Running Head: CONSULTING PROPOSAL # 1
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Consulting Proposal #1
Victor Saliba
Dr. Ken Brumfield
Liberty University
BMAL 504 –B03 LUO
CONSULTING PROPOSAL # 1 2
Definition of Project:
The biggest company challenge faced by Seagram's senior management was to maintain a
picture of who they are for both the globe and staff. The perception of Seagram's objective to
move forward is to become, stay and create an external reputation as the top beverage business.”
Bronfman set the goal or being the “best managed “company and a growth goal of 15 percent per
year – both highly aggressive target”. (Jick & Peiperl, 2010, p. 257). Effectively, the vision must
be passed on to all senior executives to make it a shared objective for a broad enterprise to be
provided and accepted. The hope is that the top-managed beverage business will be effective and
customer-centric, acknowledging staff. In Seagram, through worldwide expansion and
diversification, Mr. Bronfman puts in the greatest attempt to increase earnings. To this end, it is
also necessary to show welcome to generate a new vision considering imagining the new goals
and to assume a new-captured attitude from the culture of the contemporary company." The
Seagram executives recognized the need for strategic repositioning and a redefinition of the
company's competitive advantage". (Jick & Peiperl, 2010, p. 257). Based on decades-old vision,
the ancient model requires to be substituted with new vision to help Seagram stay one of the top,
well-known businesses. It develops the business to become flexible, faster, customer-oriented,
take teamwork into account, and take on a fresh leadership approach. All of these together will
enhance the worldwide position of the company. The bible says “Do not be conformed to this
world, but be transformed by the renewal of your mind” (Romans 12:2).
Diagnosis of current situation:
Seagram acknowledges a need for a change to satisfy fresh requirements, attitudes, and
preferences owing to financial, social, and cultural changes. The main issue is the significant
shift and transformation that needs to occur, a fresh model that has the capacity for fresh ground.
CONSULTING PROPOSAL # 1 3
“The goal was not only to more effectively manage Seagram's business processes and reduce
costs, but also to identify growth opportunities".(Jick & Peiperl, 2010 , p. 257).Unfortunately,
Seagram's faces the main challenge of persuading all staff about the advantages of
organizational-level changes. Before the modifications are introduced, the mindset of staff also
requires to be revised. It takes place, enabling them to realize the importance of a fresh set of
value to strengthen the organizational base and enable safe worldwide expansion and diversity
presence to be maintained. However, it is very certain that the unbelief of the employee over the
change creates an unfavorable atmosphere for successful change. "Despite initial skepticism by
many employees that this was nothing more than the “flavor of the month “Bronfman was
determined to prove that values " Will not go away" and those who live the values " will be
rewarded”.(Jick & Peiperl, 2010 , p. 256). Seagram looking for organizational change in trying to
boost earnings, maintain reputability, and impact. Even after global diversification, the business
has untapped markets. Seagram's culture requires a makeover that will lead to stronger
interactions with each other and clients as well as the organizational workflow and prosperity.
"The importance of working toward a healthier and more effective integration both within the
employee, and among employees, teams, and the organization. Finally, practical suggestions for
accomplishing these goals are provided". (Hultman, K., & Hultman, J. (2015).
The ultimate goal is to overcome the vagueness of organization and society. It limits the
company's ability to innovate and make it acceptable to business objectives and to the
organization's structure. Seagram values are an outstanding source of advice for staff to become
the role of change and participate actively in it. The method to consider changing the company's
culture has been mildly positive due to its fresh set of values.
CONSULTING PROPOSAL # 1 4
"I press on to reach the end of the race and receive the heavenly prize for which God, through
Christ Jesus, is calling us". (Philippians 3:14).
Recommendations:
Seagram management team does a commendable job of implementing the change in culture,
which is the first phase. To bring about change that has the capacity to spark efficient, successful
results at Seagram, a strategic change initiative is needed. In order to measure achievement and
efficiency, several items should be examined and potentially. “Participants often wondered,
“What will be done with all these good ideas?"(Jick & Peiperl, 2010, p. 261). The product line
and company brand should be a focus of the new model, customer focus, employee-culture
focus, market diversification, and revenue generation. Seagram's made the business so popular
with clients, so it should stay famous products, but new products should be introduced and
extended, explored and tested in other markets or sections. Sampling and mass advertising can
test new products in current markets. “To succeed would require aggressive development of their
brands, products and people to exploit their new business and improve old ones". (Jick &
Peiperl, 2010, p. 257). Then, a key focus should be on clients. "Customers should be treated as
important, keeping in line with the idea that everyone should be treated as a potential customer"
(Jick & Peiperl, 2010, p.257). It is very essential in the role of an executive, to give adequate
ideas, the modifications to be implemented will become pointless if an efficient reinforcement
level is lacking. First, the feedback ideas that fell into the corresponding categories, such as
teamwork, benefits, etc., and showed to the employees. The ignored reality is middle
management's need and obligation. The middle manager's role is essential to any organization's
achievement. The daunting job of middle executives is to interpret the vision of senior leadership
to subordinate staff while at the same moment communicating feedback from staff to senior
CONSULTING PROPOSAL # 1 5
management. Middle management is known to have restricted power to bear all accountability. A
latest research, however, illustrates that middle executives in an organization can also behave as
agents of change. “On an organizational level, "Who are we?" challenge is that questions of this
kind operate at a subtle level and are often ignored, exerting influence beyond awareness. They
often play a crucial role in behavior and change at the individual, team, and organizational
levels". (Hultman, K., & Hultman, J. 2015).
