home are told to approach customers through online platforms while monitoring their success of
approaching. And more network engineers are focused on updating the website of Dialog TV and
increasing the accuracy and efficiency while reducing customer complaints.

Since the cyber-attack on Dialog TV which was successfully defended by the network team, the
organization invested more to enhance the cyber security to make the customer proceed with the
payments online without any hesitation. In 2016 when cyber-attack took place, a clear message was
sent to the customer through many aspects of communication while improving ‘cyber security with
biometric technology’ that Dialog TV has the safest online platforms in the industry and customers
embraced the message.

And considering the inclined rate of mobile app usage Dialog TV is on a situation of launching a more
integrated and sophisticated mobile application with unique advance features to control every aspect of
Dialog TV through ‘my dialog’ app such as changing packages, buying new channels and etc with the
purpose of differentiation and increasing customer value.
TASK 1(c)
“We are always saying to ourselves that we have to innovate. We got to come up with that
breakthrough” (former chairman of Microsoft Bill Gates). Innovation can be identified as a process which
improves a business to provide a better value to the customer than it used to provide.

1.3.1 Approaches to innovation

(Tidd & Bessant 2013)

1.3.1.1 Paradigm innovation

This innovation refers to the changes in mental models which frame what an organization offers. The
launching of Dialog TV’s new services such as android TV, ez cash and ‘My Dialog’ app which created a
subsequent satellite TV growth, massively impacted on changing the way that consumers use and
interact with satellite TV.

1.3.1.2 Position innovation

Position innovation is the change in the context in which the products & services are introduced or
which outlines where the target of the offering lies and what the story told about it is. Innovating the
position in the consumer’s minds to an innovative company which is flexible to provide services
customized for any individual need including customized prices (daily packages, weekly packages) will be
created with the approach of new market segment with unique cultural aspects compared to existing
customers.

1.3.1.3 Product innovation - Differentiations in products and services which provide better value to the
customer and can be offered even through a new product. Many innovations such as programme
rewinding, movie collections and smart satellite TV were invented over the years by competitors and
Dialog TV itself which became commodities after the invention.
1.3.1.4 Process innovation – Improvement or introduction of a method that helps an organization to
remain competitive and meet consumer demands. Launching of new applications to control the satellite
TV system created a new trend in the market sector to provide the experience of satellite TV through a
digitalized application to their consumers.

1.3.2 Disruptive innovation

It is an innovation that creates a new market and value network and eventually displaces established
market-leading firms, products, and alliances (Clayton.M.Christensen). Small businesses such as Tego
(1.1.2.5 competitor analysis) beginning as TV dealers; disruptively innovating and becoming a satellite TV
provider, threated the industry with the new entrance of Tego TV. IT was a shocking experience to the
big players in the industry to receive a threat from an unrecognized company which forced them to
approach innovation through every aspect expecting to differentiate.

1.3.3 Competitor analysis

Competitor activity Impact Degree of impact

Peo TV introducing fiber connection to It improved the customer High
experience television without a satellite dish value as the consumer
didn’t have to go through
any process regarding the
dish and the space was
saved as well.
Dish TV inventing movie hubs for the buyers of It provided a unique low
HBO channel. experience to the
consumer as latest movies
were available to watch
free of charge.
Peo TV hiring Tech Mahindra Spread the word of mouth medium
(https://www.techmahindra.com/)outsourcing that Peo TV connection
a project to improve the bandwidth of the got the best 4K quality and
connection to enhance the picture quality to they expanded the market
4K. share by 4% in first month
after launching, though 4K
quality became a
commodity among the
main 2 competitors
Dialog TV introducing the option of rewinding This can be considered as High
telecasted programs. the most resulted
innovation in the industry
as many working class
people miss their favorite
programs but Dialog TV
provided a solution which
provided customer value
for the consumers.
Dialog TV introducing android TV. Android TV changed the medium
way of watching TV.

