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This document describes a situation where the author led a change initiative in their company's telecommunications business strategy for the youth segment. Previously, the company's marketing actions like social media, products, pricing, and events were not integrated and did not effectively target youth customers. The author worked with a team to implement an integrated strategy through open discussions, identifying objectives, and removing barriers. This led to coordinated online and offline platforms and offerings that better met youth needs. The author believes an IE Master's program would help strengthen their change management competence to lead through constant change in the telecommunications industry and prepare for changes at personal and global levels.

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D. Cite at least one example of when your leadership had an impact on or changed a certain situation, and justify how an IE Master¡¯s Degree program would help you to strengthen or improve this competence.
Leading Change Management
Before Telecommunications Industry Business Strategy for the Youth Segment Change After Strengthening Change Management at IE
BEFORE
Diversified Marketing Decisions NOT INTEGRATED Customer Promotion Product Price Place
Facebook Fanpage Advertisement Phones Tariffs Events Fans were young but posts were too formal Youth oriented accesories not included in offers (Ex: Headphones)Accesories Not special tariffs for students (Ex: Free access to social networks) Diversified actions for Youth segment with no connection between them Lack of personalized phones Events concentred far from young meeting points No integration in actions for the Youth
Actions were not integrated There was not a common mission Objectives were not clear
CHANGE
Honest discussions Brainstorming Identify Key people to lead change Enforce communication Common objectives Remove change barriers Build a concrete mission of integration Integrated Strategy Managing Change Is the youth segment a relevant target for us? Why? What are our customers expecting for us? Where are the youth? Enforce online communication Teamwork formed to work in the ¡°Youth project¡± Why are we remaining to formal in our Marketing actions? All marketing actions should follow the same premises Employees should be aware of the importance of the youth for the Company All marketing actions should follow the same strategy premises
AFTER Managing the Strategy for the Youth in an integrated way
Integrated Strategy for the Youth Segment 4 Premises for the Strategy Value propositionCustomer Needs o Include ¡°Digital¡± content in every action o Create an emotional interaction with customers o All actions must be 360¡ã (Including all the Marketing Mix) o Focus in new trends as the youth are the referents of new technologies ? In people between 14 and 24 years, Communication needs become various and complex Online Platform to interact with the youthSome relevant needs in the use of Phones and Communication services ? Communication everywhere / Network coverage everywhere ?Always online / Always Connected ? Instantaneity (¡°I want it now¡±) ? Social inclusion (My link with friends, girls, fanpages, etc) 3 new platforms to reach the target and create ¡°moments of truth¡± Offline events in colleges, unive rsities, clubs to create a direct link Make it Tangible: Easy access to products and services to convert this new interaction in new customers
Strengthening Change Management at IE Preparing for a dynamic world in constant change Change at a Personal Level Change at a Global Level Making Change Happen In Telecommunications Industry, make change happen is vital to stay in the market and continue growing because new technological advance is updating constantly External changes such as technological advance and new customer behaviors should be studied to fullfill change Equip myself to spread change management and to convince my team that change is necessary
¡°The only constant in Life is change¡±

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Express yourself (D)

  • 1. D. Cite at least one example of when your leadership had an impact on or changed a certain situation, and justify how an IE Master¡¯s Degree program would help you to strengthen or improve this competence.
  • 3. Before Telecommunications Industry Business Strategy for the Youth Segment Change After Strengthening Change Management at IE
  • 5. Diversified Marketing Decisions NOT INTEGRATED Customer Promotion Product Price Place
  • 6. Facebook Fanpage Advertisement Phones Tariffs Events Fans were young but posts were too formal Youth oriented accesories not included in offers (Ex: Headphones)Accesories Not special tariffs for students (Ex: Free access to social networks) Diversified actions for Youth segment with no connection between them Lack of personalized phones Events concentred far from young meeting points No integration in actions for the Youth
  • 7. Actions were not integrated There was not a common mission Objectives were not clear
  • 9. Honest discussions Brainstorming Identify Key people to lead change Enforce communication Common objectives Remove change barriers Build a concrete mission of integration Integrated Strategy Managing Change Is the youth segment a relevant target for us? Why? What are our customers expecting for us? Where are the youth? Enforce online communication Teamwork formed to work in the ¡°Youth project¡± Why are we remaining to formal in our Marketing actions? All marketing actions should follow the same premises Employees should be aware of the importance of the youth for the Company All marketing actions should follow the same strategy premises
  • 10. AFTER Managing the Strategy for the Youth in an integrated way
  • 11. Integrated Strategy for the Youth Segment 4 Premises for the Strategy Value propositionCustomer Needs o Include ¡°Digital¡± content in every action o Create an emotional interaction with customers o All actions must be 360¡ã (Including all the Marketing Mix) o Focus in new trends as the youth are the referents of new technologies ? In people between 14 and 24 years, Communication needs become various and complex Online Platform to interact with the youthSome relevant needs in the use of Phones and Communication services ? Communication everywhere / Network coverage everywhere ?Always online / Always Connected ? Instantaneity (¡°I want it now¡±) ? Social inclusion (My link with friends, girls, fanpages, etc) 3 new platforms to reach the target and create ¡°moments of truth¡± Offline events in colleges, unive rsities, clubs to create a direct link Make it Tangible: Easy access to products and services to convert this new interaction in new customers
  • 12. Strengthening Change Management at IE Preparing for a dynamic world in constant change Change at a Personal Level Change at a Global Level Making Change Happen In Telecommunications Industry, make change happen is vital to stay in the market and continue growing because new technological advance is updating constantly External changes such as technological advance and new customer behaviors should be studied to fullfill change Equip myself to spread change management and to convince my team that change is necessary
  • 13. ¡°The only constant in Life is change¡±