Factors Influencing Strategic Change Management Practices At Coca Cola Company In Kenya

Abstract

Strategic change is the transition that results from the implementation of organization strategy. Managing strategic change is about managing the unfolding non-linear dynamic processes during strategy implementation. There have been extreme changes in the competitive forces in the global and domestic markets. Effective strategic change management has become essential for the survival of any company in Kenya. There has been pervasive change in the Kenyan economy, as business organizations operate in a dynamic, turbulent and constantly increasing competitive environment. The purpose of the study was to investigate the influence of strategic change management practices at Coca Cola Company in Kenya. The study was guided by three step theory of change, force field analysis theory and Kanter model of change management. The research was undertaken through a case study. Primary data was collected using an interview guide which was administered to strategic manager of Coca Cola Company headquarters at Upper hill. In order to collect primary data, interview guide was designed with 20 questions to establish the factors influencing strategic change management practices at Coca Cola Company in Kenya. Data collected was analyzed using content analysis technique. From the research findings, the study revealed that globalization has increased the company‟s markets and opportunities for more growth and revenue. The findings also revealed that, for any business to grow and prosper, managers of the business must be able to anticipate, recognize and deal with change in the internal and external environment. The study found that the intent of process reengineering is to make Coca Cola Company in Kenya significantly more flexible, responsive, efficient, and effective for its customers, employees and other stakeholders. The study further revealed the challenges faced by the company as resistance to change, poor communication, lack of adequate resources and funding, ineffective management support and incompatibility of the new change with existing organization structure, information technological innovations, political interference, social factors and consumer behaviour. The study concluded that strategic change is long term in nature, affects the entire organization and aims at achieving effectiveness. Therefore, the company must strive to adapt strategic change management practices in order to cope with today‟s environmental changes which are at a high rise. The study recommends that all the employees and managers in the company should own the process of change. They should make sure that they do not oppose change for the sake of it, but seek to identify the positive effects of such change. It also recommends that the company need to be proactive in its operations by initiating the required change that could give them a competitive edge