1.3.4 Risk and impact analysis
Risk factor
Resource availability
Availability of the work force
(skilled and unskilled)
Exchange risk
Possibility of receiving the
expected outcome
YouTube which was
recognized as an app
which consumes high data
cost is available free of
charge though this service
which acquired many
youth consumers.
impact Degree of impact
Can impact in various ways. severe
Innovation can be stopped half
way done. Corporate reputation
can be damaged. Expected turn
over and market share will not
be gained.
Innovation may not offer the significant
expected customer value.
Investments on innovation can
be in vain. Tasks may exceed the
scheduled timeframe.
Currency fluctuations may moderate
impact on the value of
investment dominated in a
foreign currency. Foreign Supply
cost may vary from the present
cost which possibly will effect on
innovation cost.
Considering the recommended moderate
innovations in Dialog TV it is a
great risk of adapting a new
market segment which is
untouched by competitors as the
behavior is unpredictable in
terms of lifestyle, buying
patterns. It is essential to
research the market before
approaching in order to acquire
a new segment.
TASK 2 (a)
2.1.1 Innovation audit and McKinsey 7s framework
2.1.1.1 Shared values (culture)

Risk taking –Employees are free to think out of the box and try new things. Employees are been
motivated to convey their opinions and ideas without any hesitation to enhance innovative culture.
Considering approaching the new market of northern people which has a total different life style and
attitudes, it is essential to take a traditional approach of advertising and PR activities matching Northern
Province segment. Since the beginning Dialog’s theme was “Future today” and risk taking element
provided a meaning to the theme while establishing Dialog as an innovative company.

Rewards – Dialog TV is a rewarding company for skills. It has been a major reason for motivated staff.
And annual award ceremony collaborated with MTI, always appreciates and reward innovative ideas and
members who contribute in major breakthroughs.
 Source: Annual report 2018 Dialog Axiata

2.1.1.2 Organization structure

A research done by ‘Tamika Kampini’ in 2018 emphasizes that organization structure impacts on
employee performance. Dialog TV structure is developed to suit in to modern employees. Therefore
working without hierarchy is a rule in the organization and behavior is monitored. When approaching
northern segment it is recommended to be flexible with centralized decision making process and
decentralize in the unpredictable and turbulent environment to speed up the decision making in urgent
stages. Currently Dialog TV is structured with strong links elinating unproductive links which supports
effective and speed communication from top to bottom.

2.1.1.3 Organization’s skills

Creative talent among the employees has been improved through various workshops and seminars
while management skill is improved with the use of internal knowledge of Dialog TV’s top management.
Core competencies such as fastest ‘delivery and setup within 24 hours’ (courier and manpower), ‘fixing
any malfunction within 6 hours’ (technical assistance) has improved customer value and brand value
over the years.

2.1.1.4 Organization staff

Dialog TV’s skilled and innovative employees is a key determinant for innovation. Implementation of
accurate recruiting strategies has helped the organization to hire dynamic individuals with creative,
technical and management skills. To retain them through motivation their efforts are always appreciated
and remuneration packages are offered. Best staff members are rewarded in annual Dialog awards to
create a legacy for them (2.1.1.1).

2.1.1.5 Organizational style (leadership)

Leadership majorly impacted on Dialog TV’s current state of ‘market leader’. Dynamic and charismatic
leadership of Mr. Datuk Azzat Kamaludin’s and board of director’s taste for innovating and the desire for
having a monopolized empire can be considered as the root cause for the success of the organization.
Wiliness of invest, establishing an innovative culture and take risks on innovation with securing the
future encouraged the whole organization to work as one towards a focused goal.

2.1.1.6 Organizational strategy

Dialog TV frequently emphasize their position in the industry through effective and modern
communication strategies. Content marketing through YouTube channel of ‘Dino Block’ has increased
the brand awareness as the advertisements keep getting shared because of interesting and funny
concepts. When targeting the new customer segment same YouTube channel should be used to create
awareness and inform the benefits of Dialog TV with attractive content with matching customer
segment’s problems with Dialog TV’S solutions expecting to create a conversation among northern
people to make them believe that Dialog TV is the modern trend they should go for.

2.1.1.7 Organizational systems

CRM system can be considered as the main system to improve the advocacy level of consumers by
identifying premium customers and providing them with offers, loyalty points and discounts. ERP system
in Dialog TV has helped the day to day activities to be more efficient and align all the departments with
ensuring flow of data preventing duplication of data.