Employee preparation should also be focused through training, qualified executives who
comprehend the vision professionally, motivating, staying true to ethical principles in their
fulfillment and eventually shared organizational objectives. The significant point is to distinguish
and reward those who respect the company's policies. The main thing to educate employees is to
realize that the business is going to merge and it is they who should provide prolonged assistance
for the same thing. Seagram is responsible for sustaining education and advocating for its
advantages and making it widespread. Many companies do not embrace Christian values or
subscribe to a biblical worldview. And organizations should look at these values provided in the
Bible to restore it, which can assist them to be productive and long-lasting while serving others.
“A good tree produces good fruit, and a bad tree produces bad fruit. Yes, just as you can identify
a tree by its fruit, so you can identify people by their actions". (Matthew 7:15-20, NIV).
A Christian worldview will be supported by organizations “good fruit” which will be
manifested in their organizational structure, the people they staff, the nature of operations, such
as customer service, and business dealings. A change summary may be helpful in moving from
theoretical to practical terms of implementation.
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Implementation Plan:
In going forward in the fresh vision. Seagram should introduce, expand current and new
products-as seen in the 1990s, and have them tested in other markets or sections. The method of
change goes through three stages. The first stage of the shift is formulating. The details of the
change policy must be set, the change management team must be expressed, and finally our
sponsorship model must be expanded. Second, the stage is to go for change processing, which
progresses with management plans and undergoes intriguing movements and plans execution.
The third stage includes supporting the transformation by collecting and inspecting feedback,
analyzing gaps, and considering an efficient management approach. "Cultural insight provides
awareness of the extent to which organization members are willing to accept change and a
cultural assessment is likely to determine the root cause of the problems that need stronger
performance". (Dimitrios, B, & Athanasios, K, 2014). The last is to go to accomplish activities,
and the executive team should maintain the change team at each stage of the change process in
the concentration of a plan that will respond to staff raising requests to obtain. "Many
acquisitions are aimed at capitalizing on potential synergies between acquirers and
targets"(Huang, 2017). Knowing what motivates employees is vital. Surveys to find out what
might be done to motivate employees. Benefits could then be given based on what employees
express as products they want and need from the organization. To evaluate if values work, staff
and leadership should evaluate their ideas on what they have experienced working and
communicating with others in the job setting as fresh values and culture are being tested. The
200 senior directors will meet to guarantee advancement and for contingency planning to verify
whether certain things are not as efficient in reality as believed in theory. Middle executives will
hold meetings with their team's assigned staff to depend on messages and monitor progress
CONSULTING PROPOSAL # 1 7
towards shared objectives. Company-wide meetings will be held at least twice a year to jointly
motivate, reward and assess progress. “Each manager was encouraged to share the findings with
those gave them feedback and develop an action plan for improvement in modeling the values".
(Jick & Peiperl, 2010, p.261).
Summary:
Ultimately, the variation is that the method is trailing through the conversion of behavior or
mentality. If needed changes are brought about, it is a must bear in mind some key measures that
are what changes are reasonable, how to interact, and when to begin working on them. During
the adaptation stage, the moment starts when the new mission and consequently the new attitude
of the business and its staff should be taught to staff. Given the right course of action, it is
expected that the changeover will be the right one. There are measures that can be taken to
achieve this objective for Seagram to become the top run business. “Establishing a positive
ethical culture can lead to improvements in the entire culture of an organization” (Cowart, Giliey,
Avery, Barber, & Giliey, 2014). Without more concrete execution and measurement thoughts, it
is hard to project honestly when this will happen. It is therefore essential for Seagram to
challenge itself to determine measurable methods of seeing how near it is to achieving objectives
or progress being made. It is also essential to perform tests and obligations for a trial-and-error
period in order to see what is working and what is not. To share and adopt the objective, the top
management of Seagram must express the objective in an exciting manner that forces other staff
to want to adopt the objective on their own.
It is essential to prepare planning, particularly if you get an idea of possible future barriers. It
is essential to be ready to react at any specified moment to the fact that an organization finds
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itself facing. “But don’t begin until you count the cost. For who would begin construction of a
building without first calculating the cost to see if there is enough money to finish it?'.(Luke
14:28).
Organizations need to consider what the possible results of their choices may be, as well as
things that may happen as a consequence of certain market or business circumstances to which
the organization belongs. In the end, the goal must be shared, understood and embraced by all
levels of Seagram, to become the top drink company in the future.
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References
Cowart, T., Gilley, A., Avery, S., Barber, A., & Gilley, J. W. (2014). Ethical leaders: Trust,
work-life balance, and treating individuals as unique. Journal of Leadership, Accountability
and Ethics, 11(3), 70-81.
Dimitrios B., & Athanasios, K., (2014).The Impact of Leadership and Change Management
Strategy on Organizational Culture. European Scientific Journal, vol.10, No.7
Huang, Z., Zhu, H. (., & Brass, D. J. (2017). Cross‐border acquisitions and the asymmetric effect
of power distance value difference on long‐term post‐acquisition performance. Strategic
Management Journal, 38(4), 972-991. doi:10.1002/smj.2530
Hultman, K., & Hultman, J. (2015). Organization development as identity change. Organization
Development Journal, 33(3), 39.
Jick, T. D., Peiperl, M. A., (2011). Managing change: Cases and concepts (Third edition) New
York, New York: McGraw-Hill Education.
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