Task 1 Overview of Reliance Fresh Company Among all Indian supermarkets, Reliance Fresh is one of the most develop

and advance one. The Reliance fresh is closely linked with the Reliance Business group that was earlier started in India. Reliance group functions in several enterprise areas such as Reliance communications, Reliance industries steel production, Reliance Oil industries and so on. Reliance Company then grows and enlarges its business in 2004 in many parts of India. This supermarket is meant for selling of different types of consumer goods, fruits, vegetables, electronic equipments to name. At present, Reliance Company has about hundred supermarket centers of Reliance Fresh throughout India. The company gains its position, popularity and fame by providing its end users with a very cheap price and efficient quality products and meeting the needs of its day to day customers. Motivating factors that drives Reliance Fresh towards organizational changes The supermarket industry in India is developing and rising with intense speed. In most cities of India, consumers find it easier to purchase products from supermarkets instead of buying them from a certain retailers. Besides the Reliance fresh, QRS, G Mart, Varkeys are some of the well known supermarket business companies in India. However, with the economic downturn and recession that has been going on within the country majority of these supermarket centers began to lose its customers. The Reliance Fresh is also greatly affected and its business went down during those two consecutive years. However, the company still cant seem to understand the main reason behind the decreasing number of customers and the fall of business day by day. The company then took up a research getting aid from professors or experts so as to discover the main reason behind for diminishing business with each new day. According to the research and study taken up by professionals or experts, it made evident that the Reliance fresh was unable to provide high end services to its consumers and was not able to meet the requirements of the consumers and therefore could not remain competitive like its competitors. The study and research that has been done disclose that the present business system in India is equipped with newer technologies and improve business techniques and tools. Some of the approaches adopted to improve business methods in India are as follows:-

Online Marketing: Nowadays, it has become quite a trend for most of the supermarket centers to promote sales online. The use of this advanced method of marketing pull more and more customers in to the business.

Home Delivery Services: Home delivery services are preferred by majority of customers in India mainly due to their tight daily schedule and at the same time due to the congestion in transportation in big cities. This system enables consumers to order any items or services they want through telephone or internet while they will be delivered with the requested items within no time right at their door step.

Better Customer Services: - Customers can be provided with a better and reliable customer services with well trained and experienced staffs. Considering all these and making a wise decision, the Reliance Fresh is also determined to introduce changes within the organization in order to provide its customers with a more efficient and reliable customer service by enforcing better facilities for its customers by providing them with advanced customer care.

Bureaucratic Organizations The bureaucratic system of organization is primarily characterized by the existence of a series of relatively stable vicious circles that stem from centralization and impersonality" (Crozier 1964, p 193). There are some main merits and demerits of Bureaucratic organizations. They are as givenMerits of Bureaucratic Organizations

 Well defined Planning: - Effective planning is a critical element of success in

bureaucratic organization. By having a clear plans and strategies, the management can understand about the organizational objectives for a set period of time. One major advantage of having an effective plans and objectives is that everyone in the organization understands their job roles and tasks for growth and success and at the same time for the proper functioning of the organization. Having a clear distinct plan prevents the higher management from any doubts about their job roles and it also increases their commitment towards the organization and job roles.

Hierarchical Management System: - Most Bureaucratic organizations

follow the hierarchical style of management. The top managers decide about the performance of every activities within the organization. Most of the decision making is done by the higher management. They control and monitor each and every action that takes place within the organization. Therefore, they observe every activity of the employees to ensure if everything is in place and every task is done accordingly.

Clear Decisions: - The managers in the organization are responsible for

making the final decision orderly. These decisions are made and followed for organization growth and development. The manager should therefore communicate each and every decisions made and also the goals and objectives of the organization to the employees so that employees knows about the job role they are required to take up and then perform their work more effectively.

High level of Co-ordination:- Bureaucratic organizations generally have an

efficient and outstanding ability for organizing the work force of the organization. With each and every activity managed and controlled by the management alone, it makes easier for operating and maintaining effective movements of work force in the establishment of the bureaucratic organization.

 Specific Duties: - In the establishment of the bureaucratic organization, all

employees are assigned a particular job tasks. Specialization of job has been in practice in the bureaucratic organizational systems so as to make the performance of the organization better and advancing towards success. In this system of job, job roles are distributed among all employees where each employee is assigned a specific task. Hence, the employee gain more experience in that job role. The use of this approach brings development in the organization in many ways.

Increased Level of Efficiency:- As each and every employee are ask to take
up a specific job role the organization is advancing towards success and job tasks are perform more effectively. The organization makes use of every capacity of whatever is produced in the organization in the best possible manner. Bureaucratic organization provides on-job training to each and every employee within the organization to heighten a more advanced growth of both the employees and the organization.