2.1.2 Conclusion and score card of innovation capability for developing and managing change

Element Remarks Rating (1-10)

culture Dialog TV’s organizational culture is the ‘glue’ that holds the 9
organization together. Dialog TV owns a healthy culture and climate
in the company thanks to the old habits and strategies of innovative
management which eases innovation as the culture embraces it.
structure Current structure within Dialog TV is emphasizes innovation 8
capability. With recommended decentralized decision making on
Northern Province related tasks, Dialog TV can obtain sustainable
competitive advantage through collaboration while fostering
teamwork.
 Easy to imitate Difficult to imitate
Threshold Core
Skills and competencies competencies 7
Competenciesresources

Threshold resources Unique resources

resources
Skills and resources which are almost impossible to imitate could gain
the competitive advantage for Dialog TV in approaching the new
market which will enhance innovation through differentiated skills.
By using financial resources, physical resources can be acquired from
Northern Province such as land, buildings and equipment to establish
the operation in the new market

leadership Creative visionary effective communication of the leadership which 9

motivates employees to make their ideas a reality is the strength that
carried the organization this far. Moving to new markets and
improving the customer and brand value while improving the quality
of the service through innovation is an optimistic plan provided by
the leadership which emphasizes leadership is more than capable of
developing and managing change.

TASK 2(b)
It is recommended to take entrepreneurial approaches to grab the best outcome out of considered
objectives simultaneously creating value for Dialog TV.

2.2.2 Entrepreneurial approaches

2.2.2.1 Opportunity recognition

Ford introducing the Model T in October 1908, the first car to be affordable for most Americans, Also
known as the “Tin Lizzie,” the car was known for its durability and versatility, quickly making it a huge
commercial success. It’s a clear practical approach of opportunity recognition by Henry Ford. Likewise
untouched Northern Province with more than 500,000 citizens is an idea with potential for economic
value and an opportunity to expand the market share while increasing turnover.

“Innovation is a successful exploitation of new ideas” (UK department of trade and commerce)

Launching ‘My Dialog’ application with integrated and unique advance features is recognition of an
opportunity to provide customer value and acquire new customer segment while retaining existing
customers. To differentiate the features in the competitor’s applications; expertise of best network
engineers and programmers is desperately available which is available within the organization (core
competency). Unique features is the aspect which will support to achieve the objective of increased
downloads; such as news alert service, COVID-19 patients with 1KM radius, receive and send money
without bank accounts for dialog customers (ez cash), changing channel packages, watching movies,
technical assistance and etc.

It is essential to identify relevant approaches of advertising and pricing through effective management
of marketing information. Advertising should be traditionally approached considering the cultural
attitudes of northern citizens to create an intimate connection with the brand. Considering the majority
of low middle class citizens pricing should be relevant to maximize the recognized opportunities.

2.2.2.1.2 Horizon scanning on opportunity recognition and creating entrepreneurial change

Considering Dialog TV’s long game, horizon scan is a critical factor. New campaigns based on the theme
of new markets and new service developments are implemented expecting to enhance customer value
and expanding the market share in near future of 3-4 years. But to defend the title of’ market leader’
and create superior brand image everlastingly horizon scanning is essential.

“I want processors on each and every one’s table” – Bill Gates (former chairman of Microsoft)

Above statement was made 25 years ago which created humor for the audience but in present it has
gone beyond the reality and humans own more than one processor. That visionary entrepreneurship
identified the future attitudes of the people and created needs.

Dialog TV must invest on horizon scanning to gather intelligence of the future such as changes of needs
in Northern Province, and other dynamics in critical changes which will affect Dialog TV in future to
develop policies and strategies which will create a business empire in the industry.

2.2.2.2 Effectuation
Effectuation is an idea with a sense of purpose a desire to improve the state of the world and the lives of
individuals by enabling the creation of firms, products, markets, services, and ideas. This theory was
developed by Saras Sarasvathy in 1990. Effectuation consists of a unique world view and 4 principles.

