D. Cite at least one example of when your leadership had an impact on orchanged a certain situation, and justify how an IE...
Leading Change Management
BeforeTelecommunications IndustryBusiness Strategy for the Youth SegmentChange AfterStrengthening Change Management at IE
BEFORE
Diversified Marketing DecisionsNOT INTEGRATEDCustomerPromotionProductPricePlace
Facebook FanpageAdvertisement PhonesTariffsEventsFans were young butposts were tooformalYouth oriented accesoriesnot inclu...
Actions were not integratedThere was not a common missionObjectives were not clear
CHANGE
Honest discussionsBrainstormingIdentify Key people tolead changeEnforcecommunicationCommon objectivesRemove changebarriers...
AFTERManaging the Strategy for the Youthin an integrated way
Integrated Strategy for the Youth Segment4 Premises for the Strategy Value propositionCustomer Needso Include “Digital” co...
Strengthening Change Management at IEPreparing for a dynamic world in constant changeChange at a Personal LevelChange at a...
“The only constant in Life is change”
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Express yourself (D)

  1. 1. D. Cite at least one example of when your leadership had an impact on orchanged a certain situation, and justify how an IE Master’s Degreeprogram would help you to strengthen or improve this competence.
  2. 2. Leading Change Management
  3. 3. BeforeTelecommunications IndustryBusiness Strategy for the Youth SegmentChange AfterStrengthening Change Management at IE
  4. 4. BEFORE
  5. 5. Diversified Marketing DecisionsNOT INTEGRATEDCustomerPromotionProductPricePlace
  6. 6. Facebook FanpageAdvertisement PhonesTariffsEventsFans were young butposts were tooformalYouth oriented accesoriesnot included in offers(Ex: Headphones)AccesoriesNot special tariffs forstudents(Ex: Free access tosocial networks)Diversified actionsfor Youth segmentwith no connectionbetween themLack of personalizedphonesEvents concentredfar from youngmeeting pointsNo integration in actions for theYouth
  7. 7. Actions were not integratedThere was not a common missionObjectives were not clear
  8. 8. CHANGE
  9. 9. Honest discussionsBrainstormingIdentify Key people tolead changeEnforcecommunicationCommon objectivesRemove changebarriersBuild a concretemission of integrationIntegrated StrategyManaging ChangeIs the youth segment arelevant target for us?Why?What are our customersexpecting for us?Where are the youth? Enforceonline communicationTeamwork formed to work inthe “Youth project”Why are we remaining to formalin our Marketing actions?All marketing actions shouldfollow the same premisesEmployees should be aware of theimportance of the youth for the CompanyAll marketing actions shouldfollow the same strategypremises
  10. 10. AFTERManaging the Strategy for the Youthin an integrated way
  11. 11. Integrated Strategy for the Youth Segment4 Premises for the Strategy Value propositionCustomer Needso Include “Digital” content inevery actiono Create an emotionalinteraction with customerso All actions must be 360°(Including all the MarketingMix)o Focus in new trends as theyouth are the referents of newtechnologies In people between14 and 24 years,Communicationneeds becomevarious and complexOnlinePlatform tointeract withthe youthSome relevant needs in theuse of Phones andCommunication services Communication everywhere/ Network coverageeverywhereAlways online / AlwaysConnected Instantaneity (“I want itnow”) Social inclusion (My link withfriends, girls, fanpages, etc)3 new platforms to reach the targetand create “moments of truth”Offline eventsincolleges, universities, clubsto create adirect linkMake it Tangible:Easy access toproducts andservices to convertthis newinteraction in newcustomers
  12. 12. Strengthening Change Management at IEPreparing for a dynamic world in constant changeChange at a Personal LevelChange at a Global LevelMaking Change HappenIn Telecommunications Industry,make change happen is vital tostay in the market and continuegrowing because newtechnological advance is updatingconstantlyExternal changes such astechnological advance and newcustomer behaviors should bestudied to fullfill changeEquip myself to spread changemanagement and to convince myteam that change is necessary
  13. 13. “The only constant in Life is change”

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