Demerits of the Bureaucratic Organizations

Changing slowly: - A Bureaucratic organization has a firm and preplanned

aims and ways to attain their objectives in many different ways. It uses a scientific ways so as to understand every issue that takes place within the organization and at the same time solve those problems by changing the way the organization operates. However, this method is not always effective as position of the market, economy and the way business is not stable. With change taking place in the market every now and then, it is mandatory for any organization to quickly adapt towards change for the growth of the organization and to stand out from its continuous competitors. Unfortunately, the bureaucratic organization is not quick in adapting towards the idea of change which is a major hindrance for the organization to be success in the near future.

 Lack of Motivation for Employees: - The bureaucratic organizations follow

a very strict and habitual method of work which makes the employees lose interest towards their allocated job role and at the same time it creates confusion and makes the employees bored. The employees therefore cannot complete their work more efficiently as expected of them. This tediousness, inefficient work quality and employees lack of motivation can lead to the downfall of the organization.

No encouragement for Innovation:- As all the decision making are done by

the higher authority in bureaucratic organizations, the lower authority or employees are not involve in any decision making process which minimize the employees commitment and interest towards the organization. Employees are not even allowed to contribute ideas and feedbacks in the bureaucratic organizations. This is a serious obstacle for innovation to takes place within the organization. For instance, in WIPRO each and every employee is motivated and asks to contribute ideas for effective innovation to occur inside the organization. The company then enforces continuous innovations due to the many feedbacks and information contributed by the employees.

Absence of humanitarian Treatment towards employees: - In bureaucratic

organizations employees are considered as a machine which means the organization adopts a mechanist method in managing the organization and also the employees. This is one major failure of the bureaucratic organization and this practice gave rise to misunderstanding between the organization and the employees.

Organizational Development

Organizational development can be defined as the process of increasing an organizations effectiveness through a planned and organization wide endeavor. Organizational development is a process of implementing strategies to change the way the organization works, its culture, values, and organizational structure, so that the organization is well poised to adapt to the changes taking place in the market, such as new technologies, changing buyer behavior, new marketing techniques, and new challenges, etc. (Warren Bennis, 1976).

System Model of Action Research

It is possible to manage continuous changes that take place within a firm by adopting Kurt Lewins formulation on action research for organizational growth. According to Kurt Lewin, the development process of the organization undergoes through the three stages of management in change process like Unfreezing, Changing and Refreezing. Unfreezing is all about those preparations made by an organization to successfully adopt the idea of change that will be taking place within the company. Each stage of changes acts on the permanent changes which are carried out during the establishment of the organization. Also, the Refreeze stage means the way work has been monitored and to track the change that has been carried out within the organization.

Figure: - Action Research Model formulated by Kurt Lewin

Overview on the main techniques used in organizational development Crucial skills necessary for the growth of an organization involves the following:

Sensitivity training: - This can be also called T groups where T stand for training. This method aims at making a modification about the conduct and nature of the people by inefficient and improper interactions done in the organization.

Grid training and development:- In this technique, the advisors make use of methods that is able to understand the current fashion of the managers and at the same time raise them to analyze that can contribute a greater work environment that drives the organization towards success. The development in grid Organizational consists of six major stages such as training, team development, intergroup development, organizational goal setting, goal attainment and stabilization.

Process consultation: - As stated by Edgar Schein, process consultation involves those of an advisor that makes it possible for the customer so that they can perceive, understand and at the same time being influence by those activities that takes place inside the internal surroundings. He also mention that several stages of the process consultation includes initiating a contract, defining the relationship, selecting a setting method, gathering information and diagnosing, interfering and less involvement and bring to a halt.

Team development Survey feedback Third party peace making Role playing Structural techniques Task 2 Reliance Freshs stakeholders It is critical for the higher authority of the organization to take into account the major elements prior to enforcing the way change is designed inside the organizations. Likewise, the higher authority of the Reliance Fresh must pay specific care in assessing those available resources, needed techniques and skills and also the infrastructural facilities. The organizations stakeholder must be aware and fully understand the idea of change. This is a crucial factor for successful planning and enforcing of organizational change. Reliance Freshs management requires their

stakeholders to offer great help and endless support so as to successfully carry out change in an organization. An organization always consists of central stake holders who always remain loyal to them and on the other hand those stakeholders who remain in the organization just for a short period of them. Employees, consumers, government departments, suppliers, distributors are among the stakeholders of an organization. Ways in identifying the key stakeholders with the use of Force Analysis and Stakeholder Analysis By adopting the method of stakeholder analysis and force analysis, Reliance Fresh can easily understand who their key stakeholders are. The use of this analysis method makes it possible to recognize potent stakeholders of the organization who contribute important roles in the organization and who are required to quickly adapt towards organizational change. This method easily identifies every information of those stakeholders who are willing to accept the idea of change and who are resistant towards change. Information about those important and key stakeholders is as illustrated-