1. Bird in hand principal – the confidence to act on what you own is crucial for an entrepreneurship.
Dialog TV launching android TV with ‘VIU’ might conflict the industry as it contains unique features
such as mobile screen sharing, accessing YouTube without data chargers, 60 + accessible channels
and voice guidance of remote, 5000 + apps including NETFLIX and games which changed the way of

satellite TV.
2. Affordable Loss Principle – possible down sides should be affordable for Dialog TV when reaching
Northern Province with improved service value and downsides should be anticipated and estimated
rather than being stuck on the possibility of success.
3. Lemonade Principle - If you come across lemons, make lemonade! Make lemonade refers to see
potential in depressed situations. Surprises and mistakes are inevitable in an unpredictable and
competitive environment. When Dialog TV suffered a cyber-attack in 2016 it was shocking to the
organization but after preventing it without minimal leak of information which can be ignored Dialog
TV advertised the strength of their network security while improving to ensure consumers get the
message that they can invest their information and money in Dialog TV without hesitation.
 Source: Daily newspaper April 20th 2016

In most contingency plans surprises are negative, especially magnitude of a cyber-attack can lead to
devastation But because entrepreneurs do not tie their ideas to any theorized or preconceived market
anything and everything is potentially a surprise that can lead to a valuable opportunity.

4. Crazy-Quilt Principle – Northern Province is geographically, a diversified area with mountains and
valleys which may disturb satellite signals and disturb the customer experience. It is recommended to
outsource expertise of digital engineering companies such as Virtusa (

www.virtusa.com/) to develop Ku band (12–18 GHz) frequencies with the purpose of providing
enhanced value to the new market segment.

5. Pilot in the plane – Dialog TV owns a strong leadership with a strong will which is the root cause for
the corporate brand and values. The experience of personal control is closely associated with
freedom, self-direction and autonomy which is experienced by the organization’s entrepreneurship.
This will guide Dialog through the campaign of reaching the new market with confidence and strength.

2.2.2.2.1 Creative techniques on creating entrepreneurial change

Social listening - It is recommended to listen to the new segment with expecting to identify what people
demand. Differentiations must match the needs of Northern Province. Social media comments and
reviews may provide access to key insights about the brand, industry and competitors which can be
used to differentiate features according to demands, current trends and support entrepreneurial
approaches. Using social listening tools will boost up online presence and get instant access to brand
mentions across socials, news, blogs, videos, forums and reviews.

Brain storming – Dialog TV conduct brain storming sessions to support innovation culture while
recognizing capability of generating innovative ideas with value among employees which has
comprehensively provided solutions on crucial matters.

2.2.2.3 Lean thinking

It is a theory originally published in 1996 based on their in-depth study of Toyota’s fabled Toyota
Production System (TPS). Philip Caldwell, Chairman and CEO of Ford from 1980-1985. Considering
pricing strategies for the new market segment, it is essential to identify the value that consumer assigns
to Dialog TV. And that particular value should provide profitability to the organization which requires
eliminating wastage and process improvement.

Dialog TV is currently working on terminating over time cost which doesn’t provide value for the
product’s end value to enhance value optimization.

It is recommended to recycle damaged, returned and malfunctioning satellite dishes which have
considerable wastage value (2.2 million LKR) in the past year according to cost analysis.

To enhance the customer value and experience which is the ultimate goal; key values such as ‘delivery
and set up within 24 hours’ and ‘fixing any malfunction in 6 hours’ must be ensured moving to the new
segment through zero defect and effective communication. And they should be extracted into customer
communication as unique selling propositions.

Dialog TV must keep the flow with continued value stream while eliminating waste to provide Dialog TV
service to a valued price to the customer considering new segment’s mediocre income structures while
ensuring maximum profitability.

