Change Management within an Organisation

The assignment focuses on the outcomes of the analysis of the module-Organizational Behaviour which handles the importance of the organizational principles in virtually any company linked to its success in long run. I have concentrated myself to study the truth of BHARAT PETROLEUM COMPANY Small in reference to change of company structure attracting success.

Though the aim of the analysis is to analyse the organisation in the context of dynamics of change impacting on its very functioning with value of organizational issues, the restriction of the analysis is lack of ability to take up all issues considering company behaviour.

In 1952 two different companies Shell Petroleum Company and Burmah Petrol Company, UK agreed upon an arrangement with the Indian Authorities to prepare a new refinery in Mumbai and the name of the refinery was Burmah Essential oil Refineries Ltd. In 1957 it started out and performed in a proper move, In 1976 Indian Federal government changed their insurance policy and nationalized the petroleum industry. Indian Administration acquired the complete equity in Burmah Engine oil Refineries Ltd and transformed from Burmah Engine oil Refineries Ltd to Bharat Refineries Ltd. In 1977 the Indian Government again altered its name to Bharat Petroleum Company Ltd. (BPCL).

Industry Environment

Indian governments attained BPCL in 1970 in the action of nationalisation set up of Indian government's. In 1991 It was watched and under the supervision of federal till monetary reorganizations. Government monitored the all the bills, recycleables and the end products purchase and value, production capacity, uses of the raw materials, circulation, and what is the return on investment were supervised by the federal government. Three main blended marketing and purifying companies were there in those days and many small and 3rd party companies were providing their product to these businesses. Government increased their technique for work and enlarged the syndication network in every over the country, like set up new retail outlets to reduce the competition with their competitor.


As a part of the ongoing financial reforms the federal government was actively chasing privatization of the general public sector companies.

A handful of senior professionals' express "Privatization is a slight that may happen. One can't bother too much about the future without knowing what will happen. It is inevitable and we can not do about this. "

"We don't know very well what will happen to BPCL and us. Tomorrow we may well not are present as BPCL. We would be a part of Shell or Reliance or various other organization. " The impeding competition as well as the doubt of existence in today's form created panic in the organization across all levels. Some considered it to be an opportunity while others considered it as a let down by the government and the organization. The business initiated numerous changes in order to change itself to handle the future competition.

Initiation of the Restructuring Process

The initiation for restructuring the organization was by the personal effort of the CMD Mr. U Sundararajan. He previously before been appointed by the government to study the petroleum industry far away as a preamble for deregulation. He previously formed a mix well-designed team for learning the potency of the models accompanied by different countries. Mr.

Sundararajan and the team studied more than two hundred catalogs and numerous articles on deregulation, oil industry and best practices. Mr. Sundararajan recognized the shortcoming of his organization to compete with MNCs with deregulation. He started the reorganization process through conversations with the very best management, the table and the government

The avenue which BPCL LTD choose to handle your competition and initiatives taken in conditions of organizational Behavior has been assessed in this assignment.

For the goal of analyzing the concentration was laid down on key areas of organization behavior that happen to be organizational framework, change of team and organizational culture and climate in conditions of Mentors of Organizational Learning which may be correlated to the case.

Coaches of Organizational Learning

Consultants from Advancement Associates (a subsidiary of ADL) primarily trained a group of trainer in systems idea and organizational education. A team of around thirty full time coaches and much more than sixty in your free time coaches were been trained in switch by these. These mentors conducted two programs specifically 'Visionary Command Planning' (VLP) and 'Foundations of Organisational Learning' (FOL). A lot more than six hundred professionals have been through VLP and even more than five thousand management and non-management personnel have undergone FOL. VLP program is designed to help teams clarify and understand known reasons for their unique presence, co-create team dreams, realistically evaluate current actuality and formulate a Strategy to hide the distance. The clubs identify High Leverage Results they are really passionate about and assign responsibilities to a few members with the complete team agreeing to support the process. FOL program was created to build a common dialect of learning in organizations. The instructors were instrumental in setting up a non-threatening atmosphere for change and also in providing the inputs on systems pondering and learning firm, enabling efficiency of the various task causes empowered for quick end result changes.

One of the trainer states

"We've applied for teacher education with skeptism. We later realized the value of systems ideas and organizational education. The first program was a mind starting experience. The inputs on practical silos reflected our company. Now were hardcore enthusiasts of systems ideas".


Communication played out a important role during out the change process. A bulletin was marketed that provided standard updates to the whole company about the visioning exercise, the evaluation of current actuality, status of the magic pill opportunities and the new framework. In every stage the break through teams possessed a high level of connections with the worried divisions. The casual channel of communication was also looked after by including community from all reasonable constituencies in the change & break in the action through teams. A top down approach was used to connect the change plan with help from the rest through associates.