Reliance Freshs Stakeholders Reliance Freshs employees Reliance Freshs Shareholders Customers Council Suppliers Reliance Freshs competitors Government Authorities NGO Pressure group( Environment alist and like groups) Financial Institutions Distributors Call Centres

Valuable holders Employees Customers

Stake Key holders

Stake Authoritative Stakeholders

Customers

Customers

Suppliers Suppliers Suppliers Reliance Freshs Reliance Freshs competitors competitors Government Authorities

Financial Institutions Distributors Call Centres

By examining the roles contributed by the central person of the Reliance Fresh Supermarket centers and also those methods by which the organization ensure that key stakeholders are quickly adaptable and adopt the idea of change. Reliance Freshs employees The management of Reliance fresh taken a decision to come in talk terms regarding the change with all employees by making them understand about the requirement, meaning and views of change so that they can easily adopt the idea of change. As employees are the driving force of any organization, it is necessary for the higher authority to successfully convince them to happily adapt to change so that the employees can have positive attitude towards change and be motivated towards their job role which will in turn lead to organization growth. Reliance Freshs management aims at conducting training and discussions with the employees and all higher authorities to provide special facility and attention to all the employees to come out of their confusion and resistance towards change and at the same time make every employee to understand the benefits of organizational change so that they are at ease when any time when change occurs within the organization and they can handle the change in a more efficient way. Reliance Freshs customers The main aim of reliance fresh to adopt organization change is to meet the increasing needs of the customers in a more effective way by giving a high quality services and improved facilities to their customers. The organization will take into considerable account the customers requirements prior to adopting the idea of change. The organization then come up with an idea to carry out an in-shop survey so as to better understand customers thought about the idea of change and also to ensure what exactly is the customers need. The Reliance fresh management team communicate the idea of change to the customers by providing them with organizations leaflets, broachers and well experienced trainers who are required to help the customers to better understand the technical changes with the use of the methodology. The customers can therefore realize and utilize the auto-check out machines touch screen device and the ability to go shopping online. Reliance Freshs suppliers

With the extension of market by bringing forth additional services and goods in market, suppliers are highly required towards the management of change in a more effective way. In this way the company can have a wide range of suppliers supplying goods to the end users. The company wills carry out a meeting with its suppliers to introduce about the proposed change of the organization. The company will discuss about the way business can be carried out more efficiently and ways to gain more profit with the supplier to make them more motivated and interested towards the organization. In this way the suppliers can contribute even more roles for the development of the company. Reliance Freshs competitors Reliance fresh aims at exposing the weakness of the day to day rivals and extend a better services to all the consumers. The company will express in observing about the changes that takes place in its competitors market in order to provide better service to its end users than its competitors did. Financial Institutions Reliance Fresh is in need of financial help that can be given by some financial organizations so that it can be ready to carry out the proposed change more effectively in the real world. The financial aids required may be the fund to be invested for those activities on training, purchasing touch screen devices and computers. It then come up with an idea to present their financial requirement budgets in order to received financial aid from other organizations. The organization will then be highlighting the way it will grow its business based on the proposed change.

Task 3 Reliance Fresh maintains itself as one of the most supermarket business in Indi. To improve its business and gain more customers the organization comes up with a method to meet the needs of the customers by offering high end customer service and other organizational changes which are as shown below: Touch screen devices: Reliance fresh has a big supermarket shops where every shop has a five floor or more. However, the large area of the market confuses customers to spend extra time to choose the product they need. The

company therefore decided to carry out the idea of placing touch screen devices in each floor to make it easier for the customers to buy their needs in the most efficient manner and to attract more consumers with these improved techniques of shopping. Bring in an additional auto-check out stations: Reliance fresh introduces a well designed auto-check out directions in every floor in the shop to avoid customers standing in queue and to satisfy them even more. More Ethnic products: Reliance Fresh aims at including and displaying additional cultural products all around the shops that can pull foreign customers coming from other countries. The foods of North India differ from those of the South Indian ones. The company aims at adding additional products of South India in the market to attract North Indian shops and North Indian goods to attract south Indian customers and so on. India, being a place of varied culture and ethnics, bringing this change in the market will be the best way to gain customers attention and make profit in the most effective way. Effective Online Services: Online business has been todays way of doing business and attracting customers. People in India choose to purchase goods online. Therefore, the company is required to enforce online marketing to attract all these people to stay competitive. Online shopping saves time and is a more convenient way of shopping. Home Delivery Services: Home delivery services are preferred by majority of customers in India mainly due to their tight daily schedule and at the same time due to the congestion in transportation in big cities. This system enables consumers to order any items or services they want through telephone or internet while they will be delivered with the requested items within no time right at their door step. High Quality Customer Services: - Customers can be provided with a better and reliable customer services with well trained and experienced staffs. Considering all these and making a wise decision, the Reliance Fresh is also determined to introduce changes within the organization in order to provide its customers with a more efficient and reliable customer service by enforcing better facilities for its customers by providing them with advanced customer care.