2.2.2.3.1 Mind mapping

Mind mapping is often used in Dialog TV to generate ideas through brainstorming sessions and explore
external and internal environments.
This mind map can be used to find solutions to address concerns of new market segment; Northern
Province segment. Provided information provide an overall idea about the market segment and key
innovations in Dialog TV which can be used to extract a breakthrough idea. Active marketing channels
represent the awareness created in various platforms. More channels can be added to increase brand
awareness.
TASK 3(a)
3.1.1 VPC for android TV
TASK 3(b)
Perspective Objectives & Targets Evaluation Ratings (1 – 10)
Android My Dialog
Tv App
Financial Increase of annual revenue by 30% at Sales revenue 9.5 8.5
Perspective one end of FY 2023 (Innovation based
revenue)
Increase of economic value added Capital, Income and Net Profit 9 8
(EVA) performance by 25% at the end
of FY 2022
Increase of Market value added Market value, Capital and Share 9 9.5
(MVA) by 20% at the end of FY 2022 value
Increase of market share by 15% at Dialog tv market share 9.5 8
the end of FY 2023
Customer Increase of brand awareness by 36% Brand search volume, social 8.5 9
Perspective at the end of 2022 media engagement & web traffic
Adapting 40% of the new segment at Sales volume, Web traffic/Mobile 8 7.5
the end of 2023 traffic number of app downloads
Increase customer loyalty by 40% CRM system, Repat customer 8 8
rate
Customer life time value increased to Customer life time value (CLV) 9.5 10
500,000 LKR Pre customer
On time delivery within “24 hours” Delivery time 9 9
Improving customer satisfaction up to Customer satisfaction score 8 9
80% by the end of 2022
Internal Increase Process impartments at the Process improvement, respond 8 8.5
Environmen end of 2022 time to customer feedback, On
t time delivery
Perspective Improved customer service quality Number of complains 9 9.5
with reducing customer complains by
30% at the end of 2022
Risk management through reducing Risk management rate 10 8
risks by 30% at the end of 2022
Learning Improving service efficiency by 30% at Time taken for timing 9.5 9
and Growth the end of 2022 malfunctions
Perspective Increased employee motivation Employee surveys 8 8.5
regarding innovation
Increase employee satisfaction level Employee satisfaction score 9 9
up to 80% by 2022
Increasing the expertise of staff by Knowledge sharing session’s 9.5 9
30% at the end of 2022 information
151 148.5

Considering Kaplan & Norton's Balanced Scorecard in relation to Dialog TV’s new innovations, it is
implied that both innovations create a significant impact on achieving organization’s objectives in every
aspect though Android TV has more capability of contributing on new innovative strategies.
3.2.2 Risk/reward analysis for Android TV (innovation 1)
Risk/reward Crucial facts in relation to android TV Ratings (1-5)
High customer acquisition rate in northern province 5
Unique positioning as an technologically innovative service 4
Rewards Sustainable competitive advantage 4.5
Capturing consumer’s minds with differentiated and reliable service 4
Showcasing the capability of innovation 4
High initial implementation cost 4.5
Frequent technical interruptions may lead to customer disappointments. 3.5
Possibility of corporate brand damage if something unexpectedly happen 4
Risks
in the process.
No guarantee of customers embracing the service 2.5
COVID-19 restrictions and policies 3
17.5 21.5

3.2.3 Risk/reward analysis for ‘My Dialog’ application (innovation 2)

Risk/reward Crucial factors in relation to ‘My Dialog’ app Ratings (1-5)
Reward Convenience for the customers to perform any task 5
Improved productivity 5
Quick adaptation of tech savvy customers 4
Provides a unique selling proposition with added value 4
Improved staff retention, motivation and easier recruitment because of the 3.5
 reputation for innovation
Sustainable competitive advantage 4
Added value to the society of northern province (impression) 3
Frequent advertisements may lead to customer drawbacks 4
High dependence on tech savvy consumers 3
Possibility in strong imitation of the service by a competitor 3
Risk High dependence on IT staff 3
Risk of non-acceptance by senior citizens 2.5
Possibility of app malfunctions when huge number of customers are 3.5
logged in
19 28.5

As per the risk and reward assessment in relation to Android TV and ‘My Dialog’ app’; it is visible that
mentioned innovations has both pros and cons which is common in any organization. But observing the
ratings it is clear the effect of rewards is higher than risks which indicates both innovations have a
favorable impact on succeeding the objectives after implementation.

TASK 3(c)
Considering the dynamics of change that Dialog TV has implemented with the new business plan it is
recommended to implement a change management strategy to minimize confusion and demotivation
with the purpose of implementing new strategies successfully.
Create

Employees often resist change. To overcome the resistance and establish change management
successfully it is essential to apply a certain degree of pressure and fear in the organization structure
from bottom to top otherwise employees won’t embrace the change management which will throw all
the efforts in vain. It is recommended to visualize the consequences and threats of not changing and
create an urgency to change through honest conversations.

 Effects of COVID-19 and the state of flux

 Threat of emerging new companies such as LBN TV with strong services and evolving
technologies which will be a huge competitor to Dialog TV in future according to horizon
scanning.