One CUSECS member reiterates

"Communication played a fundamental role in CUSECS task. The common updates through the newsletter and casual communication through the customers to their father or mother departments was useful in upgrading the whole business quickly. We identified enablers in each division, people who are judgment shapers and we especially embattled them. We persuaded them first and then asked these to connect to others about the change"

Top Management Involvement

The CMD was occupied throughout the reorganization process. He communicated his carry to the change activities by personal engagement, and regular gratitude to the change management team and the particular task causes. He performed the role of the coach to the associates. He also interacted with a big variety of employees during the visioning, examination and concluding point periods. Young professionals recount reviews of his support to the change team, where he provided total freedom to come up with creative ideas and safe guarded them from backlashes from well-known constituencies.

Mr. Sundararajan recalls

"In the prime period I talked to a lot of group of men and women regarding the dependence on reorganization. The first choice must 'action' not only 'talk'. Lip service will not benefit long. If person says one will need of good care of the subordinates then one must when something happens"

Change Opportunities for Quick Results

During the diagnosis process, the break in the action through teams recognized many opportunities where small changes were likely to produce primary results. Special process forces for focusing on the determined opportunities were created and started working in comparative. The job pushes were provided with adequate training and were in frequent communication with the chance through clubs. At one point of energy there were more than six hundred task pushes working across the organization on a large number of opportunities identified in the change plan. Market research, brand building, packaging, operational efficiency of plants, correct quantity and quality of products, cash collections, and protection are some areas where process forces worked to create quick results.

Creating a Shared Vision

The visioning exercise was conducted to develop clearness and common understanding about the probable of the association. The visioning work out started with the -panel. The exercise was expanded across the company in a escalation approach flowing from the top management to the junior management facilitated by inside experts trained specifically for the same.

The main of the eye-sight as articulated by the organizational associates across the company is listed below.

Be the BEST Establish high grade brands and Make the workplace exciting commercial image Improve boundary management Excellent customer care and service Fulfill communal responsibilities, to Choose excellent performance and ethical operational efficiency Apply the best technology. Make people a way to obtain improvement Make systems strong and active.

Below number elaborates the nine wide themes or templates in the distributed eyesight of BPCL. The visioning exercise provided a chance for articulation of the dreams of the people. The process brought the whole corporation out of lethargy, and increased the energy and expectations on persons, groups and the company. Since the eye-sight was iterated throughout the organization, there was higher buy in for the change.

One of the professionals states

"We were all astonished that the vision was very much in unison across the organization. It obviously stated that individuals had great aspirations but never indicated them. This exercise made us realize the possibilities for future years of BPCL".

Change Plan

Based on the inputs from the distributed vision and current fact, a workshop was conducted to develop an alteration plan. The change plan came to six volumes with over 1000 and six hundred pages.

The change plan included the

  • Organizational assessment
  • Well defined corporate and business values
  • Vision articulated in conditions of critical business procedures, and
  • Areas of change to attain the vision

Organizational Analysis - Current Reality

Based on the original identification by the CUSECS team and the visioning workshop for top management, it was chose that an organization wide diagnosis exercise would be conducted simultaneously with the distributed visioning exercise.

Six 'break in the action through' teams were made. The groups were responsible for evaluating the organizational certainty in terms of Marketing, Lubricants and Refining Support services and management Logistics processes LPG.

The marketing team viewed the customer management processes, product management operations and execution management processes.

The refining team likened the effectiveness of the refinery; lube petrol handling and LPG plant life with the best international players considering the machinery get older and technology utilized. Various performance variables like crude acquisition, energy intake, and capital expenditure were assessed.

The logistics team also looked at the prevailing logistics infrastructure, economics of supply and syndication, opportunities for cost decrease, supply details vs. intake centers, impact of taxes and duty, and evaluation with benchmarks and competition.

The LPG team compared the LPG marketing get back of the international and local competitors. The customer foundation, pricing policies, program between the customer and marketing and future ideas were critically assessed.

The lubricants team examined the organizational competitive position compared to the competition. In addition, it viewed the packaging, prices, branding, trade stations, the existing joint venture preparations, and future ideas. The team responsible for support services and management techniques evaluated the human being resource techniques (for example work culture, HR processes, training and development, and appraisal and settlement), the information systems (for example use of different software programs, integration and use than it), and accounting techniques in terms of clarity, rate and cost.

The chance through groups also evaluated the organizational framework in conditions of tasks and responsibilities, levels and accountability, individuals source development in conditions of training, appraisal and reimbursement. Each team interacted with all the current stakeholders concerned like the unions, suppliers, marketers, customers, financial institutes, local neighborhoods, government officials, and so forth. Assessment was completed in a non- threatening manner, with regular and rich communication of the activities completed by the break through teams.

