Change Image

Director

Navigator

Caretaker

Coach

Interpreter

Nurturer

Basis of Image

- Management has control Strategy is made by manager - Change outcomes are achievable

- Manager has control External factors occur Change is partially controllable

- Control is constrained by internal and external forces

Application to McDonals

McDonals determined what they needed to achieve. Every step in their plan was performed in a exact way.

McDonals faced disadvantage reports. They made a plan to resolve the issue. The issue impacted a small part of their market.

McDonals tried to come up with the new menu to deal with the disadvantage reports. They partnered with Starbucks

Application to Burger King

Burger King set the goal they needed. They were on the track to achieve the goal.

Burger King faced downturn. They lost their position and a larger number of core customer.

With new leadership, Burger King launched a big menu with 10 new items. They learned from McDonals to draw more customers.

Pressures for Change

McDonals: External pressure in controlling and expanding the market. Burger King: Pressure to regain their position in the market. McDonals: Pressure to control and resolve the issue. Burger King: Pressure to regain their position in the market. McDonals: Pressure to be against the unfavourable report and target new customers Burger King: Pressure to revitalize the business and regain the market

Differs from others how?

McDonals: has maintained the positon in the #1 spot in the market Burger King: turned around successfully and then was a big competitor. McDonals: overcame the issue effectively has grown quickly Burger King: turned around successfully and then was a big competitor. McDonals: is unstoppable in fast food industy Burger King: achieved the goals, despite learning from competitor.

Unintended consequences from Image

McDonals: There was no unintended outcome. Burger King: There was no unintended outcome.

McDonals: There was no unintended outcome. Burger King: There was no unintended outcome.

McDonals: There was no unintended outcome. Burger King: There was no unintended outcome.