Requesting support from customers, outside stakeholders and industry people will strengthen your
argument.

Build

It is essential to identify capable individuals with potential to lead and carry out the change
management. They must be emotionally and personally engaged with the activities to effectively apply
the process. A separate team should be appointed to support the objectives of the change management
strategy. Following personalities will be relevant to the task.

 Individuals who challenge their own assumptions

 Radically transparent
 Quick learners
 Strong relationships with other employees who serve others which will support in spreading the
change management strategies in Dialog TV.

Form
Forming a vision to set a direction to the change management is essential. ‘To drive a new era of
innovation, growth and differentiation while providing enhanced customer value through change
management’; a vision containing the new concept in few words to set the course of employees towards
change. It is useless if the change management doesn’t improve the value provided for customers,
stakeholders, business and employees.

Values of change management for employees and Dialog TV

 More innovative, creative, agile and inventive culture in Dialog TV which gives employees the
ability to respond more quickly to a changes in the marketplace
 More efficient work processes and enhance productivity
 Enhanced competencies
 Benefits to the individual employees
 Enhanced productivity
 Individual employee benefits
 Greater employee satisfaction

Enlist

Change management message will have strong competition from other day-to-day communications
within the company, so it must be communicated frequently and powerfully form bottom level to top
management level, and embed it within everything that Dialog TV does. New change management team
must talk about the vision every chance they get and lead by example to ensure the message being
established among employees and the vision should be applied in many aspects of Dialog TV through
various forms.

 Automation of recruitment
 Implementation of biometric technology
 Merges and acquisitions
 Removing weak and unproductive links of structures in various departments to improve
productivity and efficiency

Enable

After talking about vision building buy-in from all levels of the organization it is necessary to identify and
hire capable leadership on implementing change management. In enabling the change management it is
recommended to follow,

 Identify, or recruit, change leaders whose main roles are to deliver the change.
 Monitor Dialog TV structure, job descriptions and performance and compensation systems to
ensure they're in line with the vision.
 Recognizing and rewarding employees for making change happen.
 Taking action to remove obstacles

Generate
It is necessary to set achievable short–term goals to maximize the outcome of change management and
motivate employees with providing them a taste of success. It is essential to emphasize to employees
that the target is achievable to avoid disappointments and excessive pressure.

Short term goals can be.

 Reducing monthly business overheads by 1%

 Submitting reports 3 days before the deadline
 Improving productivity by 2%
 Developing knowledge of the market trends in the Dialog TV through seminars from experts in
the industry
 Restructuring chain of command in accounts department to speed-up document approval
process.

Sustain

Declaring victory relying on Success of short-term goals can impact negatively on achieving expected
results of change management. Launching Android TV and ‘My Dialog’ app will not ensure change
management considering the long game. To ensure change management, Dialog TV must engage with
technologies of the future by identifying customer trends and launch range of services which suits the
new segments attitudes to increase the engagement of Northern Province while retaining and increasing
loyalty of existing customers through capitalizing on short-term wins.

Institute

Changes done in change management must be anchored and establish as the new culture in Dialog TV.
Change management must support adapting new market segment through enhanced innovative culture.
Value behind the change management must indicate in daily work. Making continuous efforts to ensure
that the change is seen in every aspect of Dialog TV which will help give that change a solid place in
innovation culture. Publicly recognizing key leaders and staff who support change, expecting to create a
legacy for them which will motivate others to contribute change management effectively.

Barriers in change management

 Resistance of change in culture

 Negative employee attitudes
 Lack of management support to change
 Lack of understanding and knowledge of the new strategy
 Prioritization of tasks which is a wide range, which needs to be decided what tasks should be
prioritized.
 Lack of Rigorous Governance for Transformational Changes

Benefits of change management

 reducing allocated time to implement change

 Minimizing resistance to change to enhance innovative culture to support radical innovations in
future.
 Maintaining daily basis routine in running Dialog TV which is essential in adapting new segment.
 Response to challenges in an innovative and efficient way
 Competitive advantage
Bibliography
), D. (. (2016). The 4 P of Innovation (Tidd&Bessant 2013). Retrieved from
https://pla55106group4.wordpress.com/im-innovation-space-4ps/innovation-space-4ps/
TASK 3(b)