The assessment exercise created an internal environment for change. The organizational diagnosis exercise found the following

  • Collective dissatisfaction with the position quo
  • Low customer focus and customer orientation
  • Huge gap between the vision and features to accomplish it, and
  • Many opportunities for quick improvement

Change Team

A change team was created with twenty-two professionals nominated from various functions across levels. The team size grew to thirty as the task progressed. The associates had mixed performance files, educational qualifications and experience. The CMD did not believe in presenting importance to those with higher diplomas over others. His beliefs was to provide an chance to average people in an empowered and enabled environment to achieve great results.

Mr. Sundararajan says

"Initially whenever we produced the change team I asked for nominations from various departments plus they nominated a myriad of people. I did not nominate the best mangers in BPCL because I've observed often in my profession, if people are given the right environment and opportunities they might rise to it. And my beliefs had not been misplaced. These young people did an excellent job. "

The change job was entitled CUSECS for CUSTOMER SUPPORT & Customer Satisfaction. The consultant ADL trained the CUSECS team. The training included issues like negotiations, interpersonal performance, presentations, systems pondering, and guidelines. The CUSECS team was provided with all the information and support necessary to develop skills in analysis, change strategy formulation, company design, and implementation. Those who could not take up the huge workload and stress were wanted to leave and sign up for their father or mother departments. The team conducted a short examination of the organizational issues with facilitation by consultants and made presentations to the very best management.

One of the CUSECS team members state:

"We were initially frustrated and unable to realize why ADL wanted us to think through everything ourselves, somewhat than revealing to us what is best. Later, we valued their strategy in enabling us to believe and choose for ourselves what is best for the business. We were trained exhaustively starting from presentation skills, negotiation skills to systems considering and so forth".

Designing the brand new Structure

There was a clear consensus among the list of change management team, top management team and the consultants that the efficient structure wouldn't normally be able to sustain initiatives taken up to create the customer centric corporation. The apparent solution was to create customer centric strategic sections (SBUs). The change management team with assistance of the consultants considered various options. The redesign process had taken in regards to a month. The CMD was privately involved with this. To prevent any interference from day to day activities he officially needed leave and was present as a reference person. The change team reviewed the various selections in structure with all the stakeholders. There have been apprehensions among older managers about the new structure no consensus surfaced on the new framework. Politicking and ability plays were witnessed, with each function looking to wthhold the existing status in terms of vitality and control. Finally the CMD in my opinion called for a gathering of the functional minds and other mature managers. Requesting the group to go over, negotiate and come with a concrete solution suitable to everyone, he locked the area and waited outside. Finally a design was approved that was satisfactory to all. The ultimate structure had not been the optimum framework as envisioned by the change team but one satisfactory to all or any the users of the very best management team.


The new structure was rolled out in phased manner to ensure effective implementation. The new framework was first implemented in the LPG SBU. Predicated on the knowledge, the new design was implemented across the company with necessary adjustments. Further, in each of the suggested SBUs specific parts were discovered and the new framework was executed to verify the smooth working before full implementation.

Organizational Structure

The older composition was functionally prepared. There were mainly four functions (refineries, marketing, money and staff) each going by an executive director confirming to the (CMD). Other support departments like corporate affairs, legal, audit, vigilance, coordination and company secretary were straight under the CMD.

The Director refinery was responsible for refinery, corporate and business planning, JV refineries and special projects. Other than corporate and business fund and marketing fund EDP was also under the Director money. In marketing, there were different departments for retail, industry, LPG, lubricants and aviation sections. Commercial communication was also under Director meeting.

The total of India was split into four regions and further into 22 divisions. Each region was headed by way of a Regional Manager who was responsible for all activities within the region and reported to the Director marketing. Each region experienced a manager responsible for each of regional personnel, regional engineering, regional industrial customers, regional retail, and regional finance. Regional LPG was under local professional customers. The department was the responsibility of the Divisional Supervisor confirming to the Regional Administrator. He previously a director each for sales, businesses and engineering. Each of these was accountable for sales, depots and executive respectively for all your customer segments.

Across the marketing function, except for the organization departments (LPG, industrial customer, etc. ) specifically caring for a customer section, every individual and role is focused on multiple customer sections. For instance any strategy addressing the industrial customers hails from the Corporate Team (Industrial Customer), runs via the Director Marketing, Regional Supervisor, Divisional Manager to the Sales Official. All of them are accountable for multiple customer segments like retail, LPG, industrial, etc. and deal with different classes of customers. Hence there was suprisingly low customer understanding in conditions of the initial needs of the various customer segments, without single individual at the operational level having clarity on any one customer segment. Furthermore, the marketing strategy was produced by people who were far from the customer with very low understanding of the customer they were targeting. The implementers were in charge of diverse customers with a minimal understanding of the logic of these strategies meant for every customer section. Thus the old structure had created a bottleneck between your strategy formulators and implementers in conditions of the local structure, and between the field personnel and the organization office buildings and refinery.