Models that contribute towards change in Reliance Fresh There are several different modes available that the company can use to bring about the idea of change within the company. Kotter Model was considered as the most effective way to bring the proposed change in real life in the market floor. Relaince fresh company has introduce the change in the following manner.

Introducing auto-check outs touch screen machine, cultural goods and reliable

Implementation Those changes that are mentioned above can be carried out in five different phases within the Reliance Fresh Company. Cost and time consume are briefly described as given. Phases Phase 1
a) Conduct Survey b) Products

Authoritative person Marketing Agency Marketing

Budget

Time taken

100000 INR

Week 1 Week 2

needed

to

be Manager

elaborated c) Products finalization purchase

Marketing Manager manager 2000000 INR purchase

Week 3 Week 4

d) Sources of the Finance

and

products manager e) Determining the Finance Manager right suppliers and Team for the products newly launched Phase 2
a) Beginning

Week 4

of HR Manager

75000 INR

Week 5

first

Training the HR Manager level 80000 INR Week 6

Sections
b) Initiating

Second training sections c) Finalizing

the Finance manager

580000 INR

Week 1

whole budget Phase 3

a) Bid

for

Self Marketing out manager and screen manager purchase 2000000 INR

Week 2

Check machines touch

product locator b) Check out on Finance bids

c) Purchasing

Week 4

and

manager Finance Manager of Companys technicians Marketing Manager Customer

Week 5 Week7

machines 4) Fixing

machines in stores Phase 4

1) Product

250000 INR

Week 8

advertisement Phase 5 1) Customer

care 50000 INR

Week 10

feedback manager 2) Sales evaluation Customer manager

care

Week 14

First Phase It includes four sub phases where market research is the beginning of the first sub phase. Reliance Fresh must carry out a research on market on those products which are highly required by the customers by the use of external agency. One weeks time is allocated and the price for doing research is100000 INR. The next sub phase starts with bringing about the final list of new goods and the store manager will be the person in charge. Reliance Fresh purchase the finally decided products in the third stage where the price to be expend is 2000000 INR. Here, the purchase manager will be the person in charge. Reliance Fresh brings about new products in the market in the fourth stage. Second Phase Here, there are four sub phases. Reliance Fresh introduces the touch screen machine identification of products, auto-check out devices in the starting phase. Next sub phase commences by inspecting bids that is done by marketing manager and the most suitable one among all will be chosen. Training will be given to employees in the third stage so that they can handle new products more effectively. The last stage is to introduce new devices in the market. Third Phase Employees are given adequate training in this stage. Reliance Fresh will carry out a two full day training program in the first stage with the employees to convince them with the idea of change. Fourth Phase Reliance Fresh will draw its attention towards advertisement of new products in this stage and at the same time the end users will be communicated about the change that currently takes place in the market. The company does advertisement through newspapers, websites and leaflets and so on. Fifth Phase

The activity rating and growth gained from feedbacks given by the customers based on the record of sales done is included in this stage. This rating enables the company to make the right move. Improvements in organizational change expected of the implementation process It raises the satisfaction of end users. It gives rise to additional customers. The organization gains more profit. The employees gain more knowledge and are more specified. Improvements were made on the market and the shops. Technological organizational developments were attained. Number of sales is maximized.

References

1. Peter F. Drucker (1967), The effective executive, 1st Edition, Butterworth2. 3. 4. 5. 6. 7.

Heinemann Andrew M. Pettigrew, Howard Thomas, Richard Whittington (1985), Handbook of strategy and management, 1st Edition, Sage Publications David A. Buchanan, Andrzej Huczynski (2001), Organizational behaviour: an introductory text, 1st Edition, Stanford University Press. Gareth Morgan (1998), Images of organization, 2nd Edition, Sage Publications Rob Paton, James McCalman (2008), Change Management: A Guide to Effective Implementation, 1st Edition, Sage Publications Esther Cameron, Mike Green (2004), Making sense of change management, 1st Edition, British Library Cataloging-in-Publication Data Axelrod, Richard H. Terms Of Engagement: Changing The Way We Change Organizations. San Francisco, California: Berrett-Koehler Publishers, Inc., 2000