Case Study Goodyear

Many people may resist change because they fear they will lose their jobs, status or position. It may be because they do not fully understand the purpose of change, or they may have a different perspective on the change than their management. “Individuals, groups, and organizations must be motivated to change. But if people perceive no performance gap or if they consider the gap unimportant, they will not have this motivation. Moreover, they will resist changes that others try to introduce,” Bateman and Zeithaml explained. Many times change for people at work

From an organizational and profitability standpoint, an efficient, easy to use, and unified CRM system, captures all key and critical data from sales and marketing to commercial operations, all the while focusing on sales process, sales efficiencies, and increasing sales, all contributing to the bottom-line profitability of the organization. Data has proven that CRM platforms increase the productivity and profitability of individual departments and subsidiaries, these same platforms and characteristics will have the same ramifications on a larger scale organization, especially an organization that spans the global footprint, such as

Resistance to change is an expected reaction of human nature. We are not accustomed to change, as it is possible to lead to failure; however, there are also ways to manage the resistance within the company.

The organization must implement specific strategies to identify and resolve resistance to change. O Connor (1993) stated "In an organization, resistance is opposition or witholding of support for specific plans or ideas. It can either be intentional or unintentional, covert or overt" (p. 30). Employees will likely consider how change affects them personally and that may naturally cause some resistance. One of the most important things an organization can do to minimize resistance is to address these personal concerns. It is also important to identify any potential loss or gain that comes from implementing, or not implementing, the change initiative. Leaders

Employees who feel pushed out of their comfort zone may also resist change, due to the unfamiliarity of new implications or managers. The fear of uncertainties due to the lack of communication can also lead to resistance to change on an individual level. If employees are not informed of the needs of the change then the fear of the unknown can cause resistance.

Firstly, one of Salesforce CRM strengths is pricing. The price of a Salesforce CRM license starts as low as $25 per user per month for any small business owners, and as high as $250 per user per month with the unlimited edition for large organizations. There are four options for its users: $25 for SalesforceIQ, $65 for Professional, $125 for Enterprise, and $250 for Unlimited Editions per user, per month. Thus, almost every business owner can afford Salesforce CRM no matter the size or type of the business (“Sales Force Automation and

AquaTreds were an attempt by Goodyear to offer added incentive to choose its product in the volatile tire market. Because tire purchases have little glamour attached to them, and practicality and price are a premium, Goodyear wanted to offer an added functional advantage to choose its product, as well as added social cache by selecting a premium tire. The AquaTred was positioned to be marketed to higher-end customers that cared about quality as well as price. Preliminary research indicated that the target consumer for the AquaTreds was also more likely to research a product before purchase (Isaacson 1994: 13).

To identify the key elements of the resistanceto change described in this situation, one may make use of the six Change Approaches of Kotter and Schlesinger.[1]The model prevents, minimizes or descreases resistance to change in organizations. According to Kotter and Schlesinger (1979), there are four reasons that why people resist change, three of which are applicable to this case:

Since organizations have not been successful in implementing SCM systems, they have turned their resources towards CRM

It then examines the CRM solution overviews, its adoption in MMNA Inc. as well as the pros and cons of this solution facing by the company. These issues would be briefly introduced and defined as below:

Price - It is not easy to control the price in the market, however, it can be negotiable. Hankook Tire decides its product price mainly depending on the cost and the size of the volume. It is trust based market between customers and the company, whereas price is not the biggest concerns for the company. Meanwhile, the company’s strategy lowers the price of products by reducing cost of the raw materials and cost of manufacturing process. Hankook Tire made an investment building a new factories and improving current factories for a automise process, enables reducing a price.

Resistance to change is always an obstacle for organisation when they try to implementing change. But what is resistance

As Customer Relationship Management systems move from being “nice to haves” to essential tools in keeping businesses competitive, their implementation is growing at a rate to match. And of course, price and cost play a vital role. However, the price of a CRM system is more than just the cost of the software and IT.

The use of CRM software enables companies to operate more effectively and efficiently. It consolidates customer data and permits each department access to it. The usage of this software serves to enrich the customer’s experience by recording all their interactions with the company (e-mails, social media, phone calls etc.)With this software, organizations can also analyze and predict customer and prospects behavior. Along with regular updates, proper implementation of reports, analysis and predictions, the organization may gain competitive advantage and maximize profitability.

CRM helps organizations maximize the value of every customer interaction and drive superior corporate performance. The challenge is to make it easy for customers to do business with the organization any way they want at any time, through any channel, in any language or