Activities of the business process are disseminate across different functions and levels of hierarchy, engaging many individuals. There was an extended chain of non-value adding linkages between any two activities targeting a small business / customer. For example, when an professional customer provides special order of lubes to the sales officer, the corporate lubes purchases the base oil, plant mixes it, S&D packages it and the sales official provides it. The Sales Official would speak the order to the Divisional Administrator, who moves it on to the Regional Manager. Then the order would be routed to the Corporate Lubes for processing. Everyone involved in the activities of this process participate in different functions and hierarchy levels. This long chain of communication got led to a lack of customer orientation, low awareness of customer needs and goals and slow response.

The New SBU Structure

The new structure was centered on the business operations and the client.

The new framework at the top management level is the same. Five SBUs - Retail, Lubes, Industry/Commercial, LPG and Aviation are customer focused SBUs and come under the director (marketing). The 6th SBU, Refinery along with two new departments IT & Supply String and R&D are under the director (refineries). Each SBU could have its own HR, IS, finance, logistics, sales, engineering, etc. The amount of layers in the organization was reduced to four from six or seven.

The major change is the introduction of the territories covering an inferior physical area and concentrating on specific customer sections. In retail SBU the new composition experienced 669 territories reporting to the four local offices, while in the earlier structure there were only 22 divisions which catered to all segments. In other SBUs the local office was removed and territories were made to directly are accountable to the SBU heads. Each place team head was responsible for sales in the territory only for a specific product. The territory structure was designed to enable the field staff to give attention to specific customer sections. Power was also delegated down the hierarchy and decision making pushed to the cheapest possible levels. Decisions before used at the regional level were used now at the place level. Further power was delegated to the role and not the hierarchy level. Administrative office buildings have been changed to provide locations that consist of 125 terminals for main fuels and 35 LPG bottling ones. In LPG SBU head office there are just nine personnel and across the territories even managers at mature positions have been obligated to get business. The new design included recalibration of tasks and responsibilities and redeployment of more than two thousand people (around one fifth of total staff strength) over the organization. It created new jobs at the front end effectively using redundant manpower to increase customer program and connections.

Since the corporate and support functions are now located within the SBUs the new design included lateral linkage mechanisms (see Appendix C). Governance Councils, Process Councils, and Activity forces (to handle specific organizational issues) were the mechanisms for integrating different parts of the organization.

Some Salient Features of New Structure were

  • Highly empowered work force
  • Decentralized decision making
  • De-linking of specialist from hierarchical levels
  • Orientation towards inside and exterior customers
  • Regular general market trends and customer surveys
  • Conscious brand building efforts
  • Organizational Framework before redesign
  • Organizational Framework after redesign


Bharat Petroleum realises that, over time, success can only just come with a total reorientation and change in way with the customer as the focal point. Today, Bharat Petroleum is restructured into a Corporate and business Centre, Strategic SECTIONS (SBUs) and Shared Services and Entities.

From the last many years Bharat Petroleum goes on face many issues of the quickly changing environment. Bharat petroleum make move forward and changes their products and services based on the changing environment. In day by day changing in bharat petroleum only one factor has remained unchanged this is Bharat Petroleum's employees which are the source of power and desire of Bharat Petroleum's in their future innovations. Bharat Petroleum desires their employees to comprehend the complexness of the marketplace, customer's requirements, and provide the progressive products to meets the customers' requirements.

For Bharat Petroleum, offer by its staffs is a critical resource. BPCL think that only a cheerful employee will place his best end result and a good romantic relationship with the traditions, Bharat Petroleum deployed and will plan to put into practice several steps to make the organisation a great place to work or worker get best organisation environment. Hewitt Affiliates conducted a survey for Business Today magazine in the January 2001 concern to identify the best employers, and in this survey Bharat Petroleum was one of top employers in India. The main motive of the review was to find out which companies got really incurred the expressive and intellectual energy of their employees. The companies who have been in the very best list were Hughes, ICICI, P and G, Asian Paints, Hewlett-Packard, HLL, Infosys, LG and Compaq.

Bharat Petroleum adopts significant value-based HR methods for growth of individuals and their organisational skills with a analysis to supply them with a competitive edge and also to realize their private eyesight in tandem with the commercial eyesight.

Bharat Petroleum has been conferred the National HRD Award - 2000 by National HRD Network for making Outstanding Contribution to HRD.

At the Country wide Petroleum Management Program (NPMP) on Superiority in Creativity and Technology (1999-2000), Bharat Petroleum employees bagged all the three honours in the individual category, along with four certificates of acknowledgement in the team category.

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